While COVID-19 has turned people’s lives on end, it’s also created a sense of connection across communities. From celebrities offering virtual entertainment to fitness studios providing free online classes, everyone is stepping up to offer resources and support for consumers. According to Mintel, a global market research firm, 82% of consumers believe that brands who engage in corporate social responsibility have higher-quality products/services. Additionally, 87% of consumers believe that brands should do the right thing, even if it’s not legally required. The same sentiments apply to healthcare groups. Beyond the obvious benefits they provide during a time of crisis, the additional measures healthcare institutions are taking to help COVID-19 efforts should be publicized, providing an opportunity to use this crisis as a means to connect with consumers in new ways.
Source: Mintel, “Attitudes toward Corporate Social Responsibility – US – July 2018”