New research by social media platform Twitter has found that Brits are expecting brands to have a more “caring” tone of voice in their messaging post-pandemic.
At least 1000 UK users were surveyed in June and only seven per cent were found to be satisfied with businesses continuing with their regular tone of voice.
Twitter users were also surveyed in March when the pandemic was still in its infancy in the UK, but fear levels were at the highest.
Trade paper Campaign reported that at the time that respondents said they valued an informative and accurate tone from retailers as uncertainty levels were high.
Moreover, Twitter found that consumers are increasingly willing to talk about mental health, about making the most of a slower pace of life and supporting communities.
The company said tweets around helping vulnerable people and neighbours have grown by more than 400 per cent.
There has also been a spike in the existing discussion of the Black Lives Matter movement since the death of George Floyd in May.
“Brands will be held accountable by their consumers and so they should hold themselves accountable,” Twitter head of UK ad research Sara Picazo said.
“Consumers prefer progress over perfection as long as you are seen to be honest and intending to move in the right direction,” she said.
Picazo added that brands need to avoid sidestepping “difficult conversations because of an imperfect past”.
“Honest progress is appreciated over perfection – this seems to be what consumers really value this year and moving forward,” she said.
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