Remember those early days of the pandemic? The air was thick with uncertainty, and every brand seemed to be scrambling to say something. But what they said, and how they said it, made all the difference. It turns out, people weren't just looking for platitudes; they were craving genuine connection and practical help.
Psychologists have long understood that communication isn't a simple one-way street. It's messy, irreversible, and deeply contextual. What you say, when you say it, and even what you don't say, all carry weight. During a global crisis like COVID-19, this became even more apparent. While many expected businesses to go silent, research from Kantar's COVID-19 Barometer showed that the vast majority of people actually wanted brands to keep communicating. They saw it as a sign of normalcy, a welcome distraction, and a reminder that life, in some form, continued.
But here's the crucial part: people also made it clear they didn't want brands to exploit the situation. That banking ad in the UAE, for instance, which warned about currency hazards only to pivot to promoting their own card? Not a hit. It felt opportunistic, not empathetic.
So, what did resonate? Think about how you'd comfort a friend. Sometimes, just acknowledging their feelings – 'I can see you're upset, and I'm sorry' – is enough. Other times, especially when the problem is serious, people need more. They need practical solutions.
Tesco's ad during the pandemic is a prime example. Instead of focusing on products, it clearly explained in-store social distancing guidelines. Shoppers appreciated the practical information, noting it focused entirely on their safety and that of the workers. This kind of communication didn't just convey meaning; it built brand salience because it was genuinely helpful.
Further analysis revealed that ads offering practical assistance performed better than those relying solely on emotional reassurance. There's a growing fatigue with messages that talk about the crisis without offering tangible support. It’s a bit like a conversation where someone keeps saying 'I understand' without offering a solution to a real problem – eventually, you just want them to stop talking.
Context, as always, is king. While some might think humor is off-limits, attitudes vary wildly by region. What lands well in one country might fall flat in another. Brand appropriateness also remains paramount. Showing scenes that might be restricted, like a BBQ, isn't inherently bad if it serves the narrative, rather than being the main point.
Ultimately, empathetic advertising isn't about simply saying 'we're all in this together.' It's about listening, understanding the context, and offering genuine value, whether that's practical guidance, reassurance, or simply a reminder that the brand is still there, operating with care and consideration for its audience.