What Kenyans expect of companies in times of crisis
Kenyans expect more corporates to play a part in addressing societal challenges caused by the COVID-19 pandemic. This is according to APN’s 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 survey was designed to uncover Kenyans’ expectations of companies and when, if and how they should act during the coronavirus pandemic. The survey explores the concerns Kenyans’ have during the COVID-19 period and their perception towards corporate entities’ social response to the pandemic.
The COVID-19 Tracker by Apex Porter Novelli 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. 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 so as to see 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.
Supporting COVID-19 is likely to build your organisations 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.
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.
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.
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.
APN borrowed the methodology for the survey from similar surveys conducted by leading global communication consulting firm Porter Novelli in the US and Europe so as to see whether consumers have similar expectations of companies in this part of the world.
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 good will not fade as the pandemic does. There has never been a more critical time to lead with Purpose.