Reeling from the coronavirus shutdown of a wide swath of business sectors across the country and the globe, the advertising industry stands to lose billions of dollars as advertisers big and small …
Reeling from the coronavirus shutdown of a wide swath of business sectors across the country and the globe, theindustry stands to lose billions of dollars as advertisers big and small pull back on their marketing campaigns.
But advertising will play a key role in the recovery once the crisis abates, and a new survey from themakes the case that advertisers still have a vital role to play in buoying the economy and consumer confidence in the days ahead. The survey of 1,000 consumers on March 18, 2020 “to understand how consumers feel about brand communication during the pandemic,” found that “More than half of respondents are pleased to hear about brands taking actions to help out communities, like making donations of goods and services.Offering paid time off for employees who are unable to work due to closures is the most important step consumers think brands should take in response to the coronavirus pandemic.
The survey also found that the pandemic “is affecting many aspects of people’s lives. We asked in what ways the coronavirus is impacting daily routines. Mostly, people are staying home:• 44% are not comfortable going outside for non-essential items“15% of respondents said that the coronavirus is not impacting their daily routines. When looking at regional differences in survey respondents, the top states where people are not changing their routines are Hawaii, Wyoming, Montana, and Alaska.
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