ST. LOUIS, July 22, 2020 /PRNewswire/
-- FleishmanHillard's TRUE Global Intelligence practice today
released the results of a new study, COVID-19 Mindset: The
Collision of Issues. The report analyzes the inflection points
taking place around the world as consumers' thoughts and approaches
to their health and finances shift, and expectations for their
government, community, employers and each other change.
"Our April 2020 study, COVID-19
Mindset: How Pandemic Times Are Shaping Global Consumers, suggested
that it's crucial in the eyes of the consumer for employers to take
good care of their employees," said Natasha
Kennedy, senior partner and global managing director of
FleishmanHillard's TRUE Global Intelligence practice. "The
Collision of Issues study goes one step further, examining consumer
perceptions not only of COVID-19, but a myriad of issues facing
consumers around the world today. We must understand what we expect
of institutions and of each other and how these issues are
reshaping our perceptions, behaviors and values to move forward.
There's a universal expectation right now that institutions will
commit themselves to doing the right thing."
The enduring presence of COVID-19 and its economic shocks, along
with systemic racism, social injustice and other issues have put
the world on edge; the study aims to unwrap the issues of today and
examine consumers' current views.
"The collision of issues has increased scrutiny of companies,
brands and leaders. Going forward it is absolutely vital for
organizations to not only commit to doing the right thing, and do
so with compassion and empathy, but to act on that commitment in
alignment with clearly defined values," said Peter Verrengia, senior partner and head of
FleishmanHillard's Recovery and Resurgence practice. "Consumers and
employees are surrounded by uncertainty and want to know that their
employer and the brands they love share their values."
With recent data from seven major countries, the study
shows:
The pandemic has continued much longer than many anticipated
and is leaving a significant impact on almost every area of our
lives. Trust is eroding in our sources of critical safety
information, and consumers are questioning everything.
- 71% are afraid that restrictions in their communities are being
lifted too quickly for economic reasons and there will be an
increase in the infection rate.
- People are questioning how we live safely with each other, with
82% saying the world now seems like a riskier place and 56% seeing
the people around them as more dangerous than before.
- Trust in the organizations responsible for providing critical
information on safety and testing has deteriorated over the course
of the pandemic. Consumers want to hear from public health
officials and scientists the most (51%) for this guidance, while
only 39% of consumers want to hear from the government,
pharmaceutical/healthcare companies (24%) and their employers
(15%).
There is no absolute fix or solution to feeling safe, and 80%
say the pandemic has changed their view of the world.
- The end of the pandemic is not clear-cut – only 60% say a
vaccine against the virus will mark the end of the COVID-19 threat;
42% won't feel safe until there are zero infections in their
community.
- While mask mandates are debated by national and local
governments, compliance varies – 41% will wear a mask to protect
themselves and others, 16% will only wear a mask if it is legally
required, and 3% won't wear a mask even if it's required.
- Accessibility to personal protection equipment would help some
feel safer, with 49% saying dispensers of free face masks and hand
sanitizers in public spaces and high-traffic locations should be
developed to safeguard public health in the future.
The pandemic has shifted consumers' outlook and how they
live. Half of consumers predict it will take anywhere from five
months to more than a year to return to normal.
- Consumers report that finances are tight, with 70% saying they
don't have enough money or have "just enough" to pay monthly
expenses now. Spending is being evaluated carefully; 64% say
they've stopped purchasing non-essential items.
- Even as we learn to live in our new reality, many are
predicting a decline in areas of their life over the next six
months – 34% believe their financial situation will get worse; 30%
believe the overall quality of life will go down; and 28% believe
their safety will decrease.
- Nearly half of consumers will postpone routine doctor visits or
elective procedures.
- Consumers will seek the outdoors locally but are split in terms
of who will be venturing into indoor public places in the next 12
months. 75% expect to go to public outdoor spaces like parks,
playgrounds and pools, while 55% expect to go into the office and
only 33% expect to go to school.
While COVID-19 is at the forefront of how people are living
their lives, the world is also addressing systemic racism.
Corporations need to take action on the issues, as employees and
customers expect organizations to be values-led.
- The issues most important to consumers are inter-connected by
systemic discrimination and inequities. Discrimination and
equality/racism is the top issue on consumers' lists, with 72%
rating it very important and 59% expecting companies to take a
stand on it. Other important issues include access to affordable,
quality healthcare (69%), public health risks (65%) and violence
against women (63%).
- 91% of consumers say it's important for companies to show that
they're committed to doing the right thing.
- Consumers expect CEOs to speak out and act on issues affecting
their customers, employees and the communities where they do
business. Top areas where they need to take a stand include health
and safety measures that the company is taking for their employees
and customers (51%); issues related to data privacy and security
(44%); and showing how the company's values support the values of
their communities, customers and employees (42%).
"Consumers are carefully watching how organizations respond to
today's issues," said Verrengia. "They expect organizations to do
everything they can to support their workforce, lend their strength
to their communities, and do what they can to contribute to a safer
world. The organizations that put people first will be recognized
by consumers as they seek to regain their own sense of
control."
FleishmanHillard's global Recovery and Resurgence practice is
using the findings from this latest study to help guide
organizations as they reimagine their workplaces and
operations.
TRUE Global Intelligence, the in-house research practice of
FleishmanHillard, fielded an online survey of adults 18 and older
in the following markets June 8 - 19,
2020: China (n=1,280);
Canada (n=1,240); Germany (n=1,242); Italy (n=1,275); South Korea (n=1,227); United Kingdom (n=1,277); and United States (n=1,276). Data have been
weighted by gender and age in all markets as well as region in
the United States, Canada and China. In the United
States, an oversample of n=200 African Americans, n= 200
Hispanic and n=100 LGB was added.
About FleishmanHillard
FleishmanHillard specializes in
public relations, reputation management, public affairs, brand
marketing, digital strategy, social engagement and content
strategy. FleishmanHillard was named 2019 PRWeek U.S. Outstanding
Large Agency; 2019 Holmes Report North America Large Agency of the
Year; ICCO Network of the Year – Americas 2017-2019; Agency of the
Year at the 2017 and 2018 North American Excellence Awards; 2018
Large Consultancy of the Year by PRWeek UK; PR News' Best Places to
Work in PR 2016-2018; Human Rights Campaign Best Places to Work for
LGBTQ Equality 2018-2020; PR Awards Asia 2017 Greater China Agency
of the Year; and NAFE's "Top Companies for Executive Women"
2010-2020. The firm's award-winning work is widely heralded,
including at the Cannes International Festival of Creativity.
FleishmanHillard is part of Omnicom Public Relations Group, and has
80 offices in more than 30 countries, plus affiliates in 50
countries.
About Omnicom Public Relations Group
Omnicom Public
Relations Group is a global collective of three of the top global
public relations agencies worldwide and specialist agencies in
areas including public affairs, marketing to women, global health
strategy and corporate social responsibility. It encompasses more
than 6,300 public relations professionals in more than 370 offices
worldwide who provide their expertise to companies, government
agencies, NGOs and nonprofits across a wide range of industries.
Omnicom Public Relations Group delivers for clients through a
relentless focus on talent, continuous pursuit of innovation and a
culture steeped in collaboration. Omnicom Public Relations Group is
part of the DAS Group of Companies, a division of Omnicom Group
Inc. (NYSE: OMC) that includes more than 200 companies in a wide
range of marketing disciplines including advertising, public
relations, healthcare, customer relationship management, events,
promotional marketing, branding and research.
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