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What South Africans Expect from Brands in the COVID-19 Crisis

New data gives us insight into what South Africans expect from companies during the COVID-19 crisis. We look at how this data can inform decisions to drive your business forward.

18 Things Consumers in South Africa Expect from Brands During the COVID-19 Crisis

Over 95% think brands should continue advertising.
Over 80% think employers should prioritise employee needs and health.
Over 60% want companies to mastermind plans to protect the supply of services and products.
Nearly 40% want employers to foster digitisation of the workplace with digital tools.
Nearly 60% want companies to support hospitals in the purchase of masks and sanitation.
50% want employers to favour flexible working.
40% want brands to offer discounts and promotions during the pandemic.
40% believe businesses should donate towards scientific research to end the pandemic.
Over 50% think companies should make themselves available to the government to be helpful.
44% think companies should avoid humorous tones in their messaging.
55% think companies should talk about their own brand in a carefree and light way
53% believe brand communication should remain unchanged.
75% think companies should communicate their brand values.
81% think companies need to offer a positive perspective.
85% believe companies should not exploit the coronavirus situation to promote the brand.
79% want a reassuring tone in brand messaging.
87% want brands to communicate their efforts in facing the situation.
89% want brands to talk about how they could be helpful in the new everyday life.

COVID-19 Calls for Marketing and Strategy Beyond the Norm.

Crises like the coronavirus pandemic often evoke powerful emotions in us as individuals and a nation. Amidst the uncertainty, knowing what consumers expect from your business can help guide your marketing and efforts towards the crisis. By making the right decisions, you can protect the future of your company and help it recover as quickly as possible from the economic implications of the situation.

Unprecedented times like these can be difficult to navigate. Change is relentless and sudden. Constants we are used to relying on in business have changed drastically. The COVID-19 crisis calls for responses that transcend normal marketing.

About the Global COVID-19 Consumer Response Survey in South Africa.

South Africans who have smartphones, computers, and smart devices across the board were included in the data collected. The report was created from data collected from 400,000 private networks or profile panels in the country and 500 individual interviews to collate the statistics referenced in this article. Data was collected for the first and second wave of the COVID-19 crisis, dated 14-16 March and 27-30 March in 2020. The statistics can help us see into what consumers want from us right now and respond in the right way.

Understanding the Change in Consumer Experience.

For consumers, things aren’t going back to normal. The pressure, stress, and anxiety caused by the situation will have lasting effects on our society. Things like working from home, a shift to eCommerce shopping, down-scaling, limited freedom, and changing habits during this time will impact South Africa and change the way things have been forever.

The shock of the lockdown and pandemic makes consumers question their values and what has been prioritised in our world. Things like community and connectedness, simplicity, wellbeing, and doing good will matter more in the new post-corona era.

What Should be Most Important to Companies and Brands Right Now?

Based on the information collected, South African consumers expect companies to prioritise the safety and health of their employees. Second in priority, according to South Africans, must be making plans to protect the supply of services and products.

Companies can apply various strategies to adapt to our new, emerging reality. If your company has forced down time, use it to accelerate digital transformation in your organisation. The time can also be used to train teams and increase their capacity to respond. Develop a recovery strategy and use shopper sentiments and behaviours to guide it.

What Do South Africans Want Companies to Prioritise in the COVID-19 Crisis?

Over 95% think brands should continue advertising.
Over 80% think employers should prioritise employee needs and health.
Over 60% want companies to mastermind plans to protect the supply of services and products.
Nearly 40% want employers to foster digitisation of the workplace with digital tools
Nearly 60% want companies to support hospitals in the purchase of masks and sanitation.
50% want employers to favour flexible working.
40% want brands to offer discounts and promotions during the pandemic.
40% want believe businesses should donate towards scientific research to end the pandemic.
Over 50% think companies should make themselves available to the government to understand how they can be helpful.

South Africans want brands to keep communicating, but our messaging and our focus must be guided by consumer sentiment. With a captive audience whose eyes are on the screen now more than ever, brands have the opportunity to make a real connection with consumers. What companies talk about and how they talk about it should be guided by what South Africans are looking for.

How Should Brands be Communicating Right Now?

According to the report, 89% of South Africans want brands to talk about practical ways they could be helpful in the new everyday life. A strong sentiment against corruption and exploiting the COVID-19 crisis to promote one's brand was observed, while three quarters of South Africans craved brand messaging around the brand’s values.

To make the most of marketing during the COVID-19 crisis, offer a positive perspective and talk about the values of the brand. Communicate your efforts during the crisis and talk about how your brand or company is practically making a difference to help everyday South Africans. Your brand can alleviate the stress and anxiety many South Africans are experiencing now. Your company can make a difference in our economy and communities.

What Do South Africans want Brands to Communicate in the COVID-19 Crisis?

44% think companies should avoid humorous tones in their messaging.
55% think companies should talk about their own brand in a carefree and light way
53% believe brand communication should remain unchanged.
75% think companies should communicate their brand values.
81% think companies need to offer a positive perspective.
85% believe companies should not exploit the coronavirus situation to promote the brand.
79% want a reassuring tone in brand messaging.
87% want brands to communicate their efforts in facing the situation.
89% want brands to talk about how they could be helpful in the new everyday life.

The idea of not exploiting the situation for the company or brand’s gain is reinforced by South African government managing the market pricing on essentials. In times of change, adaptability and flexibility bring about positive results. Companies who take on the challenge and work on out-of-the-box solutions and plans to bring a better future to the world are more likely to survive the turmoil.

What Can Companies Do Right Now to Connect with Consumers’ Expectations?

Be practical in helping South Africans.
Actively do something to make a difference.
Be intentional and purpose-led in communication.
Use resources in practical ways to help and to inform.
Build useful action plans for adjusting brand positioning.
Be empathic in your planning to consider changing priorities in an adapting society.

Your brand and company can be remembered for its response to the current crisis. Will you be remembered for making a positive impact and for contributing in a useful way? You can also learn about how to digitise your business during the COVID-19 lockdown and make the most of a world that has gone online. You can use the information in this article to come up with fresh ways of communicating with your customers and innovative ways to take your company forward.

Interested in more Digital Marketing Insights? Read more on our Insights page today. All statistics and information discussed in this article is relevant at the time of publishing and may be subject to change without notice.

Sources: Kantar Report South Africa – Wave 1 and Wave 2

Steven Green

Sporty fun loving “Half IronMan” with self-acclaimed degree in Search engine optimisation & Entrepreneurship. CEO & Founder of Trafficfundi, P.tch Digital & Greenies Comics.