Why CSR is key in consumer connection during COVID-19 pandemic

Sandra Suzanne Buyole, a PR and Communications consultant.

The impact of COVID-19 cannot be overstated. It is no doubt that it has hit both consumers and businesses alike as our economy continues to plunge.

Now more than ever, Corporate Social Responsibility is crucial for businesses seeking to engage consumers during this period. Organizations should approach this crisis with more focus towards impact of the community and its employees than on its business. Supporting the common social good is now as important as delivering value and profitability for organizations and businesses of all sizes.

While many organisations for a long time have been focusing on bottom line, and validly so, this pandemic has seen many corporates shift their thinking as to what more they can do to connect with consumers who do not know what the following day holds for them. Anyone in a corporate communications department in companies only keen on revenue can attest to how difficult it is to justify why they should be “splashing” huge sums of money trying to be accountable corporate citizens.

Companies that want an immediate return on investment are more averse to spending money on CSR, than they are on bringing in more customers and numbers. COVID-19 has however shifted how businesses and brands are engaging with overly sensitive consumers around the globe now.

According to recently carried out research by Nielsen, 66 percent of consumers said they would pay more for products or services from companies that are socially responsible. The same survey also found that consumer-goods’ brands with a commitment to sustainability outperform those that don’t. It is no doubt that engaging with consumers through CSR now, is much more compelling than direct selling. Companies that take corporate citizenship and accountability seriously know that emotional currency translates to actual currency in due time.

It is for this reason that we see technology giants such as Facebook, Salesforce, Apple and SoftBank donating significant supplies of masks to local hospitals. Free meals and discounted Uber rides are now available for over 25,000 health care workers in certain regions of the U.S. who are helping respond to the COVID-19 outbreak. Distilleries such as Pernod-Ricard, Bacardi, and local distiller East African Breweries have converted their operations to produce large quantities of hand sanitizers in this time of need.

EPZ have shifted operations to production of personal protective equipment for Kenyans. The list goes on. We are going to see even more companies shift their CSR and overall business goal gears for as long as the pandemic is with us.

Going by its definition, CSR essentially needs to be sustainable with a long-term impact. As to whether acts of kindness by corporates during this period pass as CSR or not, in my view, is less important. At least for now. Brands should contribute through whatever means they can to ensure this global pandemic ceases. This will not only ease burden on consumers but will draw a great deal of consideration for brands connecting emotionally through corporate accountability.

While entertainment giants such as Netflix could get away with real-time marketing to attract more subscribers, their overall mission makes them an exception to the rule. Likewise, on demand ecommerce platforms such as UBER Eats, Glovo among others are also meeting a genuine surge in demand by consumers trooping online in an effort to limit human contact.

Even as brands connect with consumers in the hopes of triggering a deeper connection through various initiatives, internal CSR should not be swept under the rug amidst all this. Companies that show sincere concern to its employees through its communications department, are more likely to efficiently cascade this externally. Putting in consideration mental wellness of affected employees, communicating in clear and transparent terms any changes that may affect them and constantly clearing the air about uncertainties on internal state of the organization during this period is crucial too.

One of the key components of CSR is putting a human face on companies by communicating empathy, support and understanding both moral and financial, to those who need it most. We are clearly in a time of need right now and organizations willing to transfer the ideals of CSR to a world affected by COVID-19 will be of great benefit to consumers, employees and most importantly, those affected and trying to get through this extremely challenging time.

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