Crisis Impact Report

How Customers React To A Brand Crisis

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

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.

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Key findings

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

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

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

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Is your brand at risk? Talk to Crisp.

Our Risk Intelligence Graph discovers the risk signals embedded within digital chatter. By continuously classifying this digital chatter, we are able to predict its severity and prevent its spread and impact. The Graph then learns from its connections to become increasingly effective at predicting complex risks to brands, assets and people in real time.

With Crisp, you’re always first to know and always first to act.