Gartner’s Consumer Sentiment About COVID-19 Report Analyzed: 8 Tips for Marketers

Gartner’s recent consumer study revealed that the coronavirus pandemic has changed attitudes, priorities, and how customers view brand responsibility. We also have stats from Scorpion’s survey analyzing shifts in consumer attitudes. These insights can help marketers streamline how to move forward with brand communication.

At a time when U.S. customers were grappling with privacy and security concerns, COVID-19 made an entrance, giving consumers so much more to consider when choosing brands. Customers are now so much more anxious and concerned and are looking to brands for comfort and support during these challenging times.

For brands and marketers, it has become more crucial than ever to understand changing customer behavior and intent in the face of a global crisis. They must also be ready with what consumers need and stay mindful and relevant in their communications. This includes modifying their tonality and marketing techniques.

Learn More: Five Proven Strategies for Marketing During Challenging TimesOpens a new window

The Gartner Consumer Community (GCC) answered questions about customer concerns for the future and what role they expect brands to play. Here are the key findings of the surveyOpens a new window :

• 66% believe companies should take the initiative to solve key cultural issues in our society
• Companies with brick and mortar stores must take responsibility to keep customers safe from exposure to the virus
• 62% are overwhelmed, annoyed, exhausted, or frustrated with the volume of content they absorb daily
• 50% believe brand reactions to the coronavirus are made in the best interest of people, or motivated by protection of the corporation’s bottom line
• More customers are worried about brick and mortar stores running out of stock as compared to online availability
• Price hikes due to increased demand are a big concern for the short and long term
• Brands should inform customers if there is a possibility of infection at their stores
• Companies must update customers about shortages, delivery, and service delays
• ·Fear, anxiety, fear of missing out (FOMO), and guilt are now the most experienced negative emotions driving decision-making

While a lot of these needs might not be in brands’ control, knowing these customer expectations can help brands understand the consumer mindset and modify their workings accordingly.

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For a more rounded insight on the shift in consumer attitudes, let’s analyze Scorpion’s surveyOpens a new window :

• 82% think the pandemic will end within a year
• 43% plan to cook at home more often
• 42% will save more money to address future economic challenges
• 55.5% are now spending 3–6 hours online
• 42% more users are using streaming services, and 34% are active on social media (the majority being Millennials and Gen Z)
• 33% expect to spend an increased amount of time in front of their computers
• 36% will click on relevant ads

While organizations must reevaluate their planned messages, the steps to be taken will vary depending on the brand and industry. Some could provide support, while others could cater to new and growing needs.

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8 Tips for Marketers Going Forward

These reports prove the impact brands have on society and culture and highlight how brands need to be even more cognizant about the role they play in consumers’ lives. Based on the key areas of concern for customers listed above, here are what marketers can focus on:

1. If your brand doesn’t deal in essential services, don’t pull back on communication completely. Be present, but mindful of the message you are sending out. Leave public service announcements (PSAs) to government bodies, but help consumers feel connected and supported.
2. Ensure the availability and supply of goods before promoting and offering discounts. There is nothing more disappointing than unfulfilled promises.
3. Communicate about the steps taken to keep employees and customers safe in your brick and mortar stores, and while making deliveries offer contactless drop-off.
4. Pause previously planned ads that could be seen as insensitive.
5. Reassure consumers that out of stock inventory will be available in the future, and there is no need to hoard goods.
6. With customers spending more time than ever on social media, OTT, and their computers, reaching them could be easier now.
7. Focus on brand awareness and not on selling. Leverage falling ad costs but do so keeping responsible and responsive tonality in mind.
8. As customers are responding to ads that appeal to them, get creative and take to storytelling to make ads that can inspire your customers.

As the situation continues, the consumer mindset will evolve, and brands will need to stay attuned to changing needs and expectations. As marketers, focus on your value proposition and the challenges at hand and communicate in the right way to build lasting bonds.

How have you been communicating with your customers lately? Tell us on TwitterOpens a new window , LinkedInOpens a new window , or FacebookOpens a new window ; we’re listening!