Ongoing AMC Global study looks at consumer preferences regarding brand messaging and tone during COVID-19.
Why was the research conducted?The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the crisis.
How was the research conducted?Weekly polling of U.S.-based general population of primary purchasers age 21+.
What are the key findings of the research?
- Ninety percent of consumers want to hear how companies are protecting customers from COVID-19 exposure, 89% how they are protecting employees, 82% on how they are handling employee needs like benefits and layoffs.
- Seventy-three percent of consumers want to know what brands are doing to donate to the community in terms of goods and services.
- Fifty-seven percent of consumers prefer a more serious messaging tone during this time, 50% want an informative tone, 35% are looking for a practical tone, while 36% would prefer it to be more heartfelt.
Contributor's Name: Michelle Andre