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Maintaining Brand Trust During Coronavirus

Maintaining Brand Trust During Coronavirus

Maintaining brand trust during coronavirus is undoubtedly important. But how do we connect with audiences in a time of rapid, unprecedented change? We’re taking a look at recent research published by both Edelman and Dentsu Aegis Network which provide significant insight into the needs and expectations of consumers living into coronavirus culture.

Solutions Above Sales

The Edelman Trust Barometer Special Report focuses heavily on consumer expectations at various stages in their experience during the pandemic. The result is a straight forward guidebook to help brands communicate in a way that meets the needs of their audience. Protecting employees at all costs, producing solutions (not sales), partnering with others, and using the brand as a platform to educate are messages that consumers must hear/see to maintain trust.

Key takeaways:

  • 78% say: Businesses have a responsibility to ensure their employees are protected from the virus in the workplace and do not spread the virus into the community.
  • 68% say: I would like my employer to share information about the coronavirus at least daily
  • 71% say: Brands and companies that I see placing their profits before people during this crisis will lose my trust forever

Download the report: 2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus

Trust + Sentiment During Each Stage of Crisis Response

As the scale and impact of the Coronavirus outbreak gain speed, unfolding at different paces throughout the country, consumer attitudes and preferences are evolving in tandem. The Dentsu Aegis Network COVID Crisis Navigator approaches the consumer sentiment, behavior, and expectations at each stage of the response. It’s fascinating to see the changes map as crisis concerns grow and our collective situation changes. Week one of the report focuses on initial shock and the need for help and community. Week two is all about coming to grips and relying on brands to help manage fears and find stability. The third week is the most recent addition and focuses on the need for leadership to create a new normal. Take a look at the full report to see top concerns, behavior, need state, sentiment, and expectation for each of these phases.

While this report reflects little change in what consumers want to see from brands, it does reflect a slow change in expectations— the expectation of brands to contribute, respond, or simply acknowledge the outbreak. Individuals and communities have done the best they can to form a sense of normalcy but continue to look to brands as leaders in our newly-formed world.

Key takeaways:

  • Staying silent is saying something. Consumers are paying closer attention than ever before and actively looking to see how brands are handling the pandemic.
  • Experiences matter more than ever before as people are settling into new routines and are looking for inspiration.
  • Consumers are seeking greater levels of control and brands are expected to help consumers manage their lives.

Carrianne Polo

Carrianne is the Founder and CEO of New Park Creative.