Today’s consumers value empathy in a big way—and they expect brands to demonstrate it. In light of the Covid-19 pandemic, American consumers are re-evaluating their connection to the world around them, and brands are no exception. In fact, the majority of U.S. consumers state that the way that brands respond to the pandemic will influence their future engagement with the company.
Today’s consumers regard empathy as non-negotiable.
94% of Americans believe that empathy is important to our society
Almost four in five people (79%) state that it has become more crucial due to the Covid-19 pandemic.
Before the pandemic, 43% of Americans would describe the country as being empathetic.
During the pandemic that number increased to 50%.
A May 2020 study revealed that 86% of people believe that if brands are looking to create a greater sense of loyalty, they will have to demonstrate more empathy.
Two in three consumers state that the way brands respond to the Covid-19 pandemic will impact their future interactions with the company.
Showing consumers you care has never been more important. Here’s how consumers want brands to demonstrate empathy.
The top five ways that a brand can convey its empathy to consumers:
52% - Treating consumers with respect
50% - Treating consumers like human beings
43% - Listening to consumers
41% - Caring about consumers
37% - Acknowledging and taking responsibility when the brand did something wrong
Consumers also believe it’s important that brands demonstrate how they are being empathetic to their employees.
Here are the ways Americans think that brands can genuinely show empathy:
93% - Providing employees with salary and sick leave support
91% - Manufacturing critical resources
91% - Assisting local businesses that are experiencing difficulty due to the present situation
90% - Being transparent about how companies are keeping their employees safe
90% - Giving back to people in need