Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country
Characteristic
Share of respondents
China
76%
India
60%
South Korea
45%
Brazil
35%
South Africa
27%
United States
27%
Italy
25%
Canada
24%
Japan
23%
United Kingdom
21%
France
20%
Germany
16%
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Question: Please indicate how much you agree or disagree with the following statements about brands and how they are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree: I have convinced other people to stop using a brand that I felt was not acting appropriately in response to the pandemic
Citation formats
Global consumers discouraging from brand use due to poor COVID-19 response 2020
During the time of the coronavirus pandemic, consumers seem to be unforgiving to brands which act inappropriately in response to the situation. During a March 2020 survey conducted in 12 global markets, it was found that consumers from China and India were the most likely to make negative reviews of brands that acted poorly in light of the COVID-19 outbreak, at 76 and 60 percent respectively. In comparison, only 16 percent of Germans said they had convinced others to stop using a brand because it was not responding well to the problem.
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Edelman. (March 20, 2020). Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
Edelman. "Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country." Chart. March 20, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
Edelman. (2020). Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
Edelman. "Share of Consumers Who Convinced Others to Stop Using a Brand Due to Its Inappropriate Response to The Coronavirus Pandemic Worldwide as of March 2020, by Country." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 20 Mar 2020, /statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
Edelman, Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country ÌÇÐÄÆƽâ°æ, /statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/ (last visited July 31, 2026)
Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country [Graph], Edelman, March 20, 2020. [Online]. Available: /statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
