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  • How are people weighing up brands’ actions during the crisis?
  • How are people weighing up brands’ actions during the crisis?
    Surface (2020) ©

What would make people loyal to brands post-crisis?

With public resources stretched, COVID-19 has created opportunities for brands to demonstrate their pro-social values. But how are people evaluating their responses to the crisis? Canvas8 spoke to 16 Britons and Americans to learn how brand actions may affect customer loyalty in the future.

Location North America / Northern Europe

COVID-19 has not only changed attitudes towards hygiene and public gatherings, but is also impacting people’s core values. Researchers have found that people in China are displaying more collectivist attitudes than prior to the outbreak. As the country is ahead of the rest of the world in terms of pandemic stages, it’s likely that citizens in other nations will follow suit as they exit lockdown. People are already exhibiting a desire for unity in battling the disease, with 62% of global consumers believing their country won’t make it through the crisis without brands playing a critical ...



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