The 2019 Crisis Impact Report: How Customers React To A Brand Crisis

90% of consumers say they are likely to shop with a brand that responds well to crises.

Consumer expectations for how brands respond during a crisis are high. This is further complicated by the increasing weaponization of communications on social media, and “bad actors” who use social to spread misinformation and disinformation about these brands - to the point where sometimes brands don’t even know what’s true or false.

When a crisis strikes, brands need to be the first to know, so that they can be the first to act. And, when they do, it is critical for brands to have the right actionable intelligence to make an informed decision.

In the 2019 Crisis Impact Report, we surveyed 2,000 U.S. and U.K. consumers to understand the effect of a crisis on brand value and the importance of a strategic response to maintain customer loyalty.

Key Findings

53% of consumers expect brands to respond to a crisis within an hour.

59% of consumers want brand responses to a crisis to come from the CEO.

90% of consumers say they are likely to shop with a brand that responds well to crises.

Download the report

Download the full report for more insights about today’s imperative consumer expectations during a brand crisis.

About Crisp

Crisp is the leading provider of Social Media Safety for global brands, protecting their enterprise and brand value from harmful social content by guaranteeing they are always first to know and first to act.

By combining artificial and human intelligence, Crisp’s extended intelligence delivers brand-specific, continually-tuned, 24/7 Social Media Safety with no false alarms to assure C-level peace of mind. Fortune 1,000 brands trust Crisp for their Social Media Safety, equating to more than $3 trillion in market cap.