By Megan Van Someren, Global Chair of Brand and Food & Beverage, Edelman,

COVID-19 is a global societal event - expectations on business have ​grown and will continue to do so. ​

So many businesses are already doing so much - acting generously and showing they are ‘with the people’ – but times like this require more than a sense of humanity. Being decisive and honest about what matters is critical ​so you can step in with action that is tangible, responsive, ​and authentic to what people want and believe you can deliver.

In the wake of COVID-19, The Edelman Trust Barometer Special Report on the pandemic assessed people’s expectations for brands and business and identified four macro themes.

1 Show up and do your part: now isn’t the time to disappear, but to use resources and creativity to make a difference.

2 Don’t act alone: truly helping people during this ​crisis requires joining forces​ with industry leaders, influential "food heroes“ and, critically, government.

3 Solve don’t sell: brands should focus all efforts on finding appropriate and meaningful solutions to the problems people are facing today.

4 Communicate with emotion, compassion and facts: people are reassured by positive brand actions and commitments – plus empathy to inform and calm.

Indeed, interaction with culture including food and drink is changing amidst COVID 19. People are seeking comfort, ease and connection as we cope with the effects of lockdown and social isolation.

Food and drink matters even more in tough times, creating a sense of community, shared experience, inspiration, safety or fulfillment.

Comfort is king: recent IRI figures show a +30 to 50% ​year on year increase in purchases of pre-packaged snacks and comfort foods with yeast sales ‘rising’ by 650%.

There’s also been a food staples renaissance as trends including purchasing fresh organic foods are reversed and shoppers reach for frozen pizza and cereal instead.

Indeed, Edelman’s recent research shows that 60% of people are turning to brands they trust in these times – creating opportunities for food and drink brands to establish long-term connections. Important brand actions to consider here are: awakening creativity, making accessibility a new north star, fostering feelings of togetherness (which don’t rely on taste and touch) and food chain transparency.

So, with 65% of people saying how brands respond to this crisis will influence their future purchasing decisions – now’s the time for smart operators to build bankable trust and define a valuable role for the future.

Photo by Gilly on Unsplash