As brand owners obsess over developing an authentic brand purpose, it seems that in the meantime at least, they are becoming caring and sharing, according to marketers, who claim their firms are far more compassionate since the outbreak of Covid-19.
That is the key takeaway from a study of 220 senior data and marketing professionals, who judged this year’s DMA Awards, with nearly three-quarters (74%) saying their brands or clients have shown more thoughtfulness amid the pandemic.
This desire for more compassion was also revealed in the DMA’s latest “Customer Engagement: How to Win Trust and Loyalty” report, in which nearly four in five (77%) consumers said brands should be more compassionate during the outbreak. Most felt they should do this by communicating both how they are helping customers (66%) and supporting staff (58%).
Most DMA Awards judges point to tailoring content and thoughtful messaging (68%), trying to be useful to consumers (62%) and taking a more customer-centric approach (55%).
In addition, half mentioned being more generous to essential workers and even reducing marketing spend and volumes (42%) to reduce the impact on consumers during this time.
When asked about the key benefits of compassionate and thoughtful approaches, the two areas most cited focus on people – both the brand’s customers and its staff.
Creating a truly “customer first” experience (65%) and improving the wellbeing of their own employees (64%) were followed by a feeling of providing more harmony to society (61%).
DMA head of insight Tim Bond said: “The pandemic has had a devastating impact on people and businesses around the world. Although there has been a positive side-effect of coronavirus, in that it has contributed to a significant increase in brands compassionate and thoughtful approaches to how they market to consumers.
“Over recent years, we have seen that the values and ethics of businesses are becoming an important motive for consumers when considering brands. The message is clear – brands who put people first are more likely to engage and connect with consumers post-lockdown.”
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