Published 3 years ago.
About a 3 minute read.
Image: Sasin Tipchai/Pixabay (adapted)
The Porter Novelli COVID-19 Tracker: Insights for a Time of Crisis highlights the need for US companies to step up, authentically, to address the public’s needs and expectations.
Porter Novelli has unveiled new research to provide companies with data and
insights to guide their strategies and Purpose-driven efforts during and after
The survey, done earlier this month with 1,004 US adults, found that they view
companies as critical stakeholders — not only in current relief efforts, but
also in longer-term results. In fact, a third of US consumers have more faith in
business to create solutions to address the coronavirus pandemic than other
entities, including government and nonprofits.
US consumers are looking to companies to lead during this crisis — and
some have more faith in business than government: Three-quarters (75
percent) of US adults polled believe companies must step up to support
coronavirus relief — and a third (34 percent) have more faith in business to
solve the coronavirus pandemic than other entities (including government and
Actions made now will impact brand reputation beyond the
crisis: Three-quarters (75 percent) of US adults polled say how companies
act now will impact their perceptions of them in the future and the same
amount (75 percent) said they will remember the companies that stepped up.
And 71 percent said they’d stop buying products from a company they felt was
irresponsible during this time.
Employees feel companies did a good job in supporting COVID-19 relief
efforts, but speed is critical: While nearly two-thirds (63 percent) of
employees feel their companies did a good job supporting communities during
the coronavirus pandemic, four-in-10 feel their company could have acted
US consumers feel companies must do well by employees first, then support
relief efforts: Of the various ways companies can get involved in relief
efforts, survey respondents feel that companies must first ensure employees
can continue to receive money and benefits (68 percent), implement policies
to product health and safety of employees (68 percent) and donate products
or services to relief efforts (68 percent).
“Has there ever been a time when all of humanity was experiencing the same thing
at the same time? Today, brands, governments and NGOs are grappling with the
same existential that we, as individuals, are also facing,” said Sandy
Skees, EVP of Global Innovation & Impact Practice Lead at Porter Novelli. “I
am struck by the creativity of humanity — people sharing hopes and fears, as
well as silliness. Right now, the best a brand can do is participate in this
collective effort. In our Find.Live.Tell. methodology, this moment calls for us
to Live. There are examples of heroism everywhere. Trust your sense of humanity
and do the next right thing.”
When asked open-ended questions as to which companies are doing the best job
with relief efforts, a few names rose to the top — including Ford, GM, Johnson
among others — which consumers have recognized for their quick responses since
the spread of the coronavirus.
Review more findings — and tips for ensuring your efforts get resources in the
right hands, make the most impact and lean in on authenticity — here.
Published Apr 14, 2020 2pm EDT / 11am PDT / 7pm BST / 8pm CEST