Australians are looking for acts over ads since COVID-19, according to a study by creative agency INNOCEAN.
The 2020 Life in the Times of COVID tracker surveyed 2,000 people between June 29 and August 22.
A third of those surveyed said companies lacked both generosity and empathy in their marketing campaigns during the pandemic.
When asked which organisations and industries were in tune with current needs and values, only four in 10 people mentioned government, one in three retailers and one in three responded “none”.
The three key brand values particularly important to Australians in the current environment are: empathy, generosity, and transparency.
They were considered “much more important” than six months ago.
“Australians value generosity and empathy more than ever before,” says INNOCEAN head of strategy Karl Bates.
“Genuinely listening and meaningful communications are good but actions that deliver something as a result are even better.”
The research also investigated relationships with specific brands across sectors.
When asked which brands were helping Australians successfully navigate through the pandemic, retailers come out on top (more than 50% stating Woolworths and almost 40% Coles).
However, banks are getting little credit, with only 18% calling out Commonwealth Bank, 13% mentioning Westpac. One in four people say no brands are helping them.
There is widespread support for “bricks and mortar” shopping, with more than half of (57%) expected to do at least 50% of their Christmas shopping in physical stores.
While fears about the health impacts of COVID-19 continue to be felt across the nation, 78% said they were more inspired to shop in-store rather than online this Christmas, as a way of showing their support and feeling connected to their community.
Most (90%) say they will be making an effort to support local in the build up to Christmas.
“People want to get back in-store as it symbolises a return to normal. It provides inspiration, reconnects people to their communities and enables them to support local businesses in need,” says Bates.
Bates says the survey results reflect a nation finding a way to get on with life.
“The past six months have been devastating for all Australians, with COVID-19 transforming the way we live and impacting every facet of life,” he says.
“The majority of respondents, at 56%, feel optimistic about Australia’s future, which shows people are doing what they can to make the most of the situation.
“People are appreciating the ability to connect with family and community; they’re seeing this as a period to stop and breathe – people are cautiously optimistic about the future and itching to hit the road for a break from it all at Christmas.”
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