A recent study carried out on more than 1,500 people by the digital marketing company Bazaarvoice / Influenster, during the week of May 8 to 12, shows that consumers now attach particular importance to the way in which their favorite brands are commit to deal with the coronavirus pandemic.
Communication on new services to adapt to the situation, support measures for staff present on the front line, and transparency on social responsibility actions are now criteria that can guide a purchasing decision.
We also learn that the most popular communication channels for sharing this type of information are brands’ websites (45%), email (41%) and social networks (35%).
Brands must play their role
In the current context of social distancing, it is everyone’s responsibility to minimize the effects of the crisis and, according to 63% of those questioned, brands also have their role to play in the organization of this new mode of operation.
57% of consumers approve of the effectiveness and speed of the measures taken by brands to limit the spread of the virus, compared to the actions taken by their respective governments.
The way brands mobilize to support the community is therefore taken very seriously by consumers, who keep themselves regularly informed on the subject.
A new choice criterion
But it goes even further, with 70% of them claiming to use these measures to define their level of brand loyalty, as well as the probability of future purchases.
38% of respondents even started shopping for new brands, for the simple reason that they were particularly responsible in this time of crisis.
CSR as a pillar of branding
Consumers are equally concerned about the well-being of sales staff.
In fact, 57% of them would completely lose confidence in a brand if it turned out that it neglected the moral and financial security of its employees.
The same goes for those who would not adapt their activities to support their customers (40%).
Finally, protecting the health of employees (69%) and customers (59%) should, according to consumers, be a major concern for brands and distributors.
“For the past few years, we have already witnessed consumer awareness on ethical, environmental and social issues.
The health crisis has only confirmed and accelerated the trend. Buying has become a responsible act, and User Generated Content also has something to do with it.
Indeed, the amount of information published on a brand or a product contributes to the customer making his purchasing decisions with full knowledge of the facts rather than passively.
Today we are talking about consumer actors, who have the power to regulate the consumer society, make it fairer and more united.
Brands have no other choice than to adapt by being transparent about the various actions taken in this direction in order to meet the changing expectations of customers.
And if they don’t, they won’t be fooled! Brands must therefore be aware of this paradigm shift,