According to GlobalData’s Coronavirus (COVID-19) Tracker Consumer Survey – Week 1, 72% of Chinese consumers would like to see news about initiatives adopted by a particular brand during the Coronavirus (COVID-19) pandemic period. Being the region that has suffered the longest from the outbreak, it is vital to keep a close eye on how brands have tackled this virus and how it has impacted consumer behaviour.
Global brands such as Nestlé are demonstrating their efforts of corporate responsibility to help multiple markets, including China by supporting charities, hospitals, food banks and delivery. Brands in China have also shown that they can receive a positive response from consumers by showing their support online. For example, thousands of Chinese consumers recognised the sincerity shown by the beauty brand Estée Lauder’s introduction of the viral “We Can Win This Fight” hashtag on Weibo to support the celebrity video messages that boost morale.
Social responsibility should the first line of strategy for FMCG brands to retain trust from consumers. As distribution channels possibilities are limited, brands should act as the beams of positivity, which is proving to be a vital ingredient to retain brand loyalty.