Mitto surveyed 7000 consumers across seven countries in April.
While consumers have generally appreciated the messaging built around COVID-19, 41% of consumers say they are willing to hear from brands about things apart from the pandemic. The findings tie in with other recent studies which found that GenZ is looking for fun and exciting ads during the crisis to stave off boredom.
While 53% reported hearing from brands more often, a majority (73%) found the increasing frequency of messaging appropriate. People were also more inclined to messaging from essential services and small businesses over messaging from delivery services and large companies.
The findings mean that marketers will need to find the right balance between consumer demands, along with responsible social messaging. Providing COVID-19 messaging in the proper context, like during news programs, can make ads perform better.
[2 minute read]