Consumers want security and positivity from advertising during COVID-19

Rob Clapp

An overview of what consumers in the United States want advertising to make them feel during the novel coronavirus (COVID-19) outbreak.

One-third of Americans want advertising to make them fell 'secure' (37%) or 'positive' (32%) during the novel coronavirus (COVID-19) outbreak, according to research by Ipsos.

Feeling 'safe' was the most commonly requested tone for advertising to take, with one-quarter (23%) of consumers saying so. This is significantly ahead of feelings of 'hopeful' in second (6%).

Only 8% of consumers want to see 'enjoyment' in advertising at the moment, with 5% wanting 'happy' and 3% wanting 'fun' tones. Additional research suggests men are more approving of light-hearted content.

Three-quarters (72%) of Americans approve of COVID-related advertising...

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