A recent survey conducted by Twitter has unveiled a significant shift in consumer expectations of brands’ communications. According to the study, which involved 1,000 Twitter users in June, a mere 7% of respondents expressed satisfaction with brands maintaining their typical tone of voice. This finding starkly contrasts with earlier this year when consumers prioritized informative and accurate information due to their limited knowledge about the pandemic and the fear surrounding it.

Furthermore, Twitter analyzed billions of tweets and discovered that the current societal mood aligns with the survey results. Consumers are increasingly receptive to discussions about mental health, adapting to a slower pace of life, and supporting communities. In fact, tweets relating to helping vulnerable individuals and neighbors have surged by more than 400%. Additionally, the conversation surrounding the Black Lives Matter movement has experienced a surge since the tragic death of George Floyd in May.

Sara Picazo, the head of UK ad research at Twitter, emphasized the accountability of brands towards their consumers. Instead of shying away from difficult conversations, she believes that brands should strive to showcase honest progress and a commitment to moving in the right direction. Consumers value authenticity and intentionality over perfection, and it is imperative for brands to prioritize these qualities in their messaging.

These survey findings shine a light on the evolving expectations of consumers in the post-pandemic era. Brands must adapt their tone of voice to reflect a more caring and supportive approach that addresses the current concerns and values of society. By doing so, brands can forge stronger connections with their audience and establish a sense of trust and loyalty. It is crucial for brands to listen to their consumers and demonstrate their understanding and empathy through their communication strategies.

Useful links:
1. How the COVID-19 Pandemic Has Impacted Consumers’ Expectations of Brands
2. How Brands Are Responding to the Black Lives Matter Movement in Ads