Wednesday, May 21, 2025
  • Login
CEO North America
  • Home
  • News
    • Business
    • Entrepreneur
    • Industry
    • Innovation
    • Management & Leadership
  • CEO Interviews
  • Opinion
  • Technology
  • Environment
  • CEO Life
    • Art & Culture
    • Food
    • Health
    • Travel
No Result
View All Result
  • Home
  • News
    • Business
    • Entrepreneur
    • Industry
    • Innovation
    • Management & Leadership
  • CEO Interviews
  • Opinion
  • Technology
  • Environment
  • CEO Life
    • Art & Culture
    • Food
    • Health
    • Travel
No Result
View All Result
CEO North America
No Result
View All Result

CEO North America > Business > Innovation > Maintaining consumer trust during a crisis

Maintaining consumer trust during a crisis

in Innovation, Opinion
- Maintaining consumer trust during a crisis
Share on LinkedinShare on WhatsApp

<img src=”https://ceo-na.com/wp-content/uploads/2020/06/c.jpg”/>

Edelman’s latest Trust Barometer Special Report of consumers in Canada highlights takeaways for brands during and after the novel coronavirus outbreak.

Article by Paul Briggs | eMarketer

The actions of brands during a crisis can make or break long-term relationships with consumers, according to the “2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus.”

Nearly three-quarters (71%) of consumer respondents in Canada said brands that prioritized profits over people would lose their trust forever. Similarly, almost two-thirds (65%) agreed that how well a brand responds in a crisis will have a huge impact on their likelihood of buying that brand in the future. More than a quarter (26%) said they started using a new brand based on its actions during COVID-19.

- Maintaining consumer trust during a crisis

Several agency executives emphasized the heightened scrutiny on brand messaging during the pandemic. “Brands should be conscious of the purpose and the value of offers during this time,” said Caroline Moul, president of PHD Canada. “Consumers want to know that a brand stands for something. They don’t want a brand to be opportunistic.”

Dustin Rideout, chief strategy officer at Juniper ParkTBWA, said that brands “need to consider not just how to participate with a message during this time, but how to communicate coming out of the crisis. In a response period, which is what we’re in at the moment, brands should aim to provide clarity and utility—that’s what people need.”

When Edelman asked adults in Canada how they preferred to hear from brands about their COVID-19 response, email topped the list at 54%, presumably because it indicates an opt-in to brand communications. Traditional media formats—TV, radio and newspapers—ranked second at 39%, followed by a brand’s website (36%). Social media, including Facebook, Instagram and Twitter, trailed more conventional media.

What Methods Would Adults in Canada Prefer Brands to Use When Communicating About the Coronavirus and Their Response to the Pandemic? (% of respondents, March 2020)
Some brands may have to rethink entire campaigns to avoid seeming insensitive or out of touch with the current reality. “We had to point out to a brand recently that the campaign they had in market just didn’t play well right now,” said Shawn Lowe, vice president of growth and partnerships at Halifax-based Time + Space Media. “It could have offended some Canadians. We made recommendations to reevaluate their creative.”
One large toy manufacturer scrapped its existing spring campaign on TV and digital video that was specific to toys for March break and outdoor activities. “With COVID-19, they canceled the planned campaign and pivoted to support retailers,” said Fil Lourenco, vice president of digital at Havas Media Canada. “As a manufacturer, they don’t have an ecommerce presence, so we adjusted strategy to drive directly to retailers. We also adjusted the product mix to be more reflective of what parents are looking for now—family games, puzzles and educational.”

Other key findings from the Edelman trust study included:

  • 93% of respondents in Canada expected brands to partner with government and relief agencies to address the crisis.
  • 89% wanted to hear how brands support and protect their employees and customers.
  • 91% believed that brands should shift to producing products that help meet current challenges.

Where feasible, brands are retooling to make goods that are in high demand during the pandemic. This includes distilleries across the country that are making hand sanitizers and textile manufacturers that are producing personal protective equipment (PPE) for healthcare workers.

“A help message is not wrong, but it’s better backed up with evidence of the assistance you are providing,” Rideout said. “Is what you’re doing essential? Essential over assistance, at least right now in this phase that we’re in, will pay dividends later on.”

Tags: 2020 Edelman Trust Barometer Special Report: Trust and the CoronavirusBrand marketingCanadaConsumer trusteMarketerPaul Briggs

Related Posts

Too much AI use leads to employee loneliness and isolation
Opinion

We Expect to Be Rewarded for Results, Not Hard Work

US economy grows by 5.2% in Q3
Opinion

Compelling Bond Market Opportunities Emerging Amid Heightened Macro Risks

- Trump 2.0 and the Impact on Infrastructure
Opinion

Trump 2.0 and the Impact on Infrastructure

No letup in pace of new ESG rulemaking in 2023
Opinion

3 ways executives can help optimize time with their board

Priorities for the C-Suite in 2022
Opinion

Empathy Is a Non-Negotiable Leadership Skill. Here’s How to Practice It.

North American CFOs grapple with finance talent shortages
Opinion

North American CFOs grapple with finance talent shortages

US adds Belarus, Bulgaria to intellectual property watch list
Opinion

Navigating tariffs with a geopolitical nerve center

How to build a strategic plan you will actually use
Opinion

How to build a strategic plan you will actually use

Governments Must Choose to Support or Restructure Heavily Indebted Firms
Opinion

The next 100 days will reveal how the White House handles debt

The Art of Asking Great Questions
Opinion

In Uncertain Times, Ask These Questions Before You Make a Decision

No Result
View All Result

Recent Posts

  • Christian Wehrle, CEO of BITZER, speaks to CEO North America Magazine about the company’s long history in cooling and heating technologies
  • ‘A future on our terms’: how community energy is lighting up Latin America
  • Diageo predicts $150 million tariff impact
  • We Expect to Be Rewarded for Results, Not Hard Work
  • How Trump’s crypto business partners left their old clients in the lurch

Archives

Categories

  • Art & Culture
  • Business
  • CEO Interviews
  • CEO Life
  • Editor´s Choice
  • Entrepreneur
  • Environment
  • Food
  • Health
  • Highlights
  • Industry
  • Innovation
  • Issues
  • Management & Leadership
  • News
  • Opinion
  • PrimeZone
  • Printed Version
  • Technology
  • Travel
  • Uncategorized

Meta

  • Log in
  • Entries feed
  • Comments feed
  • WordPress.org

  • CONTACT
  • GENERAL ENQUIRIES
  • ADVERTISING
  • MEDIA KIT
  • DIRECTORY
  • TERMS AND CONDITIONS

Advertising –
advertising@ceo-na.com

110 Wall St.,
3rd Floor
New York, NY.
10005
USA
+1 212 432 5800

Avenida Chapultepec 480,
Floor 11
Mexico City
06700
MEXICO

  • News
  • CEO Interviews
  • Opinion
  • Technology
  • Environment
  • CEO Life

  • CONTACT
  • GENERAL ENQUIRIES
  • ADVERTISING
  • MEDIA KIT
  • DIRECTORY
  • TERMS AND CONDITIONS

Advertising –
advertising@ceo-na.com

110 Wall St.,
3rd Floor
New York, NY.
10005
USA
+1 212 432 5800

Avenida Chapultepec 480,
Floor 11
Mexico City
06700
MEXICO

CEO North America © 2024 - Sitemap

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Home
  • News
    • Business
    • Entrepreneur
    • Industry
    • Innovation
    • Management & Leadership
  • CEO Interviews
  • Opinion
  • Technology
  • Environment
  • CEO Life
    • Art & Culture
    • Food
    • Health
    • Travel

© 2025 JNews - Premium WordPress news & magazine theme by Jegtheme.