At the beginning of the COVID-19 crisis, we saw a lot of corporate communication about what brands were doing internally—and it wasn’t always well-received. As one popular tweet put it, “Oh sweet, I was wondering how every corporation I’ve ever given my email to was handling COVID-19.”* In the intervening weeks, corporate words have shifted to action, and that’s made a big difference in consumer response.
CONSUMERS ARE DEFINITELY PAYING ATTENTION TO BRANDS’ CRISIS ACTIONS. WHILE PROTECTING EMPLOYEES IS TABLE STAKES, CRISIS ACTIONS HELPING A BROADER CIRCLE ARE SEEN AS ACTS OF HEROISM.
Crisis actions are clearly noticed and remembered, with consumers easily able to name various ways both major national brands and local businesses are helping and making a difference. While all crisis actions are noticed and appreciated, taking action to protect and support employees is table stakes. Crisis actions that have a direct impact on the public, however—such as donating supplies or space to help healthcare workers, or repurposing manufacturing facilities to produce needed medical equipment—are especially appreciated, and feel like brands are going above and beyond to do the right thing. The flipside is also true—where consumers feel poorly treated by a company during this crisis, whether as an employee or customer, it has a bigger and more emotional impact than it might under normal circumstances.
CRISIS ACTIONS ARE ACTIVELY BUILDING BRAND IMAGE AND LOYALTY.
Brands’ crisis actions are painting these companies in a heroic light—consumers see them as placing people before profit, demonstrating that they truly care and are good community members. These crisis actions connect to higher-order values—hearing these stories makes consumers feel a greater sense of wellbeing, knowing someone is doing something proactive to help, and some feel “proud to be an American.” Consumers plan to repay these generous acts with stronger brand use or loyalty after the COVID-19 crisis has passed.
“For me, customer service is a BIG deal. When a company goes the extra mile, I notice and remember such things. In the mountain of information that we’ve received from companies, some definitely stand out and after all of this is over those companies who have put their customers first over profits, I’ll be taking notice for certain.” (Gen X, male)
“Joann’s Fabrics is giving away the supplies for people who sew to make face masks for our healthcare providers and first responders. I think this is such an awesome mission. The fact that this company is stepping up like this to ensure that our people are taken care of is heartwarming to me. I will definitely do more business with them because of it.” (Gen X, female)
“Hearing the different stories of companies makes me be proud to be American. It has to be costly for many of these companies to convert making medical masks, ventilators, sanitizers, etc. because they do not have the equipment and initial set-up to do this. I will definitely purchase from them when this is over to show my appreciation of their help.” (Boomer, female)
“These are stories of HOPE. Saving lives! After hearing how these companies have pitched in to make a difference will definitely make me feel much closer in one way, and that is THEY CARE.” (Boomer, female)
Interested in hearing more about consumers’ awareness and reaction to brand actions by industry? Email klethbridge@insideoutinsights.com and we’ll send you the details!
* @jasonmustian. “Oh sweet, I was wondering how every corporation I’ve ever given my email to was handling COVID-19.” Twitter, 13 March 2020, 6:05 p.m., https://twitter.com/jasonmustian/status/1238586940833832962.