Consumers believe staff welfare should be a company’s first priority, while brands also have a role to play in supporting governments and wider society through the crisis.
The vast majority of consumers do not think brands need to stop advertising during the Covid-19 outbreak, although they do expect companies to think about their tone and messaging, and communicate around values.
A survey of more than 35,000 consumers globally by Kantar found that just 8% thought brands should stop advertising. However, there is a clear expectation that companies should play their part, with 78% of consumers believing brands should help them in their daily lives, 75% saying brands should inform people of what they’re doing and 74% thinking companies should not exploit the situation.
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