In the wake of a recent 7.0-magnitude earthquake in Myanmar, which was felt as far as Bangkok, it’s clearer than ever that brands can’t simply carry on with business as usual during a crisis. In times of disaster, audiences expect more than products or promotions; they expect empathy, responsibility, and meaningful action.
Reacting in the right way, at the right time, is essential to meeting public expectations, protecting long-term brand reputation, and gaining stakeholder trust. In this edition of Muse, we’re exploring why brands should respond in a crisis, and what they should consider.
Brands Are Expected to Step Up
Research from the Edelman Trust Barometer reveals that nearly 80% of people believe companies should take a stand during challenging moments. This reflects a growing expectation that businesses play a meaningful role in society, particularly when communities are under stress.
When a brand responds with genuine empathy, it can strengthen trust and loyalty. People quickly recognise when a company acts out of genuine concern rather than a marketing strategy, making authenticity crucial.
The perception of ingenuity in public statements can be damaging and end with swift backlash and a sharp drop in public support. Organisations that respond with quiet, sustained support, such as funding recovery efforts or offering direct aid, are more likely to be viewed far more positively, as these actions benefit those affected and signal a company’s deeper values and priorities.
A strong example is Unilever and its response to natural disasters through its Disaster Relief Programme. Following events such as the 2021 floods in Malaysia and typhoons in the Philippines, Unilever partnered with local NGOs and governments to distribute essential hygiene products, food, and clean water to affected communities. The company utilised its logistics networks and brands like Lifebuoy and Knorr to deliver timely assistance, demonstrating how multinational firms can mobilise resources quickly in times of crisis.
Influence and Accountability
Responsibility doesn’t stop with the corporate voice; in sensitive times, association with the wrong figure can do lasting reputational damage. Influencers and brand ambassadors play a key role in shaping public perception. An example of this would be with Leonardo DiCaprio who uses social media to highlight issues like climate change and conservation. His efforts have inspired global awareness and action on environmental issues.
Companies must carefully consider distancing themselves if an influencer’s behavior contradicts a brand’s values or public sentiment, especially in response to something as serious as an earthquake. According to a 2023 YouGov survey conducted across 18 international markets, 28% of consumers reported losing trust in brands associated with influencers involved in controversies, making them less likely to purchase from those brands in the future.
Ultimately, how a company acts during a crisis reveals more than any campaign slogan ever could. It shows whether its values hold up under pressure and whether it sees its audience as customers or as part of a wider community.
Continue reading our next article for practical guidance on communicating ethically and effectively during times of crisis.