investing in the art & science of creativity MAY 13 | 2020 1
2 WAYS TO GET THROUGH THE CRISIS
2 GENERATIONS FACING THE CRISIS
3 KINDS OF BUSINESSES DEALING WITH THE CRISIS
2 EMOTIONS OF THE CRISIS
AMERICAN FEAR REMAINS EVER-PRESENT EVEN AS STATES BEGIN TO REOPEN Which of the following is true for you? “I fear I could die as a result of contracting coronavirus” 69% now think national fear is sensible compared to 74% of 50+ Americans 56% 54% thought national 51% 51% 50% fear was irrational 47% 44% 43% 35% 52% 50+ 27% Cases: 3,600 Cases: 43,781 Cases: 123,578 Cases: 336,673 Cases: 640,291 Cases: 827,038 Cases: 1,000,000+ Cases: 1,200,000+ Cases: 1,350,000+ Deaths: 0 Deaths: 550 Deaths: 3,000 Deaths: 16,700+ Deaths:31,000+ Deaths:45,000+ Deaths: 60,000+ Deaths: 70,000+ Deaths: 80,000+ Numbers Reported on First Day of Tracking Wave 2 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 (3/14 - 3/15) (3/21 – 3/23) (3/28 – 3/30) (4/3 – 4/5) (4/11 - 4/13) (4/18-4/20) (4/25 - 4/27) (5/1 - 5/3) (5/8 - 5/10) Source: Harris Poll COVID19 Tracker Wave 2-10 BASE: GENERAL PUBLIC W2 (2050); W3 2019); W4 (2023) W5 (2016); W6 (1993); W7 (2013); W8 (2029); W9 (2050); W10 (2039); W11 (2030) Q18 Which of the following is true for you? I fear I could die as a result of contracting coronavirus/ I do not fear that I could die as a result of contracting coronavirus
BUT FEAR COMES IN WAVES: FIRST HEALTH. THEN JOBS. & NOW, LEAVING THE HOUSE Trended Fear Curves During COVID19 Fear leaving home for essential errands 50+ 80% 82% 88% 78% Fear ventilator shortage 84% 77% 75% 75% Fear global recession 74% 73% 76% 73% 73% Fear returning to Amount who are not leaving their 73% 71% public activity home because of COVID19 41% 56% 54% 52% Fear losing their job 50% 27% Fear of dying Wave 2 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 Wave 3 Wave 4 Wave 5 Wave 6 (3/14 - 3/15) (4/11 - 4/13) (4/18-4/20) (4/25-4/27) (5/1 - 5/3) (5/8 - 5/10) (3/17 – 3/18) (3/21 – 3/23) (3/28 – 3/30) (4/3 – 4/5)
AND OVER A THIRD EXPECT LOWER INCOME IN 2020 AND SEEKING NEW SOURCES Do you think your income in 2020 will be lower, higher or about the same as it was in 2019? 34% have sought out new/additional sources of income Gen Z/Mill 48% 19% Gen X 41% 36% Boomer 23% Seniors 16% Rural 30% 45% Suburban 31% Urban 40% Lower About the same Higher Source: Harris Poll COVID19 Tracker Wave 2-9 BASE: GENERAL PUBLIC W7 (2013); W8 (2029); W9 (2050) *Statistically Significant Difference Q9 Do you think your income in 2020 will be lower, higher or about the same as it was in 2019?
WE ARE EXPERIENCING A MIX OF EMOTIONS UNDER QUARANTINE Have you felt any of the following since the stay-home orders have gone into effect? Appreciative 70% Compassionate 68% 50+ 18-34 Cabin fever 53% Angry 49% 74% 72% Lonely 46% 63% 63% 54% Grateful 46% 45% Fear 37% 39% Claustrophobic 34% 21% Overwhelmed 33% Annoyed 32% Appreciative Compassionate Lonely Claustrophobic Source: Harris Poll COVID19 Tracker Wave 11 BASE: GENERAL PUBLIC W11 (2030) FR01_1 Have you felt any of the following since the stay-home orders have gone into effect?
AMERICANS ARE TUNING IN, PARENTS ARE TUNING OUT As a parent, have you experienced any of the following since the stay-home orders have gone into effect? % Yes Giving in to more screen time (e.g., movies, YouTube, Netflix) to 52% preoccupy kids Relying on more treats/snacks to keep my kids happy 41% Kids making cameos on video or conference calls 36% Frustration with online schooling systems 32% Buying more toys, books or games to preoccupy kids 32% 'Mommy/Daddy' time out- walking away from kids to get a break 31% Source: Harris Poll COVID19 Tracker Wave 2-8 BASE: PARENT W7 (1099) ; W8 (1131) FR04 As a parent, have you experienced any of the following since the stay-home orders have gone into effect? % Yes BASE: GENERAL PUBLIC W5 (2016); W8 (2029) MED01 Have you increased or decreased your time spent on the following since the COVID19 outbreak, or has it not changed?
NEARLY HALF OF US ARE SKIPPING DAILY SHOWERS & WORKING IN PJ’S While working from home, are you more likely to... Skip a couple of days of showering Take a shower daily 48% 52% Roll out of bed and start working Maintain your morning routine 51% 49% Wear PJs/Sweatpants Get properly dressed 51% 49% 51% say they are ACTUALLY WORKING MORE NOW that they are home than they were in the office Source: Harris Poll COVID19 Tracker Wave 2-8 BASE: Working From Home Since The Coronavirus Pandemic (724) FR02_1 While working from home, are you more likely to...
THE SHELTER IN PLACE DIET EQUAL PARTS HEALTH & INDULGENCE Since the coronavirus outbreak are you consuming more or less of the following? 67% Home cooked meals 93% 42% Snack foods (chips, nuts, granola bars) 69% 41% Fresh food (vegetables, fruit) 96% 34% Coffee and tea 88% 30% Ready to eat meals (e.g., frozen pizzas) 78% 29% Candy and chocolate 66% 27% Orange juice 91% 25% Alcohol (beer, wine, spirits) 70% 24% Soft drinks 75% 18% Fast food 70% 12% Meat alternatives (e.g., tofu, seitan, tempeh) 90% Already Consuming More Plan to Main intain in o or I Increase se Source: Harris Poll COVID19 Tracker Wave 2-10 BASE: GENERAL PUBLIC W10 (2039) BHV15 Since the coronavirus outbreak are you consuming more or less of the following?
CONSUMER CONFIDENCE CORRELATES WITH DISTANCE & FAMILIARITY Once the government provides information that the spread of the virus is flattening how long will it take you to do each of the following? 50+: Immediately/1-30 Days 52% go to the office (SIX MONTHS TO NORMALCY ON AVG.) 29% go out to dinner 78% 77% 22% go to a gym class 65% 65% 61% 59% 59% 57% 54% 54% 52% 51% 50% 46% 46% 41% 39% 37% 37% 36% 34% 34% 33% 32% 30% 30% 28% 27% 24% 23% 23% 23% 22% 21% 21% 21% 21% 21% 19% 19% 19% 19% 18% 16% 15% 13% 11% 9% Go to the office Go out to dinner Go to a gym class Take public Host/attend a Go to the movies Greet people with Go to a sporting Visit a casino Stay in a hotel Fly on a plane Take a cruise transportation large social a handshake event (e.g., subway, gathering busses, trains) Immediately/1-30 days up to 3 months up to 6 months 1 year or longer Source: Harris Poll COVID19 Tracker Wave 11 BASE: GENERAL PUBLIC & APPLICABLE RESPONSE W11 (VARIES) Q33B Once the government provides information that the spread of the virus is flattening how long will it take you to do each of the following?
HOWEVER, AMERICANS WANT THEIR LIFE BACK How much would you say you miss each of the following during this time of virus-related shutdowns? % A lot/Somewhat 77% Gatherings with friends and family 82% 72% Dining out at a restaurant/bar 74% 70% Shopping in stores 69% 63% Going to a social gathering 59% 50% Attending concerts, theatre and sporting events 41% 48% Going to church 49% General Public 48% Going to a movie theatre 36% 50+ 48% Going to my local coffee shop 39% 46% Watching sports on TV 43% 40% Going to the gym/work out class 28% 39% Traveling on an airplane 30% 33% Working from the office 17% 30% Going to school or university 11% Source: Harris Poll COVID19 Tracker Wave 11 BASE: GENERAL PUBLIC W11 (2030); 50+ (883) FR05 How much would you say you miss each of the following during this time of virus-related shutdowns?
THERE HAS BEEN A RESURGENCE IN POSITIVE INDUSTRY IMPRESSIONS SINCE COVID19 AMONG 50 + AMERICANS How has your view of each of the following industries changed since the start of the coronavirus pandemic? (Among 50+) 6% Healthcare… 61% 8% Retail - grocery 43% 8% Small Businesses 38% 11% Pharmaceutical/drugs 35% 5% Technology 31% More Negative 14% Restaurants More Positive 30% 9% Telecommunications 23% 36% Media 17% 8% Automotive 17% 9% Retail - apparel 15% 15% Financial services 15% 28% Airlines 14% 32% Travel and hospitality (hotels,… 13% 10% Real estate 12% Source: Harris Poll COVID19 Tracker Wave 11 BASE: GENERAL PUBLIC W11 (2030) ; 50+ (883) Q38 How has your view of each of the following industries changed since the start of the coronavirus pandemic?
AND THERE IS A RENEWAL OF TRUST IN INSTITUTIONS AMID THE PANDEMIC AMONG 50+ AMERICANS How trustworthy do you think each of the following sources are to provide accurate information regarding the coronavirus outbreak? Summary of Very + Somewhat trustworthy Doctors and nurses 93% Scientists 85% Local county agencies/health departments 82% Medical journals 81% CDC 78% Friends and family 78% My local government 72% My governor 69% Local media 62% Government PSA's/website 61% International health organizations (e.g., WHO) 60% 50+ National media 51% The White House/President 47% Source: Harris Poll COVID19 Tracker Wave 11 BASE: 50+ (883) Q24. How trustworthy do you think each of the following sources are to provide accurate information regarding the coronavirus outbreak?
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