Public and private collaboration between businesses and consumers at this time is vital to mitigate the negative effects of this pandemic, says GlobalData, a leading data and analytics company.

The company’s latest report, ‘COVID-19 Case Study: Supporting Society,notes thatthe COVID-19 outbreak has been changing consumers lives, and brands’ activities to support society have become hugely important.

Mitsue Konishi, Senior Innovation Analyst at GlobalData, comments: “Doing the right things at the right time is significant. Consumers want to do ‘the right thing’. Particularly, the situation under the COVID-19 pandemic creates unprecedented uncertainty and anxieties among consumers. Now, for brands, supporting society at many different levels has become hugely important, even more than before, in order to resonate with consumers and overcome the crisis.”

There are many ways for brands to support society from simply donating money and products to collaboration. The UKs Just Eat, for instance, announced a 30-day emergency support package for restaurants on its platform to help them through the disruption caused by the coronavirus crisis.

Conversely, Kao, a Japan-based housed and personal care manufacturer, aimed to inform consumers via a Tweet that described the proper way to wash a fabric face-mask during paper mask shortages, easing the public’s mind on safe practices.

Information based on GlobalData’s report: ‘COVID-19 Case Study: Supporting Society’