Edelman Trust Barometer Special Report: Brand Trust and the Coronavirus Pandemic
Edelman
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Edelman conducted a 12-market study on March 26, 2020 on the critical role brands are expected to play during the coronavirus pandemic. This study follows
research conducted two weeks prior that focused on the role of the private sector during the pandemic.
Edelman interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK and U.S.
This data reveals the power and necessity of brands as well as their urgent need to act.
This Trust Barometer Special Report found:
- 71% of respondents agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever
- There is unanimity across markets (90% globally) that people want brands to do everything they can to protect the well-being and financial security of their employees and suppliers, even if it means substantial financial losses until the pandemic ends
- 84% of respondents said they want brand advertising to focus on how brands help people cope with pandemic-related life challenges
- Over one-third of consumers (82% in China, 60% in India) said that they have started using a new brand because of the innovative or compassionate way that it has responded
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Organizations Rising to the Challenge of COVID-19 Communications, but Leaders Must Demonstrate Transparency, Clarity and Openness
Orangefiery
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Orangefiery conducted an online survey consisting of 454 respondents of which 327 identified as an employee and 127 identified as leaders.
In assessing the communications they’ve received from their employers about COVID19, significant percentages of respondents said their organizations had been delivering on-topic communications (82%) using the right communications channels (85%) with an appropriate frequency (79%).
The survey also found that leaders were more likely than employees to say that communications were very or extremely trustworthy (75% to 63%), clear (69% to 62%), honest and open (75% to 58%), successful at alleviating anxiety and concern (46% to 33%), and useful at communicating what employees should think and do (58% to 51%).
When employees were asked what they want to see more of from future communications, the top responses were:
- Transparency about what the organization knows and doesn’t know (32%)
- More information about resources for emotional and mental health, including dealing with stress & anxiety (25%)
- Stronger acknowledgement of the difficulty of the situation (23%)
- More frequent communications (22%)
- More clarity in communications (22%)
- More direct acknowledgement of misinformation and/or rumors (22%)
- More information about sick days, personal days and other benefits to deal with sick family members, children at home, etc. (21%)
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Crisis and Emergency Risk Communication as an Integrative Model
Barbara Reynolds,
Ph.D., Centers for Disease Control and Prevention, and Matthew Seeger, Ph.D. Wayne State University
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As the COVID-19 pandemic continues to spread throughout the United States and all over the world, organizations are using crisis and risk communication now more than ever before.
Researchers Barbara Reynolds, Ph.D. and Matthew Seeger, Ph.D. developed a model of communication known as crisis and emergency risk communication (CERC). The model merges many traditional notions of health and risk communication with work in crisis and disaster communication.
This model outlines the specific kinds of communication activities that should be called for at various stages of disaster or crisis development and although crises are by definition uncertain, equivocal, and often chaotic situations, the CERC model is presented as a tool health communicators can use to help manage these complex events.
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The Harris Poll COVID-19 Tracker Weekly Summary Report
The Harris Poll
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Since March 5th, 2020, The Harris Poll has conducted weekly online surveys analyzing trends among American citizens during this time of transition due to COVID-19.
The fifth iteration of this survey was fielded online among a nationally representative sample of 2,016 U.S adults from March 28 - 30, 2020.
Some key findings include:
- While 41% say COVID-19-related ads are a good thing, a third (34%) say marketers should only advertise if they’ve taken action to address COVID-19, and a quarter of Americans say marketers are doing it for publicity as most of them feel contrived/forced
- The majority of Americans (60%) would support government and public health officials having access to anonymous mobile location data so they can monitor which areas are practicing social distancing while 71% would be willing to share their mobile data location so that they can be alerted if they were to enter an area that posed a health risk
- Americans are doing more now (90%) than last week (76%) to support their communities
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The Emotional Path to Action: Empathy Promotes Physical Distancing During the COVID-19 Pandemic
Stefan Pfattheicher, Ph.D., Aarhus University; Laila Nockur, Ulm University; Robert Böhm, Ph.D., University of Copenhagen; Claudia Sassenrath, Ph.D., Ulm University; and Michael Bang Petersen, Ph.D., Aarhus University
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The COVID-19 pandemic presents a major challenge to societies all over the globe. To curb the spread of the disease, one measure implemented in many countries is minimizing close contact between people (“physical distancing”). Engaging in physical distancing is a prosocial act in the sense that it helps protecting other individuals, especially those most vulnerable to the virus.
Building on this concept, the authors tested the idea that physical distancing can be the result of a genuine prosocial motivation—empathy for those most vulnerable to the virus.
In three studies that include samples from the US, the UK, and Germany (total N = 2,192) collected at the beginning of the outbreak, researchers found:
- Empathy is indeed a basic motivation for physical distancing
- Inducing empathy for those most vulnerable to the virus promotes the motivation to adhere to physical distancing
Learn more about the basic motivation underlying the willingness to follow one important measure during the COVID-19 pandemic.
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