In a recent global study by Kantar, in which 35,000 consumers contributed, the large majority thought brands do not need to stop advertising during the Covid-19 outbreak.
In fact, just 8% suggested that brands should stop advertising, showing there is a clear expectation for advertising to continue, despite an obvious change required in tone and message.
The survey also included other key findings:
78% of consumers believing brands should help them in their daily lives
75% saying brands should inform people of what they’re doing
74% thinking that companies should not exploit the situation.
Rather surprisingly, only 41% believe brands should avoid humorous tones in the messaging.
Instead of a humorous tone, previously widely accepted and appreciated amongst most consumers, there is now a high level of consensus that brands should adopt a reassuring tone to the messaging. By offering a more positive perspective in their communications, it is expected brand value and loyalty will strengthen.
Over 50% of respondents think that brands should talk as they have always done, while 50% think that companies should talk about their own brand in a carefree and light way.
Consumers are also looking for explicit and openly transparent evidence that brands are supporting and protecting staff throughout. Back in the first 24 hours of lockdown, there was a huge backlash from consumers across the UK when SportsDirect stated they considered themselves a ‘core retailer,’ and would remain open; much to the disdain of consumers who thought this posed unnecessary risk to buy shoppers and staff members alike.
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