A study was conducted by Mower Insight Group in partnership with Beth Egan, associate professor at Syracuse University’s S.I. Newhouse School of Public Communications.
The study revealed that 56% of US consumers are pleased to hear about brands taking action with regards to the pandemic. While 40% of respondents wish to hear about a brand’s efforts regarding the pandemic, 43% of participants feel reassured to hear from brands they know and trust.
A smaller percentage, 15%, don’t wish to hear from brands during this time. Consumers were quick to react negatively towards brands taking advantage of the situation and called them out on social media.
However, brands supporting the idea of social distancing were positively received. The report advises investing in marketing spend for long-term brand health and voice and for the right message/tone.
[2 minute read]