91% of global consumers factor in a brand’s COVID-19 response while deciding to purchase

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 18, 2020, 11:15 AM UTC

Braze surveyed 8,000 consumers globally to study shifting consumer behaviour and sentiment.

With COVID-19 affecting retail, 83% of consumers worldwide plan to continue shopping online the same amount or more, even as physical stores reopen. As the brand value and corporate empathy drives loyalty and purchases, 91% say a brand’s response towards COVID-19 is a factor in making purchase decisions.

Mistreating employees and polluting or damaging the environment were among the top factors for 24% of consumers to drop a brand. Gen Z and millennials, both at 95%, are most likely to abandon a brand based on its response towards the pandemic.

53% reported convenience as the top reason for shopping online. Other reasons included limited exposure to health threats (42%) and better prices (40%). 26% consumers tried at least one new brand during the pandemic.

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