Trust and Authenticity – Coronavirus (COVID-19) Case Study

This report is part of the GlobalData COVID-19 Case study series, which tracks how the pandemic has impacted consumer behavior and purchase decisions and how brands are aligning their strategies to address this.

This report focuses on changing consumer trust and how brands are keeping consumer's engaged during these uncertain times. It also highlights the importance of maintaining authenticity to develop brand loyalty for the future.


– Consumers are concerned about the situation and their actions reflect their changing minds.

– With fears around safety, consumers are more concerned about the product choices they make and the brands they associate with, thus mostly preferring to buy their favorite brands. For brands, It is all the more important to maintain transparency and consistency in their actions.

– More younger consumers are looking for information from brands about the actions they are taking to deal with COVID-19.

Reasons to buy

– Understand the relevant consumer trends and attitudes that can drive and support innovation, brand activity, or emerging services throughout the COVID-19 outbreak.

– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

– Access valuable strategic take-outs to help direct decision-making and inform new product development.

Table of Contents

Table of Contents

1.Case Study: Trust and Authenticity


Trust and Authenticity examples

Ensuring Consistency

Proactively Supporting Community

Health First

Ensuring Transparency

Key Take-Outs



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