The actions brands take now will not be soon forgotten.
Forgive the homage to Austin Powers, but as soon as I read the research and potential impact of brand behavior now, that memorable “oh behave” catchphrase came to mind. Probably because of all the Mike Myers movies that have made it to the top of our watch list while we #stayhome. We are finding his unique and irreverent brand of humor can be a welcome distraction during dinner prep.
As marketers, we spend much of our time culling through consumer research to inform our efforts better. And in unprecedented times like these best practices may still have some merit, but if brands want a chance at connecting with their new and evolving targets, keeping up with audience opinion is more important than ever.
Financial Concerns Mount
According to the Kantar study on how COVID-19 is influencing consumers, 68% of people are more concerned about the financial impact COVID-19 is having on their household than falling sick.
Brand Behavior: Putting your money where your mouth is with a support message backed by complementary services or real discounts can turn consideration into a purchase and a target into a loyal consumer for years to come.
Healthier Lifestyles Emerge
Self-care is another prevalent theme, encouraging us to pursue healthy habits during self-isolation where healthier lifestyle choices have managed to cross the generational divide. Young adults (18-34) say they are eating healthier, focusing on personal development, and exercising more regularly while older age groups (55+) are trying to get as much sunlight as possible in the context of greater restrictions to their freedom of movement.
Brand Behavior: Consider how your product can help your audience arrive at a better work-life balance, especially in the SMB world, where overburdened business owners can appreciate the effort even now.
Brand Behavior Scrutinized
Data from the first and second wave of the Kantar COVID-19 Barometer research found that people not only expect businesses to prioritize staff welfare, they expect practical help from companies, including the donation of useful items and helping the government.
47% of people expect companies to support hospitals during the crisis.
39% say that companies should be making themselves available to governments.
8% of consumers believe that companies should not stop advertising, with many claiming that it is a welcome distraction, reminding most of the more normal times.
Brand Behavior: Never underestimate corporate responsibility when it comes to bolstering brand affinity. If ever there was a time to market selflessly, it is now. Your brand’s behavior will be remembered and aptly rewarded after the pandemic and beyond.
Have an example of admirable brand behavior to share? Or need help with marketing during the COVID-19 crisis, we are offering complimentary support to SMBs. Contact us today for a free consultation.
