Brands Should Make More of an Effort to Help Customers

Given the current economic climate and its impact on company margins, brands should make more of an effort to help customers according to JWT London’s Austerity Index Q2.

Austerity also provides an opportunity for brands and companies to help consumers and win loyalty (66% agree), according to the report. What’s more, 10% more people agree with this sentiment than they did in the first Austerity Index released in April this year.

A whopping 84% believe that companies and brands should make more effort to help consumers indicating that the opportunity is yet to be fully seized. Furthermore, the Austerity Index report also provides some recommendations regarding the types of actions brands could take to convince consumers of their support and ultimately win loyalty.

Consumers are looking for more practical support that goes beyond simply alleviating some of their financial burden, the report noted. Brands that make efforts to connect with local communities by funding initiatives (64%), supporting small businesses (69%), and even offering paid apprenticeships/training to help those out of work (73%) should reap the benefits.

Another popular approach is to focus help where it is most needed -- 65% say brands should help those most affected by austerity. The report shows low-income households are bearing the brunt: Regardless of strategy, it seems the door is wide open for brands to step in and help consumers.

The report included a survey of 600 U.K. in June 2013. The JWT Austerity Index is an in-depth quarterly research survey that analyzes the impact of prolonged economic adversity on U.K. consumers and markets. The Austerity Index aims to diagnose Britain’s emotional and rational reply to austerity, delivering the answers that brands and organizations need today.

Below is a list of recommendations for brands so they can help people cope with austerity. The respective percentages reflect how many respondents agree with each recommendation: