27% of consumers are “very unlikely” to use brands that respond poorly to crises

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 05, 2019, 6:21 AM UTC

The study surveyed 1000 adults each in the UK and US.

This article cites a Crisp study stating that consumers’ patience for a brand’s response to a crisis is reducing as their access to information has become “more real-time”. Consumers are expecting “immediacy” in response.

According to the study, 53% of respondents expect brands to respond to a crisis within an hour of it going public. Further, 34% of them expect the response time to be up to 30 minutes.

A majority of adults in the UK and US are unlikely to do business with brands that respond poorly.  The authors of this report state that the findings confirm that being the first to know and thereby the first to act is crucial in maintaining a strong brand reputation.

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