At first COVID-19 seemed to be someone else’s problem, one many Americans pretty much ignored until March. We quickly moved from a state of confidence to one of uncertainty and vulnerability. In a study conducted March 16-17, McKinsey & Company measured the unfolding pandemic’s impact on U.S. consumers’ feelings and purchase behavior:*
- Uncertainty about the economy is preventing me from making purchases or investments I would otherwise
make—38% - I am cutting back on my spending—48%
- Given the economy and my personal finances, I have to be very careful how I spend my money—59%
Brand marketer confidence also has been shaken. Marketers fear they will say the wrong thing or be insensitive to customer anxiety in brand messaging—an understandable and valid concern.
But consumer fallout from the pandemic also creates an opportunity to place the crisis in context and offer an encouraging word and helping hand. Several marketers have done just that:
- Coca-Cola’s billboard in Times Square reads, “Staying apart is the best way to stay united.” Coke has pledged $13.5 million in grants to five nonprofits involved in the humanitarian response to the pandemic.
- The Guinness brand’s St. Patrick’s Day message was both uplifting and entertaining, ending with a promise to donate $500,000 to communities affected.
- Ford’s “Built to Lend a Helping Hand” offers a strong, relevant message, committing to offer financial assistance to people during the COVID-19 crisis.
Recent research by Ace Metrix** found that 75% of consumers believe “brands should step up and help out” during the pandemic. Survey respondents also indicated they preferred ads that used good storytelling and showed action to those with text-only messages.
Branding is about enjoying a relationship with your customer, much like you would with a good friend. Friends are there to support and help when times are tough. Friends help us see past today’s problems and shine a ray of light and hope into the future. Friends even entertain and help put a smile on our faces. For it is in times like these, when our emotions are heightened, that we remember specific moments, messages and kindnesses shown by others.
* Source: Survey, U.S. consumer sentiment during the coronavirus crisis; McKinsey & Company, March 2020.
** Source: How Brands Are Navigating the COVID-19 Pandemic; Ace Metrix, March 19, 2020.