Communications in a pandemic: why now is not the time for silence

Many marketers have described the Coronavirus crisis as a tightrope for brands. Those who engage with it risk being seen as disingenuous, and those that continue with commercial activity as normal or fail to address it risk being perceived as tactless. By this logic, it might appear that you’re damned if you do or damned if you don’t.

So, should companies scrap campaigns and go dark?

Not according to consumers.

We went straight to the source, surveying a nationally representative sample of 2,006 U.S. adults aged 18+ between March 20th and 25th, to find out what consumers expect from brands in these tumultuous times.

Here’s what we heard: