Young consumers believe brands should lead Coronavirus relief with practical solutions. Last week, we told you the ways that brands are showing young consumers how they care and our COVID special report on brand action found that 89% of 13-39-year-olds expect brands to take action to help with Coronavirus. According to an Edelman report, many consumers feel like brands are responding more quickly than the government with 62% believing that the country cannot endure the crisis without brands playing an active role in relief efforts. In the same survey, 71% agreed that companies who prioritize profit over people will lose their trust, and there is a strong desire from respondents for messaging that focuses on practical ways to navigate the pandemic. (Adweek, Marketing Dive)
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