As the coronavirus continues to rage out of control and consumers are faced with so much uncertainty, the response of brands and leaders has real consequences. Don’t think that launching a hand sanitizer and donating a quantity from production will magically unlock sales and customer loyalty. At best these are table stakes. Trust and loyalty are not created through appropriation—they are built through genuine empathy.

Brands need to evolve consumer-facing communications around empathy, but also around their support for workers, other businesses, and their community at large. Consumers are putting more stock in companies that offer a holistic response to the coronavirus; failing to meet these higher expectations could potentially damage brands.

The Numbers according to a PepsiCo study with Ipsos:

• Prior to the pandemic, 43% of Americans described the nation as empathetic, but that figure has since risen seven percentage points. Nearly all (94%) of Americans say that empathy is important, generally.
• Over half (56%) of those surveyed said that brands using their marketing to address the pandemic is an act of empathy.
• The top five ways consumers say brands can be empathetic are: treating people with respect (52%), treating people like human beings (50%), listening to people (43%), caring about people (41%), and acknowledging when the brand is wrong (37%).
• The most valued form of brand empathy identified by PepsiCo was responding to workers and the community first.
• 86% of respondents agreed that it’s “critical” for brands to show empathy now if they want to grow loyalty.
• Two in three consumers also noted that brands’ actions during the pandemic will influence how they engage with those brands in the future.
• 86% said it’s important for brands to help lift spirits, 74% said it’s important for brands to create a moment of escapism, and 73% said it’s important for brands to offer an outlet for entertainment.
• 93% of those surveyed want brands to provide salary and sick leave to employees.
• 90% want transparency into how businesses are keeping their workers safe.
• 91% want to see brands manufacture essential resources and help struggling local businesses.
• 90% want to see brands give back to those in need.

Getting it right or wrong during these uncertain times will leave a deep and lasting impression. Some brands are reaping the benefits of getting it right, while others are learning hard lessons.