How to read the room at this time
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According to research by Kantar, only 8% of consumers want advertising to be put on hold during the COVID-19 crisis. At the same time, out of a global sample of 35,000 consumers, 74% thought that brands should not seek to exploit the situation for profit. The sample is split on how companies should address consumers, however: 50% think brands should talk as they have always done and 50% think companies should talk about their own brand in a carefree and light way. “That gives a sense of how delicate the balance is at the moment,” says Kantar Insights chief innovation officer, Rosie Hawkins. “There is a need to talk about brands, but to do so in a way that supports governments and consumers and is not exploitative.” The key takeaway from the report is to focus on long-term brand building and health without pulling all ad spend, especially for smaller brands.
You can request to read the full report here.