Consumers split on how brands should advertise during COVID-19

Rob Clapp

An overview of consumer opinion on how brands should advertise in response to the novel coronavirus (COVID-19) outbreak across 13 markets.

Consumers are unsure of how brands should advertise during the novel coronavirus (COVID-19) outbreak, according to research by GlobalWebIndex. In a survey of consumers across 13 markets from the 16th to 20th of March, 37% said brands should advertise as normal. However, the same figure (36%) said they were uncertain while over one-quarter (28%) said brands need to advertise differently.

Additional research suggests consumers are instead more interested in brands helping tackle the outbreak and providing key information.

Germany and France are the only two markets surveyed where more consumers think brands should advertise...

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