Since the COVID-19 pandemic began affecting the United States, public perception of brands has been changing rapidly. Specifically, people are beginning to grow their trust in brands. This brand trust comes from the many opportunities that companies now have to show that they value consumers and employees more than they value receiving a profit on their products or services.
The biggest reason that brand trust has been increasing is because brands have the ability to provide COVID-19 relief. Many brands have chosen to do this through donating money and essential materials or lowering their prices to fit consumer needs. During this time, companies are aware that the pandemic is a global problem that is “requiring everyone to pitch in and do their part, including businesses.” (Regan, 2020).
When a business contributes to COVID-19 relief, consumers are able to see that “businesses don’t exist for the sole purpose of making a profit” (Regan, 2020). In other words, the pandemic has made way for brands to actively show consumers that they are concerned about their well-being. Businesses display this through their ability to fulfill the consumer’s needs, which (in the midst of a pandemic) includes helping society as a whole (Regan, 2020). As a result, businesses are seen in a positive light by consumers and are able to grow their trust in the entire brand.
Not only does providing relief to outside organizations through things such as donations or price reductions help companies to gain consumer trust, but providing relief to those within the company also changes consumer perspective. According to Edelman Communication Firm (2020), there is unanimity across markets that people want brands that are willing to do everything that they can to protect the well-being and financial security of their employees and suppliers (Edelman, 2020). In other words, companies who show compassion and understanding toward their employees during this difficult time create a better image for their brand overall.
KFC, a widely known fast food restaurant, is just one example of a brand that has publicly shown their efforts to help their staff during the pandemic. When the pandemic began, KFC allowed their employees to take sick leave with guaranteed wages if they were unable to work (Edelman, 2020). Not only does this increase employee morale, but it also shows the public that KFC genuinely cares about the hardships that their employees are facing. By showing sympathy towards those within the company, brands have been able to create a positive public opinion of themselves, and therefore increase how much consumers trust their brand as a whole.
Brands that have been “doing their part” during the pandemic have begun forging long-lasting relationships of trust with consumers. In fact, Forbes explains that “becoming a purpose-driven company is actually a long-term strategy and one that goes far beyond philanthropic efforts to pitch in during times of need” (Regan, 2020). This means that consumers don’t only trust companies because they are providing aid during this time, but also because they are a brand that stands for something bigger than themselves. It gives consumers “something greater to buy into than a product or service” (Regan, 2020). This has created an opportunity for consumers to increase their trust brands.
Whether a company is donating to a COVID-19 relief fund or empathizing with their employees, the pandemic has created the opportunity for brands to positively affect how consumers view their company. This has allowed for consumers to increase their trust in brands as a whole.
Sources:
Edelman, R. (2020). Trust Barometer Special Report: Brand Trust and the Coronavirus Pandemic. Retrieved March 30, 2020, from https://www.edelman.com/research/covid-19-brand-trust-report
Regan, M. (2020, May 26). Council Post: The Changing Face Of Brand Trust: Three Post-Pandemic Nonnegotiables. Retrieved September 15, 2020, from https://www.forbes.com/sites/forbesbusinesscouncil/2020/05/26/the-changing-face-of-brand-trust-three-post-pandemic-nonnegotiables/
Raigan Novotny 