Companies with positive brand actions could enjoy support from one in five customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 16, 2020, 1:08 AM UTC

In the current environment, consumers would reward companies that are meeting their most pressing needs.

This article cites Deloitte’s Global Marketing Trends report which revealed that one in four consumers will distance themselves from a brand if they disagree with its brand decisions. One in five would support a company’s positive brand actions.

58% of consumers surveyed can recall a brand that adapted its offerings to better address COVID-19’s effects. These updated offerings were the reasons why 82% of respondents wanted to do more business with the brand.

A separate Deloitte study found that 56% of consumers crave a more “human” brand experience delivered in virtual environments. Additionally, Deloitte’s C-suite survey shares that 77% CMOs have turned to AI to automate work amid the pandemic.   

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