Brazilians hope brands will help solve the crisis

The flow of consumer confidence in institutions has been changing in recent years, due to new dynamics of influence and consumption. The last decade has been especially marked by corporate purpose, a concept that guided the strategy of companies and caused them to share social and communication responsibilities with institutions such as governments and the press.
The pandemic scenario, however, accelerates this dynamic and places brands as protagonists in solving social problems and consumer anxieties.
That's what the "Confidence in The Mark 2020" report shows, a new clipping of the annual Trust Barometer survey by global Public Relations agency Edelman.
The study maps the determining attributes for consumer confidence in brands in the current context. The online survey was conducted from May 27 to June 5 with 22,000 respondents in 11 countries, 2,000 of them in Brazil. The report also includes a clipping on the pandemic, which included a parallel consultation with 1,000 Brazilian interviewees on March 23 and 26.
According to the study, 96% expect brands to join governments and associations to solve the crisis triggered by the pandemic. Still, 93% said they expect brands to protect the well-being and financial security of their employees and suppliers, even if it means suffering large financial losses until the pandemic is over.
Regarding the impact on society, 43% believe that brands will have a major impact on the speed of economic recovery, and 48% believe that brands are more involved in the main social issues.
From the point of view of consumption, the survey shows that people are buying or boycotting brands according to their actions in the face of the pandemic. Among the Brazilians surveyed, 52% said they started using one-brand products because of the company's innovation or solidarity actions in the face of the pandemic —an index higher than the global average of 44%. Another 41% said they had convinced others to stop using a particular brand because of their response to the moment.
When deciding which products to buy, Brazilian consumers are mainly valuing price and accessibility as main attributes. Altogether, 69% consider the price when buying a new brand.
After the price, Brazilian consumers said they considered the brand's reputation, according to 58%, and, third, the way brands treat their customers. Still, 37% said they analyzed how the brand reacted to the pandemic when making product decisions.
When asked why they feel the need to trust brands at the present time, consumers highlighted social and personal needs.
In all, 35% of Brazilians said the pandemic made them more dependent on brands to maintain their safety and community. Still, 33% said they are in financial difficulties, they cannot waste money and, in order for this not to happen, they need to trust the products they buy.
From the point of view of communication, the overall survey showed that 61% of consumers respect and value when brands invest in communicating about solidarity actions they are taking during the pandemic. However, another 39% find it embarrassing when brands report all their actions made during the pandemic.
The research also maps the role of advertising and different stakeholders in shaping consumer confidence in brands. According to the study, 73% of Brazilian respondents use one or more strategies to avoid digital advertising -- an index that grew seven percentage points over last year.
In addition to advertising, there are three factors pointed out by consumers for the increase or drop in confidence in brands. According to the research participants, the main elements that affect trust in brands are the personal experience of consumers, conversation with peers and access to spontaneous media.
When it comes to the most reliable spokespersons, the opinion of peers, such as friends and family, counts the most, according to 77% of The Brazilians consulted. Then consumers tend to rely more on industry experts, technical experts and company founders in this order.