During the time of the coronavirus pandemic, global consumer sentiment towards brand communication seems rather positive, with 65 percent saying that hearing form brands about their response to the situation is comforting and reassuring. In China and Brazil especially, where 89 and 78 percent of consumers were of this opinion. On the other hand, 58 percent fo consumers in India thought all brand communication during the outbreak was just adding to their anxiety and concern, and so did 67 percent of Chinese respondents.
Consumer views on brand communication during the coronavirus pandemic worldwide as of March 2020, by country
Characteristic
Hearing from brands I use about what they are doing to respond to the pandemic is comforting and reassuring to me
All of the communications I am getting from brands about the virus are just adding to my anxiety and concern
China
89%
67%
Brazil
78%
39%
India
76%
58%
South Africa
72%
32%
Canada
67%
33%
Italy
67%
30%
United States
66%
38%
South Korea
61%
28%
United Kingdom
61%
32%
France
55%
33%
Japan
48%
33%
Germany
45%
21%
0%20%40%60%80%100%
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Question: Please indicate how much you agree or disagree with the following statements about brands and how they are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree
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J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
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Edelman. (March 20, 2020). Consumer views on brand communication during the coronavirus pandemic worldwide as of March 2020, by country [Graph]. In Statista. Retrieved April 28, 2025, from https://www.statista.com/statistics/1110281/global-consumer-view-on-brand-communication-during-covid19/
Edelman. "Consumer views on brand communication during the coronavirus pandemic worldwide as of March 2020, by country." Chart. March 20, 2020. Statista. Accessed April 28, 2025. https://www.statista.com/statistics/1110281/global-consumer-view-on-brand-communication-during-covid19/
Edelman. (2020). Consumer views on brand communication during the coronavirus pandemic worldwide as of March 2020, by country. Statista. Statista Inc.. Accessed: April 28, 2025. https://www.statista.com/statistics/1110281/global-consumer-view-on-brand-communication-during-covid19/
Edelman. "Consumer Views on Brand Communication during The Coronavirus Pandemic Worldwide as of March 2020, by Country." Statista, Statista Inc., 20 Mar 2020, https://www.statista.com/statistics/1110281/global-consumer-view-on-brand-communication-during-covid19/
Edelman, Consumer views on brand communication during the coronavirus pandemic worldwide as of March 2020, by country Statista, https://www.statista.com/statistics/1110281/global-consumer-view-on-brand-communication-during-covid19/ (last visited April 28, 2025)
Consumer views on brand communication during the coronavirus pandemic worldwide as of March 2020, by country [Graph], Edelman, March 20, 2020. [Online]. Available: https://www.statista.com/statistics/1110281/global-consumer-view-on-brand-communication-during-covid19/
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