For years now, brands have become more and more vocal about their sense of purpose and their commitment to social and environmental responsibility. But the rules have changed. COVID-19 has been a baptism of fire for brand purpose, putting commitments to the test when society needs them the most. More than just large donations or empty platitudes, consumers want to see that brands actually care.
Consumers care more than ever - Since the start of the pandemic, businesses have led the way in their practical responses and moves to cement community ties, sometimes with six-figure investments. But for consumers, the small interactions matter just as much. They also agree with more aggressive corporate social initiatives, but since the start of the pandemic they have become just as concerned with how they are treated.
Asking consumers what they want from brands almost always produces results of “high-quality products”, and usually at an affordable price as well. So the fact that supporting people through the coronavirus has surpassed these factors points to the permanent changes in corporate social responsibility ahead.
Support for social welfare initiatives has grown most where the virus has hit hardest. Support for brands that donate to charity has grown 16% in Thailand, and 10% in the Malaysia. For years, corporate PR teams have been promoting the idea that they provide value for their shareholders, as well as for their customers and employees. Now they have the opportunity to make good on those promises.
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