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Global consumers discouraging from brand use due to poor COVID-19 response 2020

During the time of the coronavirus pandemic, consumers seem to be unforgiving to brands which act inappropriately in response to the situation. During a March 2020 survey conducted in 12 global markets, it was found that consumers from China and India were the most likely to make negative reviews of brands that acted poorly in light of the COVID-19 outbreak, at 76 and 60 percent respectively. In comparison, only 16 percent of Germans said they had convinced others to stop using a brand because it was not responding well to the problem.

Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country

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Release date

March 2020



Survey time period

March 23 to 26, 2020

Number of respondents

12,000 respondents

Supplementary notes

Question: Please indicate how much you agree or disagree with the following statements about brands and how they are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree: I have convinced other people to stop using a brand that I felt was not acting appropriately in response to the pandemic

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Statistics on "Coronavirus: impact on the advertising and marketing industry worldwide"

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