Millennials want brands to communicate more during COVID-19 crisis, study finds

The COVID-19 outbreak has given brands the unique opportunity to be more impactful than governments in some instances, according to a study from Berlin Cameron.

The study, conducted in partnership with research firm Perksy, reports that 43 percent of millennials believe that brands need to step up and help, with one in four of them saying brands have the power to be as impactful as the government.

Combined with a lack of trust in governments around the world unearthed by a study from McCann, it is clear that brand messaging is more important than ever. 

According to Berlin Cameron’s data, which was the result of a nationwide online survey of more than 1,250 people ages 21 to 35, nearly half of millennials think brands should continue their efforts during this time, and 36 percent believe brands should communicate more than usual.