{"id":429,"date":"2021-03-11T08:30:19","date_gmt":"2021-03-11T13:30:19","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/03\/11\/the-pandemic-one-year-later-5-takeaways-on-shifting-consumer-sentiments\/"},"modified":"2021-03-11T08:30:19","modified_gmt":"2021-03-11T13:30:19","slug":"the-pandemic-one-year-later-5-takeaways-on-shifting-consumer-sentiments","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-pandemic-one-year-later-5-takeaways-on-shifting-consumer-sentiments\/429\/","title":{"rendered":"The Pandemic, One Year Later: 5 Takeaways on Shifting Consumer Sentiments"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Ericka Podesta McCoy, CMO, <\/strong><a href=\"https:\/\/www.resonate.com\/\"><strong>Resonate<\/strong><\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A year ago, we were all frantically Googling \u201cwhat is COVID-19?\u201d and trying to figure out whether it would have an impact on our spring break plans. Now, one year later, more than 90 million doses of the coronavirus vaccine have been administered in the United States, and people are trying to figure when\u2014if ever\u2014life might start to look a little more normal.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The past 12 months have been a personal and professional rollercoaster for all Americans, and brands have been doing their best to ride the ups and downs with them. Throughout the course of the pandemic, Resonate has been continuously releasing its COVID-19 and recent events data to help brands make data-driven decisions by keeping pace with the wild swings in consumer sentiments across topics including shopping, finances, travel, vaccine readiness and others. How else can a brand survive and thrive during these turbulent times?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So how are consumers feeling now, a full year after the onset of the pandemic? Let\u2019s take a look at five core insights from <a href=\"https:\/\/insights.resonate.com\/consumer-sentiment-during-the-coronavirus-pandemic\">our latest wave of surveys<\/a>.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Growing vaccine acceptance <\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Early in the pandemic, there were a lot of questions as to how many Americans would raise their hands for a quick-to-market vaccine. Now that the vaccines are a reality, we\u2019re seeing notable spikes in consumers\u2019 stated likelihood to get a vaccine. As of our most recent survey, the number of consumers who are \u201ccompletely likely\u201d to get a vaccine is up 12 percent (representing 43 percent of American adults), and the percentage of those who are \u201cnot at all likely\u201d has declined 3 percent (representing 17 percent of American consumers). Likewise, Americans say they will line up for the vaccine sooner than previously thought, with 32 percent saying they\u2019ll want to take it within a week of availability (an 11 percent increase over the previous survey wave).<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<h3 class=\"wp-block-heading\"><strong>Skepticism about the &ldquo;return to normal&rdquo;<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">That said, despite vaccine rollout, the number of American consumers who now indicate they believe it could be more than a year before life goes back to normal increased by 5 percentage points from January to February, with nearly 39 percent now believing it could be a year or longer. At this point, nearly 11 percent believe life will never return to normal.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Loosening perception on restrictions<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">That said, despite growing pessimism around a return to \u201cnormal,\u201d this doesn\u2019t mean consumers think we\u2019re stuck at home forever. In February, the number of consumers who say they are under strict stay-at-home orders plummeted by 10 percentage points. Likewise, consumer perception of pandemic restrictions is loosening across the U.S., with 18.1 percent of Americans now reporting \u201cmany restrictions\u201d in their state\u2014a decline of 10 percent since the prior month.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Gradual financial improvement<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Likewise, many consumers report that their personal financial situations are improving, albeit gradually. Most recently, 19 percent of consumers said they are struggling to pay for necessities, a decline of 4.4 percent since the prior month. Meanwhile, 31.3 percent (+3.6) say they are living comfortably, and 22.4 percent (+3.9) are \u201cnot at all worried\u201d about their finances. We\u2019re also seeing slight increases in reported spending and a slight decline in the number of consumers who are budgeting and monitoring expenses.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Eagerness to return to stores and restaurants<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In general, we see that consumers right now are itching to shop in-store, with 49 percent (+4) stating in-store browsing and buying as their top shopping preference. Meanwhile, curbside pick-up and same-day delivery are losing their luster, with preferences for each declining 5 and 3.7 percent, respectively. At the same time, in-restaurant dining frequency has increased slightly.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That said, this willingness to engage in regular day-to-day excursions does not seem to be extending to leisure travel. In fact, 60 percent of consumers now believe \u201cnormal\u201d travel won\u2019t resume until September 2021 at the earliest, compared to only 43 percent last month.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At every turn in the pandemic, marketers have struggled to respond with the right messaging and strategy, caught off-guard by the dramatic shifts and lacking the data and insights required to root their decisions. How do you empathetically engage a consumer who, last month, may have been planning a summer vacation and now is wondering whether they\u2019ll spend another holiday season alone? The pandemic has accelerated a number of macro-trends, making it clear that access to the freshest, most relevant data has never been more critical. Marketers need to adjust their messaging\u2014not to mention their customer experiences and product development plans\u2014in real-time in order to form stronger, more meaningful, human connections with their customers.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>The past 12 months have been a personal and professional rollercoaster for all Americans, and brands have been doing their best to ride the ups and downs with them.<\/p>\n","protected":false},"author":7,"featured_media":430,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Pandemic, One Year Later: 5 Takeaways on Shifting Consumer Sentiments | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-pandemic-one-year-later-5-takeaways-on-shifting-consumer-sentiments\/429\/\" 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