Comms responses in a disrupted world
My LinkedIn account has never been more interesting than it is now. What was a weekly quick scroll for updates and liking colleagues for work anniversaries, promotions or new jobs, is now an explosion of creativity, information sharing, features and articles of organisations and individuals doing extraordinary things. Offers of services for the NHS and support for people going through very difficult times, along with emotional stories and inspiring stories, are incredible and the platform has revealed the generosity of spirit and collaboration.
As we recast our channels and look at how Design Council can share learning, insights, and knowledge and support rapid innovation, I’ve been looking at the marketing industry and how brands and organisations are communicating in this pandemic.
According to a recent survey by McKinsey*consumers want to hear from employees on the front line (38%), the CEO/founder (31%), third-party experts (15%), influencers (5%) and celebrities (5%). They also want to hear from brands even if they operate in a category that may not seem so relevant during the coronavirus outbreak. Consumers have a positive perception of sectors such as supermarkets and healthcare that have been vocal about their response. Good examples of this I’ve found are Morrisons giving food banks £10m; Mercedes F1 developing a breathing device; an Italian architect turns shipping containers into hospitals and NHS Heroes a website in collaboration with Reach Media and the Royal College of Nursing, highlighting the special deals brands are offering health workers, including free bike hire from Brompton, free razors from Gillette and free NCP parking.
Kantar’s* recent research highlights examples of the fine line brands need to tread. For example, Ikea’s communications focused on the importance of home and Nike’s messaging around the current need to stay indoors are seen as supportive of government messaging and health organisations, while staying true to their brand values.
We were set up 75 years ago to support Britain’s economic recovery and we’ve been looking forward ever since. We believe that design can be used as a force for change enabling us to respond to tough economic, societal and environmental issues, never more appropriate than now. We’ve started to quickly adapt and be responsive by convening digital round tables with our network of experts to look at how design can respond to the needs of the most vulnerable. We’re setting up virtual workshops, curating the best examples of excellent design in this disrupted world, a weekly journal on how we’re connecting with ourselves and our clients and we’re exploring collaborations with other organisations to share digital content. There’s a lot more to do, but if the examples of great design, innovation, and collaboration are anything to go by, then at least something positive is coming out of this pandemic. Keep in touch to find out more how design is being used for good by subscribing to our newsletter and do get in touch with examples that you’ve found on great design by emailing us at digital@designcouncil.org.uk
Sources: *McKinsey & Company M&S COVID-19 Survey UK Consumer Pulse Survey 21–23/03/2020. **Kantar COVID-19 Barometer March 2020
