Consumers directly impacted by the pandemic want brands to provide direct support

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 20, 2020, 12:53 PM UTC

A survey of 2,400 consumers reveals buyers like nurses, teachers, and first responders want meaningful brand experiences, as per SheerID.

The report states 68% of “front line” customers directly impacted by the pandemic want brands to deliver programs that support medical workers. These customers include nurses, teachers, first responders, seniors, college students and members of the military.

Consumer “tribes” based on their networks or professions want brands to provide meaningful support such as personalised offers. Over 60% of respondents say free shipping is most appealing and they would shop frequently with brands that provided personalised offers.

52% of the first responders and 54% of nurses say they would share a personalised offer in person. Further, more than 50% of consumers, rising to 60% in older customers want brands to explain measures taken to lessen the spread of COVID-19.

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