Dive Brief:
"The COVID-19 pandemic and recent racial justice issues have changed the brand preferences of 45% of consumers, according to a new report from communications firm Ketchum. The report identified four pandemic personas: retro reengagers, open-minded explorers, worried withholders and cautious questioners.
The "Brand Reckoning 2020: How Crisis Culture Is Redefining Consumer Behavior, Loyalty and Values" report reveals that 74% of consumers said the recent Black Lives Matter protests have made it more important to support businesses that work to improve diversity and inclusion.
Forty-five percent of consumers have changed at least one brand preference and 62% expect their brand preferences will change permanently before the pandemic subsides. Additionally, 88% said the coronavirus has made it more important for companies to be ethical, and 90% said they prefer to buy from businesses that prioritize customer and employee safety."
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