9 out of 10 Pinoys want to hear from brands during COVID-19–Kantar Philippines

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By: 2nd Opinion

Kantar, the world’s leading data, insights and consulting group, revealed that 92% of Filipinos expressed that they still want to hear from brands despite the global pandemic. In the Philippines, Kantar said that brands have an important role to play, adding that Filipino consumers expect them to help and lead the change.

Based on latest data from Kantar’s COVID-19 Barometer, Filipinos expect brands to help consumers in their everyday life (25%), be an example and guide the change (25%) and demonstrate how to fight the ongoing health crisis (17%).

Vicky Abad, Chief Client Officer at Kantar Philippines, expounded on how the ongoing pandemic has affected local businesses and the necessary steps that must be done to regain all the losses incurred in the last few months. “We are all on the same boat. Both consumers and businesses are trying to stay afloat amid the pandemic,” she said. “However, we believe that the way for businesses to survive this is difficult time is by being proactive. Right now, they must start thinking of ways to reactivate market demand, bend the curve, and beat fair share in order to speed up their recovery after this pandemic.”

In one of its surveys, Kantar asked businesses from across industries – from retail, finance, energy to automotive – to gauge the impact of COVID-19 on their operations. Based on their responses, almost 7 out of 10 companies said the coronavirus had a negative impact on their business from April to June 2020. In the same survey, Kantar found that the companies are planning for recovery in spite of constrained resources, as 60% have reduced their marketing spend while 48% expect to do the same for their market research budget.


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