Consumers in Brazil have high expectations of brands during the Covid-19 coronavirus pandemic, with many of the country’s population valuing company initiatives that pertain to corporate and social responsibility. Offering advice and tips on safeguarding one’s health and wellbeing during the crisis was the highest consumer priority, recording a 69% response rate in the country. Meanwhile, providing news about initiatives adopted by the brand during Covid-19 was a close second with 68%.
Brazil, as of writing this, has yet to implement a full nationwide lockdown. The political situation has created a divide, with both the Health Minister and President taking different stances on the best approach to controlling the outbreak. The country’s president, Jair Bolsonaro, has controversially dismissed the social distancing recommendations made by the Health Ministry, in a likely attempt to maintain economic stability. As a result, many Brazilians feel confused and uncertain of the situation, massively damaging their confidence in the country’s leaders and thus influencing their spending power and buying habits.
GlobalData’s latest Covid-19 tracker consumer survey, which is updated weekly to reflect current consumer behaviours during the pandemic, highlights how important it is for brands to create a feeling of security and responsibility amid a crisis. As the political situation remains volatile, distrust in government bodies will lead consumers in Brazil to look elsewhere for reliable and consistent Covid-19 advice, which in this case may be their favourite brands. Moreover, companies that take proactive initiatives, such as transforming manufacturing facilities into hand sanitiser plants during shortages or donating funds to charities that are supporting the vulnerable, will help to strengthen the brands’ appeal, creating a loyal consumer base.
However, sincerity is crucial. McDonald’s Brazil received backlash for adapting it’s iconic ‘Golden Arches’ logo to reflect social distancing efforts, as the marketing move was perceived as disingenuous and superficial. The above data highlights consumers’ demand for tangible and helpful information that offers support and guidance for themselves, or visibility on how the company itself is handling the crisis. This ties into Trust and Transparency trends, which will become increasingly relevant as Covid-19 continues to shape consumer behaviour and concerns.