ipsos essentials
TRANSCRIPT
IPSOS ESSENTIALSTracking consumer attitudes and behavior in a time of crisisPhase 3
© Ipsos | Essential Report July 30 to August 2 Fieldwork2 ‒
This is not just a
health crisis…
© Ipsos | Essential Report July 30 to August 2 Fieldwork3 ‒
… or a financial
crisis …
© Ipsos | Essential Report July 30 to August 2 Fieldwork
… but rather a control
crisis!
Lack of perceived
control can induce
mental and physical
health issues
© Ipsos | Essential Report July 30 to August 2 Fieldwork
Things are perceived as ‘out-of-control’ in many countries and second wave worries are shared internationally
5
0%
20%
40%
60%
80%
100%
Total US SouthAfrica
Brazil India Japan Mexico Spain UK Australia Russia France Italy Canada SouthKorea
Germany China
Loss of Control and Fear of Future Infections
(Top-2 Box Agreement)
Q: (T2B Summary) To what extent do you agree or disagree with each of the following [Thinking about resuming normal activities after the pandemic makes me feel very anxious]? (n= 14,518)
I feel like things in my country are out-of-control right now
I think there will be another wave of COVID-19 infections in my country
© Ipsos | Essential Report July 30 to August 2 Fieldwork
…leading to high frustration and low empowerment
6
Q: Which of these words describe your state of mind right now? Please select at least 3 and up to a maximum of 8 responses (n=14,518)
0%
20%
40%
60%
Total SouthAfrica
US UnitedKingdom
Canada Japan Australia India Mexico Spain Italy Brazil SouthKorea
France Germany Russia China
EmpoweredFrustratedEmpowered vs Frustrated
© Ipsos | Essential Report July 30 to August 2 Fieldwork
Why now? This thing has been dragging on for a while – what’s new?
7
Worldwide Search Interest in “Covid”
Source: Google Trends, August 2020, search term: “Covid” Worldwide.
Covid-19 declared a
global pandemic Today
Five Things
© Ipsos | Essential Report July 30 to August 2 Fieldwork
1
Covid-19 is the backdrop to various changes in
behaviour, but implications are broader than Covid-19.
© Ipsos | Essential Report July 30 to August 2 Fieldwork
Top-2 Change
from Jul 31 – Aug 2
-2% ▼
--
--
--
+2% ▲
--
--
--
The pandemic is the top concern, but people have many things on their minds
10
41%
13%
12%
10%
8%
6%
4%
3%
18%
20%
13%
16%
12%
8%
7%
6%
58%
33%
24%
25%
20%
14%
11%
9%
The Covid-19 pandemic
The economy
Personal financial concerns
Health concerns
The environment/climate change
The political situation/leadership concerns
Social unrest
Inequality
1st Priority 2nd Priority Top-2
Top Concerns
▼ or▲ indicate change vs. previous wave (statistically significant @ 95% C.I.)
Q: There are a number of challenges we may face today. Which of these concerns you the most? (n=15562)
Q: Of the items remaining, which of these concerns you the most?
© Ipsos | Essential Report July 30 to August 2 Fieldwork
51%
66% 62% 61% 60% 59% 58%49% 48% 47% 47% 46% 44% 43% 43% 41% 38%
25%
17% 24%21% 21%
29%
20%
25% 27% 25% 21%31% 34%
24% 23%19%
34%
8%
5%4%
3% 7%
4%
9%9% 11%
10%13%
9% 3%
8%4%
23%5%
13% 6%8%
14% 9%7%
10%13%
12%14% 15%
12% 18%
16% 24%
13% 20%
Total India Spain Brazil China Mexico Australia Canada Italy UnitedKingdom
Germany SouthKorea
SouthAfrica
Japan US France Russia
COVID-19 / Health Economy / Finances Environment / Climate Political / Social / Inequality None
COVID-19 and health remain top concerns for most hard-hit countries
11
Environmental priorities are more important in European countries, such as France, Germany, Italy, and the U.K., and have been growing as a priority in France specifically over the past six weeks. In the U.S., political and social issues are more of a concern than anywhere else.
Q: There are a number of challenges we may face today. Which of these concerns you the most? (n=15562)
Q: Of the items remaining, which of these concerns you the most?
Top Concerns – First Priority
© Ipsos | Essential Report July 30 to August 2 Fieldwork
2People are feeling
conflicted about a great many things including
health, finances, and the environment. They need
information and assurance when making decisions
and many will look to brands for stability.
© Ipsos | Essential Report July 30 to August 2 Fieldwork
The interplay between anxiousness and the desire to restart the economy is universal
13
0%
20%
40%
60%
80%
100%
Total India Japan Brazil SouthAfrica
SouthKorea
Mexico US UnitedKingdom
Australia Canada Russia Spain Italy China France Germany
Anxiety vs. Economy(Top-2 Box Agreement)
Q: (T2B Summary) To what extent do you agree or disagree with each of the following [Thinking about resuming normal activities after the pandemic makes me feel very anxious][We should restart
the economy and allow businesses to open or operate as they choose]? (n= 14510)
Thinking about resuming normal activities after the pandemic makes me feel very anxious
We should restart the economy and allow businesses to open or operate as they choose
© Ipsos | Essential Report July 30 to August 2 Fieldwork
At a broader level, the desire to reopen and the anxiety around reopening were closely competing in the month of July; more recently, anxieties have quelled and support for reopening has increased
14
Anxiety vs. Economy(Top-2 Box Agreement)
Q: (T2B Summary) To what extent do you agree or disagree with each of the following [Thinking about resuming normal activities after the pandemic makes me feel very anxious][We should restart
the economy and allow businesses to open or operate as they choose]? (n=15562)
Thinking about resuming normal activities after the pandemic makes me feel very anxious
We should restart the economy and allow businesses to open or operate as they choose
40%
50%
60%
70%
May 8 -May 10
May 15 -May 17
May 22 -May 24
May 29 -May 31
Jun 5 -Jun 7
Jun 12 -Jun 14
Jun 19 -Jun 21
Jun 26 -Jun 28
Jul 17 -Jul 19
Jul 31 -Aug 2
Aug 12 -Aug 16
© Ipsos | Essential Report July 30 to August 2 Fieldwork
3Companies can’t use a
‘one-size fits all’ model to account for changes in
behaviour. Different consumers have different
priorities.
© Ipsos | Essential Report July 30 to August 2 Fieldwork
Two largest segments are focused on getting things back on track –just in very different ways
16
34% 29% 14% 12% 11%
We Can Work It Out Get Up, Stand Up Gimme Shelter Green DayGet Back
Biggest concern is COVID-
19/health, but they are
pragmatic – the economy
and financial concerns are
also top of mind. The
personal financial impact is
mounting so, many are
advocates for restarting the
economy and getting back
to work.
COVID-19/health is not a top
concern. The focus is on a
variety of other socio-economic
and political issues. Least
supportive of restrictions and
monitoring. Looking to restart
the economy and for life to get
back to normal.
The politic climate, social
unrest and inequality are their
top concerns following the
COVID-19 pandemic. They are
most likely to feel that the
country is out of control and to
be critical of the government.
The number one concern is
COVID-19/health. Elevated
concerns about being
personally diagnosed.
Supports restrictions and
monitoring. Anxious about re-
opening. The expectation that
life will dramatically change
even after the pandemic.
Top concern is still COVID-
19 but also highly
concerned with the
environment and climate
change. This group has the
lowest personal financial
concerns and are least
likely to feel like things are
out of control.
© Ipsos | Essential Report July 30 to August 2 Fieldwork
4With fears of second and
third waves, this is likely to be a long-term issue. The
impact and implications of Covid-19 will in some
cases permanently change how people behave and how companies provide
services.
© Ipsos | Essential Report July 30 to August 2 Fieldwork
The “long middle” means that instead of doing things people would have done before restrictions, they are instead acclimatizing to the idea that restrictions will drive new routines.
18
Q. There are often several phases or stages that people go through when times are hard. Which one of the following phases do you feel best describes your current situation regarding the
covid-19 pandemic (n=15562)
PRE
PANDEMICPREPARATION ADJUSTMENT ACCLIMATION OPENING UP RE-START
The pandemic
has not reached
my area, so there
have not been
any restrictions
so far
I am getting ready
for possible new
restrictions
I have adapted
to the
restrictions and
settled into new
routines.
It seems
restrictions will
soon be lifted
in my area.
I am starting to
do some things
again that used
to be restricted.
I am doing most
of the things I
used to do pre-
COVID.
I feel the
pandemic is
behind me, and
I am moving on
with life.
POST
PANDEMICNEW NORMAL
I am reacting
day-by-day to
the restrictions
and
establishing
new routines.
6%
18% 17%
32%
4%
9% 9%
4%
Jul 17 - Jul 19 Jul 31 - Aug 2 Aug 14 - Aug 16
Phases: International View
▼ or▲ indicate change vs. previous wave (statistically significant @ 95% C.I.)
▼
© Ipsos | Essential Report July 30 to August 2 Fieldwork
5Q4 will be a challenge for many companies, and they need to be
armed with this data to help them navigate the busy holiday
shopping season.
© Ipsos | Essential Report July 30 to August 2 Fieldwork
We know the pandemic has led to a change in shopping behaviour
20
How much has your shopping changed due to COVID-19?
10%
15%
17%
18%
17%
20%
20%
21%
24%
28%
32%
32%
38%
39%
41%
48%
46%
63%
63%
50%
55%
52%
54%
69%
68%
62%
57%
59%
53%
55%
51%
44%
44%
22%
21%
32%
27%
29%
26%
10%
8%
10%
11%
9%
9%
6%
8%
8%
South Africa
UK
Canada
India
Mexico
Brazil
US
China
Italy
Spain
Australia
South Korea
France
Japan
Russia
Germany
The way I shop has not changed at all The way I shop has changed a bit The way I shop has changed drastically
Total
A bit
56%
Drastic
18%
Not at all
26%
Q: How much if at all would you say the way you shop has changed as a result of COVID-19? (n=14,518)
© Ipsos | Essential Report July 30 to August 2 Fieldwork
1. Covid-19 has been a change agent for
consumers, creating opportunities and threats for
brands.
2. An individual’s coping mechanism depends on
their motivational state.
3. Brands need to understand consumers’
emotional state and their coping mechanisms and
offer solutions to help consumers with these
mechanisms.
4. Q4 will be an anxious time for shoppers –
retailers and brands that win will offer an element
of ‘customer service’ that provides assurance and
safety.
Some takeaways
© Ipsos | Essential Report July 30 to August 2 Fieldwork22
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