“I am impressed by how quickly they changed”: The impact of CSR communication initiatives during Covid-19 among Millennials in Italy

In recent months, in the context of the uncertainty generated by the rapid spread of COVID-19 worldwide, companies have had to rethink their social role to restore a sense of stability in society. Many companies have revised their business strategies, adapting their production lines and their corporate communication. Firms, therefore, with the aim of helping to alleviate the negative impact of the COVID-19 pandemic, have led a responsible movement that can be considered as a new form of corporate social responsibility (CSR), as it demonstrates that companies are taking on a political and socially responsible role in supporting the society during this health emergency. Hence, the aim of our research is to explore the main CSR communication initiatives put in place by the companies during the COVID-19 pandemic and the perception of these initiatives among millennials. Our research, which involved 468 Italian millennials, reveals that it is possible to identify four different responsible communication strategies: 1) social and economic support, 2) promoting appropriate social behaviour, 3) promoting community values and 4) informing. Generally, our findings demonstrate that the CSR communication initiatives during the COVID-19 pandemic were positively perceived by millennials, who recognised the authenticity of the goals of this communication.