What You’ll Learn in This Episode:
- Why reactions to the COVID-19 vaccine vary so widely from country to country
- The implications of the pandemic on the future of health, the medical community and brands
- What consumers expect of brands post-pandemic and how brands can accommodate those expectations
How is it that the COVID-19 vaccine, in the midst of its historic global rollout, is being met with such a staggering range of reactions?
Marianne Hurstel, chief strategy officer for BETC Paris, tackles this topic in a roundtable segment with podcast host Linda Descano, CFA®, EVP of corporate communications and executive visibility at Red Havas. Marianne co-authored Havas Group’s new Prosumer Report, “Health and Hygiene in the Post-COVID-19 Era,” which springs from a massive study of Prosumers that Havas fielded at the beginning of 2021, drawing on reactions to the current global health crisis from more than 15,000 participants across 31 markets. The report tracks variances in attitudes to the vaccine by country and culture and analyzes what the aftermath of the pandemic can be expected to mean for healthcare, the medical community, and brands.
What are Prosumers? Havas identifies them as the leading-edge 15-20% of consumers, usually 6-18 months ahead of the mainstream, forward thinking, influential, proactive and socially and/or environmentally conscious. Often the best indicator of what’s to come for brands and businesses around the world, Prosumers are certainly worth paying attention to.
As Linda and Marianne explore together, trust in science, scientists, and government authorities has become a critical component of mitigation efforts in the age of pandemic. While most global Prosumers expressed faith in the COVID-19 vaccines available at the time of the study, nearly two-thirds of those in the Czech Republic and around half of Prosumers in France and Belgium did not. Among Prosumers who don’t trust the vaccines, the vast majority (83%) worry that the development process was “too rushed,” while—more worryingly—around a third simply don’t trust the people and institutions promoting the vaccines.
Marianne explains, “Trust is one of the things that is key in the way people will get vaccinated. When we looked a bit deeper, we saw that the level of distrust was really linked not only to the rushed elaboration process of the vaccine, but to a deeper distrust in the institutions that promote the vaccine.”
When Linda goes on to ask what the relationship between hygiene and health will be like going forward, Marianne says, “COVID, for 83% of Prosumers, heightened our awareness and aversion to germs. Now we see [germs] more or less everywhere, on every surface, on clothes, in the air. If someone starts coughing in the subway, everyone looks at him like if he was a terrorist.”
The Prosumer study also found that, post-COVID, more people will pay attention to keeping a clean home and to the cleanliness of bathroom stalls, restaurants, and public transportation, as far more people now correlate cleanliness with health. The implications of this on everything from the market for germ-killing products to pharma companies to healthcare systems will be profound.
For our Red Questionnaire segment, which asks a different industry leader the same set of questions each month, Shailo Rasanayakam, integrated senior account manager, global clients, for Red Havas U.K., picks the brain of Rachael Sansom, managing director at Red Havas U.K. A comms leader and brand reputation expert in the U.K. with over 20 years’ experience, Rachael has experience leading agencies as well as working in-house for leading brands such as Motorola and Random House. She is confirmed as judge at the Cannes Lion creative awards this year and has been included for the second year running in the PRWeek Power Book.
With Shailo, Rachael discusses everything from her favorite interior design Instagram account to the fate of TikTok (“I think a lot of brands are very nervous about TikTok; however, those that have embraced it have really shown how powerful it can be”) to her perspective on life after the pandemic. “My key message to everybody is just live your life,” says Rachael. “If COVID has taught us one thing it’s that life can be very short. It’s important that we all get the most out of, frankly, the lovely texture that is life moving forward.”Read More
In this episode you will learn:
- Why transparency and authenticity go hand in hand with brand purpose
- How operationalizing purpose can help companies mitigate risk and serve as a competitive advantage
- How to measure brand purpose and why companies must
Our agency’s latest white paper “From Pledges to Progress: Proving Brand Purpose in 2021” is out today. In it, we track organizations’ progress beyond making well-intentioned pledges. Now, companies are taking action on everything from voting rights to civil rights, climate change to employee well-being, to diversity, equity and inclusion.Read More
Red Havas is delighted to announce its appointment as the UK Consumer and Lifestyle PR Agency of Record for Vinted, following a competitive pitch process in Q1. Vinted is Europe’s largest C2C online platform dedicated to second-hand fashion, which saw rapid regional growth, reaching 1.2 million members across the UK.
March is Women’s History Month in the U.S., U.K. and Australia. It’s also the month we recognize International Women’s Day, and it comes on the heels of Black History Month in the U.S. This year the latter was especially poignant, after a year of landmark Black Lives Matter protests. All told, many brands and companies are now turning their attention squarely to diversity, equity & inclusion (DE&I). As a roundtable of expert communicators discuss in this episode, bias knows no limits and as such, has extended into corporate and brand communications and experiences.Read More
International Women’s Day’s 2021 campaign theme: #ChooseToChallenge. A challenged world is an alert world. Individually, we’re all responsible for our own thoughts and actions – all day, every day. We can all choose to challenge and call out gender bias and inequality. We can all choose to seek out and celebrate women’s achievements. Collectively, we can all help create an inclusive world. From challenge comes change, so let’s all choose to challenge.Read More
Even as we continue to face some harrowing unknowns, the lessons that communicators have learned this past year have shown us that agility and resilience are the insurance we need to press forward. That nothing matters if we don’t have our health—and one another. Even when the closest we can get to one another is to leave heart-eyed emojis on Instagram posts.Read More