Gartner has released a helpful report on a consumer survey they conducted on how brands should go cautiously forward in a postvaccine world.
Here are some highlights:
- 71% of consumers are willing to receive a COVID-19 vaccine
- A majority of consumers indicate a low level of willingness to engage in normal activities even after they’ve received a full dose of the vaccine
- Thorough, digestible vaccine-related communication from trusted experts will remain paramount throughout at least the first half of 2021
- Consumers will accept both the vaccine and a return to normal life at a varied, and perhaps slower-than-expected, pace
- Enforcement of pandemic-related safety protocols, such as face masks and social distancing guidelines, will be important for the foreseeable future.
Based on this study we are advising businesses:
- Proceed with care in your operations.
- Consumers are still cautious about returning to normal so messaging in public relations and marketing should take that into account.
- Don’t just fully open, as though COVID is no longer a threat, and assume customers will be OK with it. Continue precautions. It’s time to ease customers back into live engagement.
- Continue to provide all the digital services and marketing that you can.
- Increase your engagement and grow your leads with brand storytelling. Brands can offer a steady sense of normalcy if digital offer is easy and the messaging is correct.
- Consumer expectation will be cautiously optimistic throughout 2021.
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R. Michael Brown has specialized experience in successfully managing marketing and public relations during a crisis – both a brand emergency and a market or environmental disaster. He has performed these duties around the world with the police, military, local and national governments, nonprofit Non-Governemental Organizations (NGOs), and with Fortune 100 companies.
His steady leadership during a crisis can help you now.