87% of respondents said they expected to hear from brands just as much if not more during the current economic uncertainty
However, many of those asked wanted more than just to hear from brands during the crisis: the research also showed that 58% of those asked wanted brands to help them through it.
Respondents named supermarkets, food and drink and finances as the brand categories who had the most credibility when it came to addressing the cost of living crisis.
Emma Callaghan, sales and invention director at Reach, said: “While explicit cost of living messaging might not work for all, brands treading this path should focus on reliable and calm messaging that responds to the emotional state of the audience.
“By seeking credible media partners and thinking carefully about context, they can achieve real authenticity through the crisis.”
Read more about Reach’s research here.