Stat: Consumers want positive marketing amid Covid-19

New research by Kantar has revealed key insights about brands' responsibilities during the global Covid-19 pandemic.

A survey of more than 25,000 people across 30 markets reveals that, in terms of communication strategies, 77% of consumers want to hear how brands are being helpful 'in the new everyday'. Others want brands to be regularly communicative, with 75% wanting to feel informed about companies’ reactions to Covid-19, while 70% expect them to offer a reassuring tone.

But respondents also noted that brands should be careful not to exploit the current situation to promote their own products and services – 40% of those surveyed said brands should avoid using humour during this time.

Particularly during periods of global uncertainty, Post-purpose Brands are those doing well to avoid bandwagon activism or lacklustre campaigns, instead seeking to play a meaningful role in the daily lives of consumers.