8 Out Of 10 Will Remember Business Leaders Helped During Covid-19

Kenyans expect more corporates to play a part in addressing societal challenges caused by the COVID-19 pandemic. This is according to Apex Porter Novelli’s (APN) COVID-19 Tracker Survey conducted by research firm TIFA.

The COVID-19 Tracker from communication consulting firm APN, which surveyed a representative sample of 850 adults, also suggests the public prefer ‘traditional’ media sources for information on the pandemic.

The APN COVID-19 Tracker: What Kenyan’s Expect of Companies in Times of Crisis is a proprietary research study that explores the concerns of Kenyans during the COVID-19 period and their perception towards corporate entities’ social response to the pandemic.

The survey was designed to uncover Kenyans’ expectations of companies and when, if, and how they should act during the coronavirus pandemic.

APN commissioned research firm TIFA to carry out the survey and data collection was done by TIFA’s call center division – Empirica Africa via phone while observing COVID-19 restrictions.

The Study borrows from similar surveys conducted by Porter Novelli in the US and Europe to identify whether consumers have similar expectations of companies in this part of the world.

The survey provides information covering a wide range of issues such as; trusted sources of COVID-19 information, sentiments by employees towards their employers, and visibility opportunities for companies through media and advertising.

“The metrics used by consumers and employees to measure a company’s success are changing quickly, and most forward-looking organizations and CEOs are focused on implementing solutions that benefit people, society and the planet — while still making a profit,’’ says Lawrence Gikaru, the Managing Director Apex Porter Novelli on the survey APN commissioned.

Supporting COVID-19 is likely to build your organizations’ corporate reputation: 79% of respondents are likely to want to work for companies that provide coronavirus support, 89% more likely to purchase from these companies, while 83% will remember business leaders who stepped up and helped during coronavirus pandemic

Kenyans are looking to corporates to provide leadership during the crisis. Some of them have more faith in business than in government: 53% of Kenyans have more faith in the private sectors and NGOs than the government to solve the coronavirus pandemic.

Actions made now will impact reputation beyond the crisis: 89% of the respondents (employees, stakeholders, and community) believe that companies must make decisions that are in the interests of the community right now.

More than 7 out of 10 people are likely to purchase products from companies that have a great corporate reputation.

The majority of the respondents think companies should focus their efforts around the elderly: Respondents gave elderly care (45%), hunger relief efforts (43%), and aid for children (39%) as the areas companies should prioritize their donations around.

Trusted sources of information on the coronavirus: 83% said the media (radio, TV, newspapers), 31% social media, and 13% Ministry of Health and its experts

COVID-19 has placed the relationship between companies, government, society, and the public in the spotlight. More corporates are expected to take part in addressing societal challenges caused by the pandemic.

“In the new era purpose-driven companies and brands are moving away from simple corporate social responsibility to identifying ways to create impact while still making a profit as part of their day-to-day operations,’’ notes Mr. Gikaru.

The study highlights what we have known all along – the public responds to companies that use their resources to do good as part of their work and not merely as a gimmick.’’

The lens we look through today shows that businesses must act in service to individuals, broader society, and the environment, and this must remain the lens moving forward. The heightened expectations for business to be a leader, solution provider, and force for goodwill do not fade as the pandemic does. There has never been a more critical time to lead with Purpose.