A third of consumers and employees believe that the lack of communication from businesses during the COVID-19 pandemic augurs bad news. A good reason, if necessary, for companies to communicate!
A new study by PR agency Berkeley and Arlington Research reveals that almost a third of respondents (31%) are concerned that companies remained silent during the Covid-19 pandemic ( no news or no sharing of content ) may experience financial difficulties and therefore are reluctant to do business with them.
This is the case for 32% of respondents in France, 39% in Italy and Spain, 33% in the United States and 27% in the United Kingdom.
Employees worried about silence
And on the employee side, if it is their company that remains silent, respondents fear bad news for their jobs.
This is especially true for men (34%) and urban workers (35%) who are more worried than people living in rural areas (26%), even though it is generally easier to find work in the city than ‘in the campaign.
This is the case for workers in Japan (37%), the United States (35%), the United Kingdom and Romania (34%), as well as in France, Belgium and Spain (33%).
Generation Z workers are most concerned about the lack of communication (37%), while a quarter (24%) of baby boomers say they are worried.
“Without a clear communication strategy, you run the risk that consumers will make up their own minds and not necessarily be right.
Your business may be emerging from the storm, but your teams and / or your customers are ignoring it and they may be reluctant to order from you for fear that you will not be able to honor it.
The same goes for the economy, to restore confidence, it is essential to inform employees and inform them about future changes and prospects ”
, COMMENTS PAUL STALLARD, CEO OF ARLINGTON RESEARCH.
More than 1/3 more inclined to spend with brands that inspired and gave them hope
Consumers have also made clear what they expect from brand communication.
More than a third (35%) of those polled confirm that they are more inclined to spend with brands which, during the crisis, inspired them and gave them hope.
This is especially true in cities (39%), especially in the United States (45%), the United Kingdom (41%) as well as in Portugal and Spain (40%).
And more particularly for the representatives of the millennial generation (42%), those of generation Z (39%) and those of generation X (35%).
Baby boomers and the “ silent generation ” are less than 3 in 10 who agree (29% and 28% respectively).
Wider consumption of content, especially for news other than that dealing with the pandemic
Not surprisingly, 46% of those questioned confirmed that their consumption of content had intensified during the pandemic.
This is of course due to confinement, people have spent much more time, at home, online.
This is especially true for urban populations (51% versus 38% for rural residents).
If we look at the countries where we consumed more content during the pandemic, Portugal comes first (57%) followed by Spain (55%), Italy (51%), the United States United (50%) and the United Kingdom and France 45%).
The study also sheds light on the most sought-after themes.
Almost half of the respondents (47%) say they want news other than the one dealing with the pandemic. Only 20% say the opposite.
All generations want to turn away from news related to COVID-19, 51% of respondents among millennials, 43% for members of the “silent generation”.
The countries where we are most eager for “other news” are Hungary (62%), Austria and the United Kingdom (56%), Germany (53%) and the United States ( 47%).
“People want to be informed and inspired. The majority of the 13,000 consumers surveyed in 14 countries confirmed to us that the way a company reacted during the coronavirus crisis will have a strong impact on their decision whether or not to buy from the brand in the future.
The power of the present moment should not be underestimated. It’s time to take care of your communications, today »
, CONCLUDES PAUL STALLARD.
Other findings from the Arlington Research study are available in the online version of the “ Don’t Stop, the future is now ” report, as well as additional information on the Berkeley agency blog.