Why empathy and brand purpose are the driving force for PepsiCo's marketing strategy during the COVID-19 pandemic.

1. EMPATHYSURVEY FINDINGSEMPATHYSURVEY FINDINGS
The Empathy Imperative: Consumer Perceptions
On Brand Empathy Through a Pandemic
MAY 2020

2. EMPATHYSURVEY FINDINGS
PepsiCo Beverages North America ran a longitudinalstudy through Ipsos among more than 5,000 Americans (16+) — 3,118 from March 10-13,
2020 and 2,084 from May 1-5, 2020 — on the evolutionof consumer perceptionsof empathy and the role brands play. Any reference to pre-
COVID-19 refers to the March 10-13 time period before shelter in place orders were initiated throughoutthe U.S. During COVID-19 refers to the
May 1-5 timeframe while many Americans continuedto abide by shelter in place orders.
Methodology
Empathy is integral to how PepsiCo Beverages North America approaches marketing, our employees, and
the business. In the days prior to the COVID-19 lockdown in the U.S., we embarked on consumer research
on empathy. Like everyone, we soon entered an entirely new world, and decided to re-run the survey to
understand how consumer perceptions of empathy and the role brands play have evolved through the
pandemic. We found that Americansalmostuniversally think empathy is important,but justhalf feel it
describesour nationtoday.As a society, we have made progress toward closingthe empathy gap,as
Americans feel the country is more empathetic now. But there is more work to be done, and there is a clear
role for brands to play. In this environment, it is just as easy for brands to get it right or wrong, and either
way will leave a deep and lasting impression on consumers. The following survey uncovers the actions
consumers now expect from brands, and the new brand empathy imperative moving forward.
Findings

3. EMPATHYSURVEY FINDINGS
Empathy is more important than
ever.
Americans almost universally (94%) say empathy is important in
today’s society.
In fact, nearly four in five (79%) believe it has become even more
importantin light of the COVID-19pandemic.

4. EMPATHYSURVEY FINDINGS
While an empathy gap exists, we are making progress in closing it.
During the COVID-19 pandemic, more Americans describe the nation as empathetic, but there is still a gap to fill.
Prior to COVID-19, just 43% of Americans described our society as empathetic.
But more Americansthink our society is empathetic now,with that description jumping 7 points to 50%.
PRE-COVID-19 DURING COVID-19
50%
43%

5. EMPATHYSURVEY FINDINGS
To consumers, the top five ways brands can show empathy is by…
Treating them like
a human being
Treating them
with respect
Acknowledging when
they’re wrong
Caring about themListening to them
52% 43% 37%
50% 41%

6. EMPATHYSURVEY FINDINGS
Consumer expectations of empathy during the pandemic
extend to marketing and advertising as well.
56% of Americans say changing brand communications to focus directly on addressing the crisis shows empathy.
In this pandemic, Americans prefer tones of support, hope and comfort, rather than overly emotive, serious or humorous tones.
80
70
60
50
40
30
20
10
0
62%
57% 55%
53%
24%
Supportive Hopeful Comforting Empathetic Serious Emotional
19%
14%
AmusingHumorous
19%

7. EMPATHYSURVEY FINDINGS
Americans say the most important ways brands can show empathy in their response is by…
However, brands can’t just say they’re empathetic,
they need to show it. The most valued responses to
COVID-19 focus on employees & community first.
Manufacturing
essential resources
Providing salary &
sick leave support to
employees
Helping people give
back to those in need
Providing transparency
on how companies are
keeping employees safe
Helping local businesses
that are struggling as a
result of the crisis
93% 91% 90%
91% 90%

8. EMPATHYSURVEY FINDINGS
There also remains a clear role for brands to play
in helping lift spirits in these difficult times.
say it’s important that brands lift
people’s spirits during this time
say it’s important that brands
provide a moment of escapism
from it all
say it’s important that brands
provide entertainment for people
during stay-at-home orders
86% 74% 73%

9. EMPATHYSURVEY FINDINGS
Empathy will remain the brand
mandate from this point forward.
86% of Americans agree that if brands want to create greater loyalty,
it’s critical they show greater empathy.
2 in 3 (68%)
say that how brandsrespond duringthe
pandemic willimpacthow they engage with
them in the future

10. EMPATHYSURVEY FINDINGS
For the complete survey results,
visit Ipsos.
MediaContact
Kristen Mueller
Kristen.Mueller@pepsico.com
EMPATHYSURVEY FINDINGS MAY 2020