A recently launched Edelman report indicates that in the current COVID-19 crisis, consumers expect brands to go the extra mile to solve, not sell.
An Edelman Special Report: Brand Trust and the Coronavirus Pandemic study was conducted among 12000 respondents in 12 markets including India, between March 23 – 26, 2020. It looked at how consumers expect brands to act during these tumultuous times. The study asked people: Why it’s important for brands to respond to the crisis, What brands must do and say, Who is best positioned and most trusted to carry a brand’s message and, What impact a brands response has on trust – today and in the future?
The findings suggest that this is a moment in time for brands to step up into their purpose and to join the fight. To help solve the problems we are all facing; to protect employees and partners; to get creative in how their products and services can help; engage in cross-industry collaboration in partnership with the government and communicate with compassion as much as with facts. Because the world needs it, consumers expect it and the actions that taken today will impact the trust brands hold in the future.
In a nutshell, the report suggests, the overarching approach for brands at this time includes:
- Show up and do your part: Brands have a vital role to play. Now is not the time to disappear, but to show up and use all your resources and creativity to make a difference
- Don’t act alone: There is strength in collaboration. To truly help people during this crisis requires a joining of forces with others, most critically governments and not-for-profit’s
- Solve, don’t sell: Brands should focus all efforts on finding appropriate and meaningful solutions to the problems people are facing today
- Communicate with emotion, compassion and facts: People are reassured by positive brand actions and commitments. Communicate with empathy to help both inform and calm
You can read the entire report below.