Consumer Sentiment Around COVID-19 - Wave 2 - Report of Findings
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Consumer Sentiment Around COVID-19 Wave 2 - Report of Findings April 2020
Objectives and Methodology
Objectives:
> With today’s current climate and COVID-19 impacting businesses and consumers,
it is imperative for us to understand how this pandemic influences consumers’
attitudes about their life as well as brands and industries
> As consumer sentiment shifts, likely significantly, from week to week, having a
finger on the pulse will allow brands to identify their next best action in the
market place
> Insights within, reflect CMB’s proprietary online Sentiment Pulse conducted on
3/17/20 (W1) and 4/6 + 4/7/20 (W2)
Sample
> Wave
> 1: 498 US adults, 18+
> 2: 530 US adults, 18+
> Nationally representative sample (for age and gender)
2 C O N F I D E N T I A L
Executive Summary
> Experts tell us that most societal change is glacial in nature, requiring years or decades to
measure movement. Three weeks after CMB’s first consumer pulse, however, sentiment has
notably shifted among Americans amid the COVID-19 crisis.
> The majority of Americans now feel more decidedly positive or more decidedly negative
about their lives overall. This is largely the result of changes they have been required to
make and the resulting impact from those changes. More time with family and gratitude for
work and health drive positive feelings while anxiety, worry, and financial distress drive
negativity.
> Regardless of feelings about life overall, the majority of Americans now feel
a negative impact from COVID-19 specifically. Perceptions of negative
impact are tied directly to distress around finances,
acquiring essentials, and working from home.
> Opportunities abound, however, as forced changes lead to new
habits, some of which consumers may be reluctant to
relinquish once the “new normal” arrives. The
challenge for brands will be to identify the
white space for innovation to meet
emerging consumer needs.
3 C O N F I D E N T I A L
Current Sentiment About Life Situation
To understand how people feel, we measure the two core
dimensions of emotion
> VA L E N C E is the intensity of a positive or negative feeling
> A C T I V AT I O N is the amount of physical energy associated with it
Valence and activation are
often correlated, but they
are not the same.
For example: Anger and
sadness can feel equally
and intensely bad in terms
of valence.
However, anger is high in
activation. It’s agitating and
makes people want to act.
By contrast, sadness is low
in activation. It’s wearying
and makes people want to
withdraw.
We also account for the fact
that experiences can feel
ambivalent—i.e., they elicit
both positive and negative
emotions.
5 C O N F I D E N T I A LAmericans are now more certain of how they feel about their life overall;
Sentiments show notable shifts toward more purely negative feelings and
more purely positive feelings since March 17th
> The majority are feeling positive about life, with much lower levels of ambivalence
and neutrality than last wave (reported both good and bad feelings or neither
positive nor negative emotions) with a 14 percentage point increase in purely
positive feelings
> There is also a corresponding 9 point increase in consumers feeling purely
negative about their lives
44%
8% Purely Positive
Purely Negative
POSITIVE 11% 55%
WAVE 1
NEGATIVE 19% 11%
POSITIVE 8% 66%▲
WAVE 2
NEGATIVE 26% 8% 58% ▲
Purely Positive
17%▲
Purely Negative
NEGATIVE AMBIVALENT POSITIVE
(% Feel Bad) (% Feel Both Good and Bad) (% Feel Good)
6 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelPeople are more emotional than three weeks ago. Positive, low-activated
emotions still prevail for feelings about life overall, though there is stronger
high activation for both positive and negative emotions
NEGATIVE POSITIVE
VALENCE 19% Wave 1 55% VALENCE
26% Wave 2 66% ▲
High Activation High Activation
(e.g., agitated, frustrated, angry, (e.g., energized, excited,
anxious, stressed, afraid) HIGH ACTIVATION delighted, motivated, inspired)
Wave 1: 19% Wave 1: 15%
28% 21%
41%
Wave 1: 44% Wave 1: 46%
Mixed 41% Mixed
High & Low High & Low
Wave 1: 37% Wave 1: 39%
31% 38%
Low Activation Low Activation
(e.g., weary, disappointed,
discouraged, sad, depressed)
LOW ACTIVATION (e.g., peaceful, calm, relaxed,
comfortable, secure)
7 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelPeople are more galvanized in one direction or the other, perhaps having
gained a slightly different perspective on life over the last few weeks -
stronger gratitude or greater anxiety/real impact from the current crisis
EMOTIONAL VALENCE – POSITIVE/NEGATIVE
Those feeling negative
about their life are
anxious, uncertain, and Wave 1 8% 44%
specifically feeling the
economic impact of the
COVID-19 environment. Wave 2 17% ▲ 58% ▲
Suburban dwellers who PURELY NEGATIVE PURELY POSITIVE
perhaps felt safer three
weeks ago are now “I’m retired so my income isn’t threatened right now and I
“The future is uncertain
more likely to express and I’m hoping that things “I'm inside all day and can lend support to my children who financially need some
help right now. I do miss being able to get out and see
will get better soon.” lack any motivation.”
purely negative – Gen X – Gen Z people right now....but continue to believe that at some point
this will be behind us.”
sentiments. – Baby Boomer/Mature
“No money. No job. “I'm concerned and anxious “Happily married; in
Been stuck in this about the Coronavirus, for myself retirement; children “Fortunate that everyone
house. Not sure when and my family.” healthy and self- in my family are
this will ever end.” –Baby Boomer/Mature supporting; acceptable healthy and
– Millennial financial condition.” employed.”
- Baby Boomer/Mature - Gen X
Older generations
feel mostly good “Unsure future due to COVID-19.”
– Baby Boomer/Mature “I have a great community of
about their current friends. A loving family. Hobbies
that I have to time to pursue.”
life situation – Millennial
Base: All respondents: Wave 1 (n=498), Wave 2 (n=530) ● Q3. Think about your current life situation (i.e., work, friends, family, health, hobbies, etc.), how good does your current
situation make you feel? And how bad does it make you feel? Q4. And what reasons do you have for feeling that way?
8 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelMuch of the country is now aligned on level of negative emotions related
to life in general; while positive emotions have increased for all regions
and neighborhood types
NORTHEAST
MIDWEST Wave 1 Wave 2
Wave 1 Wave 2 67
WEST 54
Wave 1 Wave 2 66
32
49 26
67 12
60 8
16 19
10
4 2,402 223,859
26 25 cases
19
10 569 52,444
cases
1,781 39,944
cases
SOUTH
Wave 1 Wave 2
Wave 2
66 69▲ 66
55 62
26▲
13
8 7 29 28
23▲
993 75,602
cases
Urban Suburban Rural
% Positive % Ambivalent % Negative
Wave 1 47% 28% 58% 15% 58% 17%
Base: West: Wave 1 (n=120), Wave 2 (n=113); Midwest: Wave 1 (n=109), Wave 2 (n=113); South: Wave 1 (n=184), Wave 2 (n=186); Northeast: Wave 1 (n=85), Wave 2 (n=118);
Urban: Wave 1 (n=132), Wave 2 (n=135); Suburban: Wave 1 (n=256), Wave 2 (n=305); Rural: Wave 1 (n=110), Wave 2 (n=90) ● Q3: Think about your current life situation (i.e.,
work, friends, family, health, hobbies, etc.), how good does your current situation make you feel? And how bad does it make you feel?
COVID-19 positive cases: Wave 1 as of 3/17/20 (date pulled 3/24/20), Wave 2 as of 4/7/20 (date pulled 4/8/20). Source: https://covidtracking.com/data/ Data pulled by state
9 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelLife in the Time of
COVID-19Remarkable shifts are noted in just three weeks, with more than twice the
number of Americans experiencing a very negative impact from COVID-19
COVID-19 IMPACT ON YOU RIGHT NOW
> Three-quarters feel a
Wave 1 17% 32% 21% 9% 21% negative impact on
Those feeling a their lives from
positive impact cite
more family time,
COVID-19, something
Wave 2 40% ▲ 33% 12% ▼ 8% 7% ▼ ability to take a businesses must
break/focus on self
care, and working continue to
Very Negative Somewhat No Impact Somewhat Very Positive
from home as acknowledge
reasons for the
(-5 to -3) Negative (0) Positive (3 to 5)
(-2 to -1) (1 to 2)
positivity.
> Americans are even
LEVEL OF CONCERN more concerned with
NOT CONCERNED CONCERNED
health and long-term
(%0-4) (%8-10)
Wave 1 recession
Your family’s health ▼ 17% 49% 42% > Concern about losing
Baby Boomers are
Entering a long-term recession ▼ 20% 47% 45% least concerned one’s job remains
about not being steady while
▼ 16% able to pay bills,
Health of your community 46% 42%
providing for
Americans are feeling
Your own health ▼ 27% 36% 36% family, and losing a bit less concerned
their jobs. about long-term
Millennials are
Not being able to pay bills 48% 26% 28%
most concerned effects for banks
Banks negatively affected for long about health of
37% 26% ▼ 36%
term community
Not being able to provide for family 44% 25% 32%
Losing your job 60% 21% 23%
Base: All respondents: Wave 1 (n=498), Wave 2 (n=530) ● Q6: How much positive or negative impact are you experiencing right now in your life because of COVID-19? Q7: How
concerned are you right now with each of the following?
11 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelWhile everyone is worrying about health and most are feeling some level
of isolation and boredom, those most impacted are facing difficulties with
basics like buying groceries or figuring out how to work from home
COVID-19
IMPACT ON YOU 40% ▲ 33% 12% ▼ 8% 7% ▼
RIGHT NOW
Very Negative Somewhat Negative No impact Somewhat Positive Very Positive
(-5 to -3) (-2 to -1) (0) (1 to 2) (3 to 5)
MOST CHALLENGING ASEPCT OF LIFE FOR YOU DURING THIS TIME: WAVE 2 (common themes by COVID-19 impact)*
Family/yourself Finances Family/yourself Finances Family/yourself Family/yourself Family/yourself
staying healthy staying healthy staying healthy staying healthy staying healthy
Staying
Staying Isolation Staying Isolation Staying Staying
home
home home home home
Under/unemployment
Boredom Getting groceries, Boredom Getting groceries, Boredom Boredom
essential needs essential needs
Being apart from
family/ friends
Being apart from Working Being apart from Working No concerns Being apart from
family/ friends remotely family/ friends remotely family/ friends
Q19: What is the most challenging aspect of life for you during this time?
*Themes are not presented in any specific order. Finances
12 C O N F I D E N T I A LThose negatively impacted have more concerns than last wave, though they
feel better about banks and providing for family. Their ranks have dwindled,
but those feeling no impact are more worried about health
CONCERN Negative Impact No Impact
(% Very concerned, %8-10) (-5 to -1) (0)
54% 53%
49% 48%
43%
40% 38%
31% 36%
33% 30%
25% 27% 27% 28%
21% 20% 24% 23%
18% 19% 20%
16% 16% 16%
11% 11% 11%
9% 7% 6% 5%
Wave 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2
Entering a long- Your family’s Health of your Banks will be Your own health Not being able to Not being able to Losing your job
term recession health community negatively affected provide for your pay bills
for long term family
> The timeline has TIMELINE FOR “GOING BACK TO NORMAL”
(Among those negatively impacted)
extended for
going back to
normal. A shift in Wave 1 2% 13% 31% 24% 19% 5% 6%
the other
direction will be a
leading indicator Wave 2 1% 8% 28% 25% 26% 10% 3%
of economic
recovery
About About A few About One year Things will Don’t
2 weeks a month months 6 months or more not go back know
Base: Those negatively impacted: Wave 1 (n=288), Wave 2 (n=389); Those not impacted: Wave 1 (n=86), Wave 2 (n=60) ● Q7: Very Concerned (%8-10) - How concerned are you
right now with each of the following? Q9: Approximately, how much longer do you feel it will be before things go back to normal?
13 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelYounger generations express more concern and negative emotion, even as
they expect a faster return to normal; recent unemployment is increased
from last wave
EMOTIONAL SENTIMENT COVID-19 IMPACT ON YOU RIGHT NOW
Total 40% ▲ 33% 12%▼ 8% 7% ▼
72%
66% ▲ 67%
62%▲ 60% Overall Gen Z 49% ▲ 23% 17% 11%
Positive
38%▲ 34% Millennials 37% ▲ 33% 11% 9% 11% ▼
26%
21% 19%
Overall Gen X 37% ▲ 33% 13% 7% 10% ▼
Negative
Boomers/
Matures
42%▲ 37% 10%▼ 6% 5%
Total Gen Z Millennials Gen X Boomers/
Matures
Very Negative Somewhat Negative No Impact Somewhat Positive Very Positive
EMOTIONAL VALENCE – POSITIVE/NEGATIVE (-5 to -3) (-2 to -1) (0) (1 to 2) (3 to 5)
Total 17% ▲ 58% ▲ TIMELINE FOR “GOING BACK TO NORMAL”(Among those negatively impacted)
Gen Z
Total Gen Z Millennials Gen1%X Boomers
25% ▲ 48% 3% 1% 1%2% 4%
6% 8% 7% 4% 6%
10% 8% 15% 9%
13% 11%
Millennials 19% ▲ 52% ▲ 17% ▲ 23%
20% 27%
26% 28% 31%
23%
26% 36% 34%
Gen X 17% ▲ 56% 21%
25% 35% 19%
Boomers/
Matures
15% 68% About About A few About One year Won’t go Don’t
2 weeks a month months 6 months or more back know
PURELY NEGATIVE PURELY POSITIVE
LEVEL OF CONCERN (Top 5) Boomers/
Total Gen Z Millennials Gen X Matures
UNEMPLOYMENT ▼17%
Your family’s health 49% 53% 51% 50% 46%▼
Occurred
within Entering a long-term
recession ▼ 20% 47% 48% 52% 46% 43%
the last
two Health of your community ▼ 16% 46% 39% 56% 46% 40%
weeks
Your own health ▼ 27% 36% 31% 41% 37% 34%
14% 56% 11% 25% 10% 54%
Not being able to pay
9% 38% ▲ 13% 48% 26% 37% 39% 28% 12%
4% bills
Total Gen Z Millennials Gen X Boomers/ NOT CONCERNED (%0-4) CONCERNED (%8-10)
Matures ▼ Denotes significant increase/decrease from previous wave at 95% confidence level
14 C O N F I D E N T I A LOpportunities abound with technology; Zoom is the clear winner in terms
of recent behavior changes
% USED TECHNOLOGY IN PAST 6 MONTHS CHANGE IN USE IN RECENT WEEKS
FaceTime 40% 6% 35% 58%
Zoom 30% 1% 13% 86%
Skype 21% 5% 39% 56%
WhatsApp 17% 8% 43% 49%
Facebook Live 16% 8% 43% 50%
Google Hangouts 16% 8% 41% 51%
Dropbox 15% 17% 55% 27%
Microsoft Teams 12% 9% 35% 56%
YouTube Live 11% 10% 38% 52%
Cisco WebEx 9% *
Google G Suite 5% *
LinkedIn Live 3% *
Slack Video Calls 1%
*
Box 1% *
I am using this LESS I am using this the SAME I am using this MORE
in recent weeks as I have in the past in recent weeks
Base: All respondents: Wave 2 (n=530) ● Q17: Which of the following technologies have you used in the past 6 months? Select all that apply.
Base: Those who have used the technology in the past 6 months: Wave 2 (n-sizes vary by technology) ● Q18: How has your usage of these technologies changed over the last few
weeks? * Not showing change in recent week results ifHome cooking, grocery delivery, and decluttering are the big winners
resulting from this marked change in lifestyle; Meeting new needs for
newly formed habits offers opportunities for businesses
% DID ACTIVITY IN PAST 6 MONTHS CHANGE IN USE IN RECENT WEEKS
Online shopping 64% 9% 49% 42%
House cleaning/decluttering/organization 64% 1% 35% 63%
Staying in touch with relatives/Visiting friends 57% 11% 38% 50%
Exercising 55% 15% 46% 38%
Home cooking/making new recipes 54% 1% 30% 69%
Engaging in social media 51% 2% 42% 56%
Ordering take-out 48% 15% 34% 51%
Spending more time outside 35% 14% 25% 61%
Gardening/yard/home improvement projects 35% 6% 41% 53%
Working on hobbies 34% 6% 32% 62%
Playing family board and card games 30% 11% 27% 62%
Online gaming 26% 4% 35% 61%
Traveling for pleasure 25% 81% 17% 1%
Listening to podcasts 20% 12% 39% 49%
Having groceries delivered 17% 2% 19% 79%
Streaming live events 17% 2% 28% 70%
Downgrading/canceling a subscription 16% 11% 43% 46%
Learning new skill or language/Online courses 13% 4% 31% 65%
Signing up for a new subscription service 11% 5% 42% 53%
I am doing this LESS I am doing this the SAME I am doing this MORE
in recent weeks as I have in the past in recent weeks
Base: All respondents: Wave 2 (n=530) ● Q21: Which of the following have you done in the past 6 months? Select all that apply.
Base: Those who have done the activity in the past 6 months: Wave 2 (n-sizes vary by activity) ● Q22: Please think about some of the changes you have made in the past few weeks.
Please indicate whether you are doing more, less, or the same now for each of the following below.
16 C O N F I D E N T I A LWe can assume that some new habits are here to stay and businesses
should focus on the ones that will continue beyond the COVID crisis for
new innovation
% DOING MORE/LESS OF THE FOLLOWING ACTIVITY Once life goes back to
normal, I…
I AM DOING THIS LESS I AM DOING THIS MORE
Will continue to do this more
Having groceries delivered 2% 79% 34%
Streaming live events 2% 70% 43%
Home cooking/making new recipes 1% 69% 66%
Learning a new skill or language/Taking online
4% 65% 84%
courses
House cleaning/decluttering/organization 1% 63% 52%
Playing family board and card games 11% 62% 55%
Working on hobbies 6% 62% 71%
Online gaming 4% 61% 66%
Spending more time outside 14% 61% 80%
Engaging in social media 2% 56% 44%
Gardening/yard work/home improvement projects 6% 53% 59%
Signing up for a new subscription service 5% 53% 40%
Ordering take-out 15% 51% 33%
Staying in touch with relatives/Visiting friends 11% 50% 76%
Listening to podcasts 12% 49% 66%
Downgrading/canceling a subscription 11% 46% 51%
Online shopping 9% 42% 52%
Exercising 15% 38% 88%
Traveling for pleasure 81% 1% *
Base: Those who have done the activity in the past 6 months: Wave 2 (n-sizes vary by activity) ● Q22: Please think about some of the changes you have made in the past few weeks.
Please indicate whether you are doing more, less, or the same now for each of the following below.
Base: Those who are currently doing the activity more: Wave 2 (n-sizes vary by activity) ● Q23: Once life goes back to normal, which do you feel you will continue to do more of?
Base: Those who are currently doing the activity less: Wave 2 (n-sizes vary by activity) ● Q23: Once life goes back to normal, which do you feel you will continue to do more of?
*Activities with an N-sizeSubgroup Analysis
GEN Z
Gen Zers have doubled the proportion feeling a very negative impact
from COVID-19 and they are more concerned about more things 14%
compared to three weeks ago
COVID-19 IMPACT ON YOU RIGHT NOW TRUSTED BRANDS DURING THIS TIME
Wave 1 22% 25% 14% 9% 30%
Wave 2 49% ▲ 23% 17% 11%
0% ▼
Very Negative Somewhat No Impact Somewhat Very Positive
(-5 to -3) Negative (0) Positive (3 to 5)
(-2 to -1) (1 to 2)
TIMELINE FOR “GOING BACK TO NORMAL” LEVEL OF CONCERN
(Among those negatively impacted) CONCERNED
NOT CONCERNED
4% (%0-4) (%8-10) Wave 1
8% 15% About 2 weeks Your family’s health ▼ 11% 53% 40%
About a month Entering a long-term recession ▼ 18% 48% 34%
40% 36%
A few months Health of your community ▼ 18% 39% 37%
About 6 months Not being able to pay bills 32% 37% 31%
14%
26% About a year or more Your own health ▼ 28% 31% 34%
17%
It won't go back Losing your job 45% 29% 31%
17% Not being able to provide for
13% Don't know 32% 26% 34%
family
5% 6%
Banks negatively affected for long
▼ 28% 23% 27%
Wave 1 Wave 2 term
Base: Gen Z: Wave 1 (n=126), Wave 2 (n=48) ● Q6: Please think about how your life has been impacted so far, if at all, because of COVID-19 (also known as Coronavirus). How
much positive or negative impact are you experiencing right now in your life because of COVID-19? Q7: How concerned are you right now with each of the following?
Base: Responded with applicable answer: Wave 2 (n=22) ● Q8: Which brands, if any, do you trust right now to communicate with you honestly?
Base: Those negatively impacted: Wave 1 (n=63), Wave 2 (n=35) ● Q9: Approximately, how much longer do you feel it will be before things go back to normal?
19 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelMILLENNIALS
Millennials have tripled those most negatively impacted by COVID-19,
the largest increase of any generation; nearly one-in-ten feel that 14%
things will not go back to normal
COVID-19 IMPACT ON YOU RIGHT NOW TRUSTED BRANDS DURING THIS TIME
Wave 1 9% 20% 18% 18% 35%
Wave 2 37% ▲ 33% 11% 9% 11% ▼
Very Negative Somewhat No Impact Somewhat Very Positive
(-5 to -3) Negative (0) Positive (3 to 5)
(-2 to -1) (1 to 2)
TIMELINE FOR “GOING BACK TO NORMAL” LEVEL OF CONCERN
(Among those negatively impacted) CONCERNED
NOT CONCERNED
2% (%0-4) (%8-10) Wave 1
11% 7% 12% 56% 52%
About 2 weeks Health of your community
27% About a month Entering a long-term recession 18% 52% 48%
30%
A few months Your family’s health 14% 51% 54%
About 6 months Your own health 24% 41% 47%
35%
44% About a year or more Not being able to pay bills 34% 39% 41%
Not being able to provide for
It won't go back 30% 34% 41%
20% family
12% Don't know Losing your job 48% 30% 38%
8%
3% 1% Banks negatively affected for long
31% 30% 42%
Wave 1 Wave 2 term
Base: Millennials : Wave 1 (n=90), Wave 2 (n=140) ● Q6: Please think about how your life has been impacted so far, if at all, because of COVID-19 (also known as Coronavirus).
How much positive or negative impact are you experiencing right now in your life because of COVID-19? Q7: How concerned are you right now with each of the following?
Base: Responded with applicable answer: Wave 2 (n=64) ● Q8: Which brands, if any, do you trust right now to communicate with you honestly?
Base: Those negatively impacted Wave 1 (n=33), Wave 2 (n=97) ● Q9: Approximately, how much longer do you feel it will be before things go back to normal?
20 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelGEN X
Gen Xers are also feeling a more negative impact like other
generations but are less concerned about providing for family 14%
compared to last wave
COVID-19 IMPACT ON YOU RIGHT NOW TRUSTED BRANDS DURING THIS TIME
Wave 1 21% 32% 19% 4% 24%
Wave 2 37% ▲ 33% 13% 7% 10%▼
Very Negative Somewhat No Impact Somewhat Very Positive
(-5 to -3) Negative (0) Positive (3 to 5)
(-2 to -1) (1 to 2)
TIMELINE FOR “GOING BACK TO NORMAL” LEVEL OF CONCERN
(Among those negatively impacted) CONCERNED
NOT CONCERNED
2% 1% (%0-4) (%8-10) Wave 1
9% 22% 50% 50%
About 2 weeks Your family’s health
18%
About a month Entering a long-term recession 21% 46% 48%
31%
23%
A few months Health of your community 19% 46% 44%
19% About 6 months Your own health 32% 37% 44%
19%
Not being able to provide for
About a year or more ▲ 44% 30% 43%
family
18% 23% Banks negatively affected for long
It won't go back 37% 29% 37%
term
6%
13% Don't know Not being able to pay bills ▲ 42% 28% 42%
14%
4%
Losing your job 52% 21% 27%
Wave 1 Wave 2
Base: Gen X: Wave 1 (n=66), Wave 2 (n=144) ● Q6: Please think about how your life has been impacted so far, if at all, because of COVID-19 (also known as Coronavirus). How
much positive or negative impact are you experiencing right now in your life because of COVID-19? Q7: How concerned are you right now with each of the following?
Base: Responded with applicable answer: Wave 2 (n=65) ● Q8: Which brands, if any, do you trust right now to communicate with you honestly?
Base: Those negatively impacted: Wave 1 (n=40), Wave 2 (n=100) ● Q9: Approximately, how much longer do you feel it will be before things go back to normal?
21 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelBABY
Twice as many Boomers are feeling a very negative impact and BOOMERS/MATURES
more are concerned with their family’s health; their expected timeline 14%
to normalcy has extended
COVID-19 IMPACT ON YOU RIGHT NOW TRUSTED BRANDS DURING THIS TIME
Wave 1 18% 47% 29% 4%
3%
Wave 2 42% ▲ 37% 10% 6% 5%
▼
Very Negative Somewhat No Impact Somewhat Very Positive
(-5 to -3) Negative (0) Positive (3 to 5)
(-2 to -1) (1 to 2)
TIMELINE FOR “GOING BACK TO NORMAL” LEVEL OF CONCERN
(Among those negatively impacted) CONCERNED
NOT CONCERNED
1% (%0-4) (%8-10) Wave 1
6%
13% About 2 weeks Your family’s health ▼ 17% 46% ▲ 27%
23% ▼ 21% 43%
About a month Entering a long-term recession 47%
31%
A few months Health of your community ▼ 17% 40% 36%
21%
About 6 months Your own health ▼ 26% 34% 24%
24%
Banks negatively affected for long
About a year or more 44% 21% 37%
34% term
Not being able to provide for
It won't go back 58% 15% 16%
23% family
11% ▲ ▲ Don't know Not being able to pay bills 68% 12% 8%
4%
5% 4%
Losing your job ▼ 80% 10%▲ 4%
Wave 1 Wave 2
Base: Baby Boomers/Matures: Wave 1 (n=216), Wave 2 (n=198) ● Q6: Please think about how your life has been impacted so far, if at all, because of COVID-19 (also known as
Coronavirus). How much positive or negative impact are you experiencing right now in your life because of COVID-19? Q7: How concerned are you right now with each of the following?
Base: Responded with applicable answer: Wave 2 (n=95) ● Q8: Which brands, if any, do you trust right now to communicate with you honestly?
Base: Those negatively impacted: Wave 1 (n=152), Wave 2 (n=157) ● Q9: Approximately, how much longer do you feel it will be before things go back to normal?
22 C O N F I D E N T I A L ▼ Denotes significant increase/decrease from previous wave at 95% confidence levelNext Steps
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