Where Do You Fit in the Pandemic Mindset? 5 Consumer Segments

BARRINGTON, Ill., June 16, 2020 /PRNewswire/ -- People in the US are and have been strongly divided on the handling of the Covid-19 pandemic.  While some are in favor of strict measures, others feel concerns and reactions are overblown.  Although most people seem to be practicing some degree of social distancing, underlying attitudes regarding the risks and economic impact associated with the pandemic vary a lot.  For marketers of consumer brands and services, it's important to understand the size and nature of consumer segments sharing similar attitudes as businesses continue to open up, increasing communication and interaction with their customers.  No one size fits all.

Relevation Research recently surveyed 1500 nationally representative consumers 18+ online asking agreement/disagreement on a battery of 25 attitudinal statements pertaining to Covid-19, the shutdowns, any personal economic impact and personality/behavioral characteristics. Five segments of the population were identified differing in terms of their general outlook and expectations of how long the pandemic will continue. Three segments are more optimistic and two are much more pessimistic. Brands and marketers need to walk a tightrope between these polarized views and experiences; perhaps prioritize those looking to open sooner but not alienate those looking to open later.  A recent uptick in the number of cases in many states may reinforce the relevance of this approach. 

"If you imagine where these consumer segments fall on four quadrants plotting worry about Covid-19 versus worry about the economic impact, it's clear brands need different strategies when relating to each", Nan Martin, principal at Relevation Research, said.  "For instance, for those undaunted by either Covid-19 or the economy, a message of 'we're open and ready for you' resonates, whereas those on the opposite end of the spectrum doubly hit by both Covid-19 and the economy will respond better to messaging such as 'let us help you deal with this crisis'.  Understanding what these segments look like with respect to individual industries, who they are and how they shift over time are pivotal to optimizing marketing efforts moving forward."

"Sheltering" consumers are most concerned about Covid-19 and risk adverse.  Most have not been economically stressed by the pandemic though and can ride out the storm in relative comfort.  "Hard Hit" consumers, on the other hand, are feeling both the emotional and economic stress imposed by the shutdown with over 70% claiming loss of income due to the pandemic. The remaining three segments are pushing or yearning to resume life pre Covid-19 with different motivations and sentiments about a need for caution.

While businesses may wish to adhere to the guidance of government and industry leaders, it's critical to remember that consumers have their own unique and often differing opinions on how they expect brands to behave.   

Relevation Research helps clients achieve greater competitive advantage through a better understanding of the relationships between brands and their markets. For more information, visit www.RelevationResearch.com or call 312.231.7541.

SOURCE Relevation Research

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http://www.RelevationResearch.com

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