COVID-19: United States Consumer Comfort Levels

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COVID-19: United States Consumer Comfort Levels

Advertisers and their marketing tactics have had to quickly react to catastrophic events before. A powerful example of that is the attacks on United States soil on September 11, 2001. This COVID-19 global pandemic has necessitated advertisers to quickly turn on a dime, even as they are facing an unprecedented drop in revenue as people have lost their jobs leading to hesitancy in consumer purchasing. Brands navigating this crisis need to keep consumers' feelings about COVID-19 top of mind as they plan and then execute marketing and advertising campaigns.

We have curated eleven pieces of information, data, and/or statistics surrounding consumer sentiment in the United States concerning how brands are communicating during the COVID-19 pandemic. This does include, but has not been limited to, how consumers are open to brands addressing COVID-19 in ads.
  • When the COVID-19 pandemic was first reported as a major outbreak in mid-March 2020, consumers in the United States were surveyed surrounding their sentiment towards brand communications. Over 50% of those asked said they were happy to see that brands were contributing to the fight against the epidemic by making various donations. Most consumers wanted to hear from brands in that time, while only 15% were not interested in receiving news from brands. This can be visualized in the graphic below.
  • Ace Metrics echoes the above data as they polled consumers at the outset of the pandemic and found that consumers were okay with brands addressing COVID-19 in ads. Of those surveyed, forty-two percent said “yes, any mention is ok”, forty-four percent reported that it “depends on the message and/or brand”, and a mere ten percent said it wasn’t ok.

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