Consumers want less empathy, more information

Back in mid-March as the world began to shut down due the coronavirus crisis, businesses large and small all over the world began to change their messaging. And rightly so.  Now, going into month three of the pandemic, with some states loosening restrictions on what we call can and cannot do, messaging is already changing again.

As the pandemic gained steam and consumers were forced to stay home, big brands and small businesses alike drifted away from a sales pitch mentality in favor of a more empathetic tone.  You know – the soft music , inspirational images and careful words.

Apple has a great example here.

Ford used a plain blue background, soft music and a compassionate tone to promote its credit support program for victims of coronavirus. Nothing over the top, and nothing to criticize.

All that if fine and good. Yet, while I listed to some survey data last week from a prominent media company researcher, I was surprised to learn just how short of a shelf life content like that really has nowadays. I won’t unload all of the data on you – after all, it’s not mine to give - but what the data suggests is that consumers would appreciate it if we would kindly move on. More than inspiration, they want information. They want to know if and when you are open for business. They want to know what safety precautions you are taking should they decide to visit your storefront. Do you offer online purchasing? What about delivery or curbside pickup? Basically, they want to know what, if anything, is normal – or at least accessible.

Simply put, enough of the empathy. Let’s get down to business.

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