Infection control is a top priority for businesses right now – so we commissioned our very own report into how hygiene (or lack of) could impact businesses throughout 2021 and beyond. Below are just some of the key findings we uncovered – for more, you can download the full report for free.
Key headlines:
- 77% said they harbour greater levels of concern about hygiene and infection control than last year
- Four in five customers (80.5%) reported that tangible proof around their infection control procedures would be reassuring
- A strong reputation for hygiene and infection control is critical to public trust with 87.6% of respondents reporting it being important to them
- 67.6% of sports fans would not be comfortable attending live sporting events with 7.8% suggesting a feeling that elite sports organisations do not treat infection control as a priority
- 38.4% of care home customers would remove their loved one (and boycott the home from then on) if they were to witness poor hygiene methods first-hand
Critically for the struggling hospitality sector in particular, our new, nationally-representative survey into 2,000 members of the public shows that almost two thirds (65.1%) of Brits will boycott restaurants, bars, pubs or hotels with a poor reputation for hygiene and infection control.
The findings also revealed that more than one in three (34%) people would both never use ‘offending’ businesses again, and also tell as many people as possible to avoid these businesses too, through channels such as word-of-mouth and social media, further increasing reputational damage.
It’s clear that customer trust will be key for businesses looking to retain and grow their customer base over the coming months, with 87.6% of Brits now deeming it important that a business has a good reputation for hygiene and infection control. Furthermore, 58.1% of these proclaim a positive standing for hygiene “extremely important”. This indicates that hygiene ratings – traditionally a significant indicator of quality for many businesses – have also become more important than ever before in the eyes of the public.
A further 33.6% of the public admitted that they are less likely to use a business with a poor reputation for infection control, with only 6.3% of the population stating that hygiene and infection control ratings are still not an issue for them.
The events of the past year have laid bare the potential consequences for companies that do not demonstrate the highest standards in infection control, as well as the growth opportunities for organisations that do invest what is needed now to reassure worried customers.
Expectations of the businesses customers will trust their money – and their health – with are virtually unrecognisable from even a year ago and, as our findings demonstrate, consumers will be quick to condemn any business that does not meet their heightened standards when it comes to infection control.
At a time where businesses across a range of industries need the continued loyalty of their customers more than ever before, it is crucial that they use the coming weeks to action all possible infection control measures to put their minds at ease. Those that take the time to do this now will reap the benefits once doors are able to reopen properly, offering potentially millions in boosted revenues, as well as the loyalty of customers both old and new, for years to come.
Perhaps unsurprisingly, it was revealed that the events of 2020 have prompted a nationwide change in attitudes towards hygiene and infection control overall, with 77% of the public holding greater concerns in this area than a year previously – attributing this change directly to COVID-19. Notably, four in five customers (80.5%) also report that tangible proof of businesses prioritising hygiene and customer safety, such as an industry accreditation mark denoting infection control excellence, would be reassuring.
JLA can support businesses of all shapes and sizes in levelling-up their infection control processes. From a range of ozone disinfection and air purification solutions to thermal disinfection dishwashers and cleaning essentials, we’re here to help you earn and keep the customer trust that will clearly be so vital to post-Coronovirus recovery.
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