Businesses should give back during the pandemic to show they care

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 07, 2020, 4:48 PM UTC

Brands should address the most pressing consumer pain points and concerns.

This piece says that brands should explore how they can offer their customers and community support during the crisis to build up good faith and trust. Steps taken at this moment, even if they are different from what the company normally does, can work in favour of the brand once the situation normalises.

Online and SaaS providers should consider lifting their paywalls or offering extended trail offers to people who are stuck at home. Helpful offers can help businesses win over advocates and even potential future customers.

Making small, but substantial changes, like adjusting business hours for vulnerable sections of the population can help make customers feel comfortable. Even donating supplies like sanitisers and protection equipment to local frontline workers can help.

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[6 minute read]