A Kantar survey of global consumers has revealed that only 8% think brands should stop marketing during the coronavirus outbreak, as published in Marketing Week.
The survey of 35,000 consumers around the world found that while consumers broadly do not think brands should stop selling to them, they also wanted to see ways brands could play their part in the current crisis.
78% of consumers felt brands should try to help them in their daily lives, 75% said brands should inform people of what they’re doing in response to coronavirus, and, perhaps unsurprisingly, 74% think companies should not exploit the situation.
The survey also revealed that consumers were in general understanding of the current pressures on business – an overwhelming majority thought employee health and enabling home-working should be key priorities.
Only around 40% of those surveyed wanted to see charitable donations, such as supplying hand sanitiser or face masks, perhaps acknowledging that this may be out of reach of many organisations. In fact, some efforts have been viewed with cynicism from consumers, with craft brewer BrewDog facing criticism for its use of branded packaging on hand sanitiser after shifting its production to supply the NHS.
Another survey of 900 UK marketers by Marketing Week and Econsultancy that revealed 60% were reviewing their advertising budgets due to the impact of coronavirus. Kantar’s data found that brands should avoid cutting their advertising budgets entirely in response to the coronavirus outbreak, as longer-term pauses in advertising would negatively affect a company’s brand health and make any lost market share harder to regain.
Overall, the data suggests that while it is tempting to deploy a knee-jerk response to the economic shock of coronavirus, this may be detrimental to a brand over time. Although spending on out-of-home media will likely go without return, home working and travel restrictions have increased online opportunities. A long-term view is also needed to ensure companies can bounce back after the crisis has passed, and should use the challenge to be more targeted and strategic with content.
Kantar Insights global head of media, Jane Ostler concludes with this advice: “Hold your nerve.”