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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