Most B2C brands changed their strategies in 2020 in an effort to build consumer trust, according to a study by Iterable.
Of the marketers polled, 87% say their firm felt the need to make such a shift.
COVID-19 was the main cause of these moves, but companies also issued public statements on these issues:
To highlight these issues, B2C firms sent a plethora of emails on their values and how they were handling the pandemic, judging by anecdotal evidence. And Iterable says they employed the following tactics:
But 51% don’t think their firms went far enough.
Yet 79% of firms are planning to conduct campaigns with messaging on social justice, gender inequality, LGBTQIA pride and climate change.
At the same time, 83% agreed their companies should remain politically neutral, with 41% strongly agreeing.
Iterable, a CX platform provider, surveyed B2C marketers from the U.S. and U.K.