Cost of living supplants Ukraine in list of consumer concerns

Consumers in the UK and, to a lesser extent, the US remain concerned about events in Ukraine and have views on how brands should respond, but they’re becoming more worried about the cost-of-living crisis.

What do people think?

A survey by Zappi (via the Zappi platform, including 4,000 adults in the US and UK) found that: 

• Most people think that brands reacted quick enough to communicate their response when the war broke out (over 50% in both markets) and they still expect brands to maintain a strong stand in response to the conflict.
• Three quarters (75%) of UK respondents support boycotting advertising in Russia, with 63% of US consumers agreeing (equivalent figures from an early March survey were 69% and 61% respectively).
• Three quarters (75%) of those in the UK and two thirds (64%) in the US believe brands should continue to support moves such as ceasing business transactions with Russian suppliers and no longer exporting to Russia.
• 70% of UK and 59% of US respondents agree that businesses should be clear about their support of Ukraine, although a substantial proportion (40% in the UK and 42% in the US) fear that businesses commenting on the war might want to exploit it to their advantage.
• In both the US (57%) and UK (51%), consumers now believe that companies should focus less on foreign conflicts and more on the issues at home, like the rising cost-of-living.

Why it matters

Given these twin concerns, it can be difficult for brands to strike the right note. While consumers want to see them supporting Ukraine, that same conflict is contributing to the rise in the cost of living that is having such an impact on their day-to-day lives. 

Key quote

“While showing support for Ukraine is important for brands, it must be meaningful and real. This means going beyond weak statements and empty promises – and instead delivering authentic sentiment and clear activity. Brands here must ensure they are aligned with the feelings and views of their audience, mapping this to real brand values and action. Get this wrong, and the consequences can be catastrophic” – Ryan Barry, President, Zappi.

Sourced from Zappi