PORTER NOVELLI COVID-19 TRACKER · PN COVID-19 TRACER: DATA-DRIVEN ROADMAP TO REOPEN. With both...

WHERE AMERICANS GIVE CREDIT

WHAT COMPANIES CAN DO. NOW.Data-driven Roadmap to Reopen

PORTER NOVELLI COVID-19 TRACKER:

MAY 2020

WAVE III

2 PN COVID-19 TRACKER: DATA-DRIVEN ROADMAP TO REOPEN

IN A TIME OF CRISIS, AMERICANS LOOK

TO COMPANIES FOR HELP

MAKING OR BREAKING REPUTATION

COMMUNICATIONS IN THE TIME OF COVID-19

EMPLOYEES LOOK TO THEIR EMPLOYERS


WHAT COMPANIES CAN DO. NOW.

We are proud to share the third wave of the Porter Novelli COVID-19 Tracker – a benchmark study examining American expectations of companies during the coronavirus pandemic. As the United States finds itself still in the grips of this social, economic and health crisis, the implications for organizations have become increasingly complex. We continue to produce this research to serve as a beacon where there is no roadmap – and plan for the unprecedented.

As the crisis evolves further, new and different considerations come into focus. Not only must companies continue to position themselves as drivers of COVID-19 relief efforts and take responsibility for developing long-term solutions for the crisis, the latest wave of data reveals they need to assume a new role – as a key decision-maker in when and how to reopen the economy. Increasingly, Americans are turning to the business community for leadership and guidance in nearly all areas of this crisis – and are seeking to reward those companies who act with an employee-first and community-oriented approach.

The Tracker continues to prove what we at Porter Novelli have known to be true: purpose is the path forward, not only during this crisis, but into the future. While it is clear that a return to normalcy isn’t possible, we can take this moment of crisis and seek to emerge on the other side changed for the better. We hope the data and insights gleaned in this report will equip business leaders to not only act with confidence today, but also inspire a new way of leading for a stronger and brighter tomorrow.

Introducing the Porter Novelli COVID-19 Tracker: WAVE III









The decision on the right time to reopen doors — and what that looks like — is likely on the minds of every business owner across the nation. So much hangs in the balance of that choice — including health and safety, as well as financial and reputational implications. Even as many state and local governments look to reopen portions of the economy, Americans remain wary. In fact, less than a third think the pandemic has slowed to the point that it is safe to send Americans back to work.

of Americans DISAGREE that the pandemic has slowed enough to go back to work

When to reopen & who decides?

I

AMERICANS WEIGH IN

WAVE III


I When to reopen & who decides? AMERICANS WEIGH IN

74%

68%

69%MIDWEST

WEST

NORTHEAST

SOUTH

64%

Americans disagree that the pandemic has slowed enough to go back to work.

WAVE III



However, when it comes to making the decision on when to reopen, Americans look to companies to take the lead. In fact, individuals currently trust business more than government to make the right call and feel this decision should be made with the guidance of healthcare professionals and the scientific community.

50%BUSINESS

42%FEDERAL/STATE GOVERNMENT

WAVE III



Americans believe companies should prioritize the following entities’ guidelines when deciding when it is safe for employees to go back to work.

65%HEALTHCARE/SCIENCE EXPERTS

23%STATE/LOCAL GOVERNMENT

12%FEDERAL GOVERNMENT

WAVE III

7








PN COVID-19 TRACKER: DATA-DRIVEN ROADMAP TO REOPEN

The onus is on companies to do the right thing

Although the health and safety of employees has always been a tenet of Purpose-driven business, all eyes are now on companies to ensure they are acting to protect their employees. Consistent with previous waves of the Porter Novelli COVID-19 Tracker, three-quarters (76%) of Americans believe companies must make decisions that are in the interest of employees. And the expectation for companies to create a safe and healthy workplace is more critical than ever before, with 81 percent of Americans reporting companies have a greater responsibility to protect employees now.

II

REPUTATIONAL & FINANCIAL IMPACTS

4-in-5 think companies have more responsibility than ever to create safe and healthy workspaces

WAVE III


II The onus is on companies to do the right thingREPUTATIONAL & FINANCIAL IMPACTS

The decisions companies make during the COVID-19 crisis will impact both reputation and the bottom-line. Not only are Americans watching the actions companies take today to protect their own, but they are using this as a filter for the brands they support moving forward. A constant over all three waves of the Tracker, Americans say they will remember which brands stepped up and which ones tripped up. Finally, two-thirds (64%) say they will stop buying from companies that are irresponsible when it comes to bringing employees back to work.

say they will remember which companies stepped up to provide coronavirus support when this is all over

will remember the companies that made bad decisions during the coronavirus pandemic

76% 71%

WAVE III


II The onus is on companies to do the right thingREPUTATIONAL & FINANCIAL IMPACTS

Two-thirds would stop buying from companies that are irresponsible about bringing employees back.

64%

WAVE III

10









With both reputational and financial implications at stake, companies must thoroughly and thoughtfully create workplace re-entry plans. This is especially crucial, considering more than a third (37%) of American employees are concerned their employer will make them go back to work before they feel ready.

As companies develop back-to-work plans, they will see the most success by bringing employees into the process. Nearly seven-in-10 (69%) employees believe the decision to reopen should include feedback from personnel, and nearly the same amount (68%) want their company to solicit feedback directly on comfort levels.

III The roadmap to reopeningEMPLOYEE PERSPECTIVES ON GETTING BACK TO WORK

of employees think their company’s decision to reopen should include feedback from employees

want their company to ask their opinion about whether they feel comfortable going back to work

69% 68%

WAVE III


III

Given the eagerness to be a part of the return-to-work planning, it should come as no surprise that American employees seek communication and information from their employers at this time. Nearly eight-in-10 (78%) employees think its important for their company to communicate during the planning process.

To help ease these concerns and provide necessary information on new procedures and policies, companies should be sure to clearly communicate what specific actions will be taken to create a safe and healthy workplace – a priority for 71 percent of employees today.

The roadmap to reopeningEMPLOYEE PERSPECTIVES ON GETTING BACK TO WORK

want to know what their employer is doing to make their workspace safer/healthier before they go back to work

71%

WAVE III


III

Companies can also take specific actions to eschew fears and help employees feel good about going back to work. The most important steps a company can take, according to Americans, is providing personal protective equipment (PPE), such as masks or gloves, screening employees prior to allowing them in the office and introducing greater remote working flexibility. Americans believe the following actions are most important for companies to take before employees can go back to work.

The roadmap to reopeningEMPLOYEE PERSPECTIVES ON GETTING BACK TO WORK

WAVE III

13









As the world moves further into the COVID-19 crisis, company communications remains essential in the eyes of Americans. Not only do individuals look to companies to share how they are protecting employees, but also how they are innovating products, leveraging distribution systems and putting funds and resources to fight the continued spread of coronavirus. While the market has become increasingly saturated with messages of action and support, with more than a third (38%) of Americans reporting they are becoming overwhelmed by messaging around coronavirus efforts, the majority still actively seek out information. In fact, more than three-quarters of Americans (76%) feel better when companies publicly announce what they are doing related to COVID-19 relief and solutions – a 7 percent increase from Wave I of the Porter Novelli COVID-19 Tracker.

IV Communications in a crowded spaceWHAT MESSAGES ARE BREAKING THROUGH

feel better about companies that publicly announce what they are doing

are overwhelmed by the number of messages from companies around their coronavirus efforts

76%71%FROM

38%

WAVE III


IV

Yet, even as Americans increasingly look to companies for information and announcements, it is important to ensure their message is accurate, authentic and impactful. Especially as now more than half (54%) of Americans question the sincerity of some companies’ coronavirus support efforts.

Communications in a crowded spaceWHAT MESSAGES ARE BREAKING THROUGH

question the sincerity/authenticity of some companies’ coronavirus support efforts

WAVE III

WAVE I WAVE II WAVE III

48% 51% 56%


IV

Some messages are landing better than others in the eyes of Americans. Companies looking to break through should prioritize information on how they are innovating products or services to provide COVID-19 relief, messages of appreciation for employees and reminders of how companies are there to support their customers. And while Americans still seek out words of encouragement or exclusive branded content from their favorite brands, these fell toward the bottom of the list of priority messages. Americans want to hear the following messages from companies communicating around coronavirus

Communications in a crowded spaceWHAT MESSAGES ARE BREAKING THROUGH

WAVE III

16









V

With the pandemic now entering its fourth month in the United States, the landscape of trusted sources has evolved. While state government remains the most trusted source for coronavirus information, other channels have shifted over time. Media now takes the number two slot, followed by local government. Trust in the federal government continues to fall – with a 19 percent overall decrease from the first wave of the Tracker. Most trusted sources for coronavirus information:

Information & IndustriesWHICH ORGANIZATIONS ARE GAINING TRUST & LOYALTY

WAVE III


V

Industry efforts have also seen a shakeup in rankings. Although health and wellness retained the primary spot in both Wave I and Wave II, food and beverage now tops the list of industries Americans think are doing the best job supporting coronavirus efforts. While technology still ranks lower in the list overall, it has seen a 43 percent increase since the first wave of the study was conducted.

Information & industriesWHICH ORGANIZATIONS ARE GAINING TRUST & LOYALTY

Industries Americans believe are doing the best job providing coronavirus support:

WAVE III


V

When looking at the reputational impact to industries in responding to the COVID-19 crisis, we find the top industries are also getting the most credit for their efforts. When asked which industries Americans now feel better about because of how they’ve stepped up to help during the pandemic, we see food and beverage tops the list, followed by health and wellness. Retail ranks at the number three spot, jumping ahead of pharmaceuticals, perhaps revealing that although Americans see the hard work the pharmaceutical space is doing to create solutions, it has a bigger uphill battle to get those hard-earned reputational points in the eyes of Americans.

Information & industriesWHICH ORGANIZATIONS ARE GAINING TRUST & LOYALTY

Americans feel better about the following industries because of how they have stepped up during the coronavirus pandemic

WAVE III









MethodologyPorter Novelli fielded a PN View: 360 survey to gather people’s insights regarding the coronavirus (COVID-19). The survey was fielded online using Engine’s online CARAVAN® Omnibus survey in three waves, Wave 1 between April 1, 2020 to April 3, 2020, Wave 2 between April 15, 2020 to April 17, 2020, and Wave 3 between April 29, 2020 to May 1, 2020 and a total sample of 1,004 U.S. general market adults was collected. The data were weighted to U.S. Census population estimates and the margin of error is +/- 3.1% at a 95% confidence level.

About Porter NovelliPorter Novelli is a global purpose communications consultancy born from the idea that the art of communication can advance society. More than 45 years ago, we opened our doors – and people’s eyes and minds – for brands driven to make a positive impact. Today, we believe that organizations must find, live and tell their purpose in order to thrive. Those companies will motivate action, secure loyalty and encourage advocacy — all in service to a healthier bottom line. Porter Novelli is a part of the Omnicom Public Relations Group.

For more information about this research or for a custom presentation, please contact your account team or [email protected].

PORTER NOVELLI COVID-19 TRACKER · PN COVID-19 TRACER: DATA-DRIVEN ROADMAP TO REOPEN. With both...

Documents

Transcript of PORTER NOVELLI COVID-19 TRACKER · PN COVID-19 TRACER: DATA-DRIVEN ROADMAP TO REOPEN. With both...