RBFF is providing weekly consumer insights to help its stakeholders navigate the multitude of challenges we’re all facing during the COVID-19 pandemic. This week, The Harris Poll COVID-19 Tracker has some useful information about safety, control and the rise of technology; with the overall sentiment showing a combination of stress and gratitude: 37% feel overwhelmed trying to balance work at home and other needs of their family, 52% feel grateful to be home with family, while 55% have cabin fever.
Safety added to the customer journey - Safety and hygiene must be considered for all commercial transactions before Americans will feel safe enough to break out of their housebound state and interact with businesses in-person. Industries must work together to ensure the entire customer journey is considered (creating a ‘blockchain effect’ for cleanliness) – i.e. hotels may lose bookings if travelers feel planes are not safe.
The Freshness of Suburbia – The lure of moving to cities used to be about opportunity; now people are feeling less safe in cities as virus transmission spikes in small groups in small settings. Urbanites may seek a suburban way of life to feel safe and revisit a lifestyle many had in their youth. Teleworking and virtual experiences have helped shift this mindset. Time will tell if this is a blip or a signifier of a stronger trend.
Health/Diet = Sense of Control – In a year filled with uncertainty and uncontrollable elements, we are holding onto what we can control – what we eat and how we live at home. No better time than a crisis to change habits.
Return to Office Life – One word: sterile. As Americans eye a return to the physical workplace, they will be anticipating a sterile environment with well-thought through protocols and precautions in place.
Continued Rise of Technology – What can your organization to do be ‘essential’ to society? According to findings, a majority of Americans approve of large tech companies helping to trace coronavirus cases (81%). Surprisingly, 73% are comfortable sharing anonymous location data in the interest of fighting the pandemic. In fact, 38% of Americans say their view of the tech industry has become more positive since the start of the pandemic.
WHAT THIS MEANS FOR OUR INDUSTRY:
Distrust is still real for many Americans as they venture from their homes.
In the retail space, shoppers want to see businesses in each phase of their journey practicing safe hygiene and sanitation measures. Stores must be cleaner than ever to draw customers out of their homes and back into your stores.
RBFF receives these weekly consumer insights from its partners at Colle McVoy. This study was fielded online among a nationally representative sample of 2,013 U.S. adults between April 25-26, 2020.
Stay tuned to the RBFF Blog for additional weekly consumer insights related to COVID-19.