Studies: Brands and consumer expectations

There will be a before and an after lockdown. The French are calling for numerous political, economic, and ecological changes, as well as shifts in the way they consume.

Kantar, the global leader in data and consulting, last month published the results of the largest global study on consumer attitudes, media habits, and expectations during the COVID-19 pandemic. The first wave of the COVID-19 Barometer, conducted among more than 25,000 consumers in 30 countries, provides us with clear recommendations on how to stay connected with our clients during the pandemic crisis.

Consumer expectations

Regarding media:

→ The longer the lockdown lasts, the more media consumption increases across all communication channels:

web browsing is up 70%
television is up 63%
social media engagement is up 61%

→ WhatsApp usage has increased by 40%

→ It is the 18-34 age group that has seen the greatest growth in the use of all messaging platforms. WhatsApp, Facebook, and Instagram have all seen growth of more than 40% among those under 35.

Regarding brands:

→ Consumers expect the brands they choose to look after their employees first and foremost, with 78% stating that brands should take care of their employees' health and 62% that they should implement flexible working arrangements. It is worth noting that the French are calling on brands to repatriate all their production and manufacturing back to France (30% vs 16% internationally).

→ A significant minority of consumers want brands to support hospitals (41%) and assist the government (35%).

→ Consumers do not expect brands to stop advertising, with only 8% of respondents identifying this as a priority for brands. Many brands are considering "stepping back" to make savings.

Kantar estimates that a six-month absence from television would result in a 39% reduction in total brand awareness linked to advertising, which could delay recovery in a post-pandemic world.

For those who continue to advertise, a clear majority of consumers expect advertising to make a positive contribution to society:

"Talk about the brand's usefulness in the new daily life": 77%
"Inform about its efforts to deal with the situation": 75%
"Adopt a reassuring tone": 70%.

Obvious pitfalls to avoid in advertising during a pandemic:

"Must not exploit the coronavirus situation to promote the brand": 75%

The pandemic we are living through is anchoring profound changes within our society and durably altering the relationship between consumers and brands, companies, and their messages.

According to the Edelman Trust Barometer, for 50% of the French, the behaviour of brands during the COVID-19 crisis will determine their future purchasing decisions.

In this unprecedented period of crisis, consumers will turn to the brands in which they trust.

The way companies behave today will therefore have a major impact on their business when the crisis is over.

Becoming a 'caring brand': 4 attitudes championed by consumers

1. Offer solutions, not products to sell at all costs

The entire business world must take account of the crisis and act accordingly. The "business as usual" stance is no longer acceptable — the French are demanding more from companies!

87% of them expect companies to focus on producing products that will help people resolve their current difficulties.

Moreover, 90% of the French even expect companies to offer their products free of charge or at reduced prices to healthcare workers and frontline professions, and to those whose jobs have been affected.

2. Communicate responsibly and adapt your communication approach

– Companies must show that they care about the situation and the wellbeing of citizens.

This is why 76% of the French want them to publicly declare their support for those most affected by the pandemic.

– Companies must adapt their communication and advertising.

For 77% of French respondents, it is important that brands' communication and advertising focus on how their products can help people navigate the current situation more effectively.

78% also feel that it is better to communicate solely about products capable of demonstrating that brands have properly taken the crisis and its impact on the French into account.

– Finding the right tone and socially appropriate imagery.

A humorous or overly light-hearted tone must be handled with care (according to 52% of respondents). Brands would do better to avoid advertisements inviting escapism or showing people gathered together using their products and having a good time. The results could backfire on them.

– Facts and proof first.

It is important to communicate factually about how the company is operating during this period, or concretely and operationally about working conditions.

87% of the French expect the public to be informed of the way a brand supports and protects its employees and customers.

3. Contribute. A requirement, not an option.

For the French, the country will only emerge from the crisis if brands play a major role in resolving the current problems (according to 58% of them).

49% believe that brands and companies are responding to the pandemic more quickly and effectively than the government.

Brands have a genuine role to play and a part to take. First of all, by protecting their employees at all costs.

In France, 59% of respondents believe that companies MUST do everything to protect the wellbeing and financial security of their employees and suppliers.

4. Collaborate.

It is vital to cooperate and work together.

Companies must work hand in hand with the government and aid organisations to manage the crisis.

79% expect companies to act as a safety net, able to take over from the government or compensate for its shortcomings.

Brands reassure and support the public, but it is important that they do not act alone.

To continue communicating as effectively as possible about your company, it is important not to overlook consumer expectations and needs. The authenticity and humanity of your messages will be all the more appreciated.

To convey your company's values and message, think social media. Your message will have the chance to be seen by more people than usual, as the use of social media is heightened by the lockdown period we are going through.

This crisis is a real-world test for brands that claim to be driven by a purpose and a raison d'être. The time has come to test the authenticity and sincerity of each one. And it is best not to fail the test…