Retail: Brand Values After COVID-19

Communications Strategy

From the onset of the pandemic, the vast majority of governments and companies clearly stated their intention to prioritize people over profits. As companies worldwide restructure their business models, it has become evident that their brands are now being evaluated based on their goals and actions. The pandemic has shown that consumers want companies to care about more than just sales or dividends.

People expect retailers to reflect their values and address societal issues. COVID-19 has provided retailers with ample opportunities to showcase their global mission.

It is anticipated that retailers will start focusing more on increasing the transparency of their operations. Special attention should be given to those who help society respond to and recover from health challenges. Those who go above and beyond to support their customers and employees during this trial will undoubtedly emerge with greater brand loyalty.

Brand Audience

Consumers are skeptical of grand statements. According to research by Meaningful Brands, only 38% of brand audiences believe that companies are honest about their commitments and promises. In the near future, it is expected that leading retail brands will shift from merely declaring brand promises to using their purpose as a key growth principle and a starting point for decision-making. Smart retailers will use this critical period to demonstrate that they live their mission, rather than just talking about it.

At Electric Brand Consultants, we create communication matrices that include multiple target audiences, themes, and tone of voice.