These results are similar to what we saw in a survey from Kantar, where just 8% of consumers in 30 countries believed that businesses should not advertising during this crisis.
This does not mean that your messaging now will be the same as before the pandemic.
In fact 77% of respondents said they wanted advertising to “talk about how the brand is helpful in the new everyday life,” and 75% said it should “inform about [the brand’s] efforts to face the situation.”
The type of messaging we are seeing work really well right now is advertising that shows that you are part of the community and what you are doing to help your employees, customers and community.
Here is a good example from Ford Credit giving customers that they have some breathing room around their car payments.