Brands on notice over coronavirus behaviour
The coronavirus outbreak is a global, human tragedy. This view intends to provide business teams with a perspective on the evolving situation following many conversations in the industry during the pandemic.
Consumers are demanding that brands act and communicate differently during the COVID-19 crisis, with nearly two-thirds (65 per cent) saying how brands respond to the pandemic will have a ‘huge impact’ on their likelihood to buy their products.
This was a key finding of a poll of 12,000 people across 12 countries (who were all in the midst of battling the surge) by Edelman in a Trust Barometer Special Report for the Coronavirus Pandemic.
We’ve seen a huge crowdsourced database of businesses on Twitter, where companies are labelled as stepping up or stepping down, mainly in terms of colleague safety. The easiest way to get it right is by doing what is right.
Forbes is keeping a list updated of private companies who are actively trying to prevent the spread of the virus through the manufacturing of protective wear, tests, ventilators.
Many brand communications have “gone dark” however consumers want to hear from you - what should marketers be communicating?
comforting and reassuring specific information about what brands are doing to respond to the pandemic (most retailers have quickly produced information on what to expect at the supermarkets)
what is right for their employees, suppliers, customers, and society at large, without regard for how much it costs (90 per cent of consumers stating that brands should be willing to suffer substantial financial losses to ensure the well-being and financial security of others). We have seen Waitrose donate £1m to community projects, the boss of Twitter is donating a $1bn to a relief fund, Jeff Bezos is working on online systems to deliver tests)
Free or lower-priced products to help people most in need, such as key workers (many food brands have donated huge numbers of products to NHS staff and postal workers)
Any shift in business as usual, for example, factories making consumer goods to products needed to fight the crisis (Dyson are making 15,000 ventilators, Travelodge providing shelter for homeless people)
Bring people together and facilitate community, offering empathy, and providing social support (Joe Wicks is a great example, Pip & Nut is donating a jar of peanut butter to food banks every time a customer does the same, Birds Eye feels a responsibility to continue advertising (whilst inspiring consumers at home) The Body Shop has been dropping off care packages to local hospitals in the UK for NHS workers).
We’ve also seen evidence that escapism, fun, and positive news is welcomed if the tone is right – for example, people at home in lockdown will be looking for ways to make meals and snacks more exciting.
Further reading: What Customers Need to Hear from You During the COVID Crisis, Harvard Business Review, 7th April 2020, Consumers are putting brands on notice over coronavirus behaviour, study finds, Campaign Live March 31 2020