14th March 2020
Excerpt: More people want brands to step up amid the COVID-19 crisis and help, according to adland’s most comprehensive study since the outbreak took hold of America.
Basically every industry has seen a jump in want from consumers to do something coronavirus-related in the space of one week.
"No matter what, brand agility is now more important than ever. For some brands, they’re exploring donating their media to organizations like the World Health Organization. For others, you have to look at if there’s another type of service or message that they can provide to support others."Alexis Fragale, Director of Consumer Insights
Mindshare surveyed more than 1,300 people on March 11 (the same day the World Health Organization declared COVID-19 a pandemic, and prior to Trump declaring a state of emergency) and again on March 17 when Americans were in full isolation mode.
There has been a significant increase in those thinking companies in sectors including health care, food and utility services should stand up and offer aid. Auto, luxury and candy brands are low on this totem pole, but have still seen a jump.
As more realize the severity and impact of COVID-19, Americans want brands to donate and help communities taking the hardest hit, such as those unemployed, on low income, homeless and elderly. Sixty-seven percent think companies should donate supplies (a hike of seven percent in one week). The biggest increase is in those who think brands should donate money (+11 percent from 43 to 54 percent). Meanwhile, 13 percent want to see firms create humorous content to watch or read (an increase of four percent).
Read more about our research, including commentary from Alexis Fragale, our Director of Consumer Insights, in this extensive piece from Campaign.