NOTE: The Power of Certain Social Influencers May Be Limited During Pandemics
In our first report on this age group's (18-30) behavior related to COVID-19 (coronavirus), we found that the stereotype of young people being led by social influencers to be untrue, at least in the second week of March 2020. Certainly, a few still cling to the importance of followers and likes, but the fact that they turn to traditional news outlets for information tells me the majority understand the seriousness of the situation - for now. Spurred by moments in culture, society and politics during the crisis, we may find a whole new set of influencers such as chefs, musicians, teachers and religious leaders, as noted by the Financial Times.
In the first real week of awareness, this group's support of nonprofits is understandably low - including charitable giving and volunteering. With the initial confusion about what people can and cannot do, most of us have simply been trying to figure out how to handle our own lives: work, childcare, kids suddenly home from college. As we track young Americans' behavior over the next 90 days, we may be in for more surprises, including whether they will maintain their support for local business owners as a lead action taken to help others.
Special Report: COVID-19 and Influencing Young American's to Act | DOWNLOAD
NOTE: Symbiosis Between Marketing and Advocacy is Vital
The crisis presents a real opportunity for advocacy and marketing to come together and operate quickly - something that normally would have taken months or years to resolve - to achieve very short-term milestones. While we seek support from our constituents to help those most in need, we also want them to raise their voices to ensure stakeholders understand what is necessary in the moment.
Defining the roles and maintaining the connection points between two departments charged with the constituent journey is one that gets messy and challenging. But to move the public to act and see themselves as the ones leading the efforts (with the cause's support), the two teams must agree on how marketing will acquire and bring constituents to a state of advocacy at the same time advocacy is advancing a constituent's participation and using their voice on a family, local and national level.
Creating Symbiosis Between Marketing and Advocacy | READ
NOTE: Companies Demonstrate a Corporate Social Mind During Pandemics
While institutional trust has been low for some time, individuals are realizing that their trust is a valuable commodity ... and they are looking for companies to trust right now. The brands that have prioritized efforts to communicate about what they are doing for their employees, vendors, community and consumers have been able to deepen their relationships with those that view them as instrumental in addressing COVID-19. This results in a new corporate social mindset that companies must have now and will likely adapt in the future.
But what does it mean to be communicative and supportive of community during this time? It means we ask our consumers and listen to their needs. Employees ask probing questions where they live to gather local stories of consumers and residents, which the company then shares in communities where they have a presence. The corporate platform is another distribution opportunity to reach large numbers of Americans, and this is especially true with campaigns such as #ALONETOGETHER by the Ad Council.
Corporate Social Mind Traits | READ
Viewpoints
Recent blogs, articles, and thoughts we authored on movements and research
PND: Brand Awareness and Your Nonprofit
PND: Nostalgia and Social Change
PND: Creating Symbiosis Between Marketing and Advocacy
NextGen Nexus: Moving Beyond Awareness
NextGen Nexus: Election Year Messages Nonprofits Can Use
In the News
Recent interviews and research in media outlets
Mahoning Matters: Study: Social causes resonate with younger generations
KOA News Radio: Youth Voters and Social Issues
AdAge: How brands are helping get out the vote
The Chronicle of Philanthropy: During Pandemic, Young Adults Trust Nonprofits More Than Government or Corporations
PND: Young Americans Taking Action Against COVID-19, Survey Finds