US brands were also affected, as the virus began to spread in the US and the federal government mounted no effective plan to combat it. In all European markets polled, at least 37% of adults (including 48% in Germany) said they felt less favorable toward those brands as a result.
Overall, Morning Consult found that several major US brands posted sizable declines in net trust, net favorability, and community impact among consumers in Europe in the wake of the coronavirus outbreak.
More generally, Morning Consult noted a steep decline in the purchasing of both US and international brands by adults in Europe since the start of the pandemic. Domestic brands, and brands that consumers were loyal to before the coronavirus struck, were least affected by lower levels of buying.
“It’s clear that in 2021, more consumers will be keeping an eye on retailers’ ethical credentials,” said Karin von Abrams eMarketer principal analyst covering Western Europe at Insider Intelligence. “Crucially, consumers believe that firms’ ethically responsible behavior should be a long-term commitment.”
In Spain, 88% of adults surveyed by Havas Media and ODEC in April wanted companies and brands to be proactive in providing products, and/or deferring payments, after the lockdown ended for those whose employment or economic situation was affected by the coronavirus. Over 80% said firms and brands should donate money or products to public organizations and institutions, produce ad campaigns and messages that are positive, and increase those that help consumption recover.