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Essential news for marketers, summarised by YouGov

Companies should provide information that is relevant to their target demographics during the crisis.

Customers are increasingly sceptical about pandemic related news with 18% consumers not trusting any source. Businesses should ensure that they are providing the correct information during the crisis to avoid trust erosion.

With consumers reducing reliance on traditional social and political institutions during the pandemic, businesses should capitalise on the opportunity to reach out and look to provide comfort to them. For instance, when nearly half of the consumers were unsure about their next hotel stay, companies like Marriot and Hilton launched programs to enhance cleanliness and guest safety.

70% of US adults are eager to stay informed rather than disconnected from pandemic-related news. Almost half of US consumers prefer pandemic related ads that include information on service changes and options for moving the relationship online.

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