Due to the lack of hindsight, surveys were a helpless case. But institutes have worked hard to fill the gap and statistics are now flourishing to enlighten the current situation.
Carlin shares 5 surveys that tend to bring a new light over our quarantine behaviours.
1/ LACKLUSTER SALES
Considering the epic scenes they trigger every year, sales have always been an appointment not to miss. However, the epidemic and the global quarantine have questioned our lives and knock the old world down.
Originally scheduled in France from June the 24th to July the 21st, sales might be postponed. At least, that’s what 88% of the professionals want with 40% asking for a four-to-eight-week-delay according to WSN. (« Who’s Next ? »).
Same result in the US where the « l’Amazon Prime day », the July Black friday is going to be postponed according to the head of the firm.
CARLIN’S POINT OF VIEW: While nothing seems to be sure anymore, the fashion industry prays the consumption frustration due to the quarantine as a way to start over.
2/ A QUESTION OF TRUST
The epidemic has gone viral (that was an easy one) and every fields are now worrying. That’s particuliarly the case of mass consumption. In accordance with governement’s precautions, households have modified their habits to focus on basic needs goods. But these trouble time could induce long term changes.
According to an Obosco (l’Observatoire Société et Consommation) survey, 63% of consumers confessed losing trust in brands that 40% consider « opportunistic ».
Beside, another survey conducted by the Edelmanin barometer in 12 countries, including India, Japan and Brasil has stressed that 71% of consumers would definitively lose trust in a brand that would chose benefit through the crisis.
CARLIN’S POINT OF VIEW: The way brands are coping with the crisis is absolutely essential. Silence, opportunism or genuine involvement, it seems like consumers will remember.
3/ A BAD ADVERTISING
Particularly affected by the crisis, the medias are harshly dealing with it, being abandonned by fearful investors. Precious channels to keep the population informed, newspapers, tv channel and radio stations are losing all the money they should earn from advertising.
The loss is between 50% and 97% these last weeks, according to a Kantar survey. The bloodbath is quite the same in Canada, where Justin Trudeau’s government just announced a 30 millions dollar plan to keep the medias from drowning.
4/ AN ENDANGERED YOUTH
First victims of the current economic unrest, the young population is seeing its horizons slowly narrowing. According to a french survey conducted by Baromètre Heyme, 20 minutes and OpinionWay, 35% of the 18-30 think that the crisis is going to have negative consequences over their future revenues and 6% explain that they are already suffering from personal economic difficulties. Same result in Canada, where unemployement harshy stricks the 15-24 where it rose to 18% bondi from February to march 2020.
CARLIN’S POINT OF VIEW: While brands are still dreaming about seducing young consumers in need for identity, the crisis might make it tough. Despite the upcoming end of the crisis, the loss of purchasing power might put new difficulties in the way…
5/ PAINFUL JOB
It was the most important action during the quarantine : working from home has modified our relation to work. Endless online meetings on Zoom have significantly affected working schedules and have added stress. According to an Opinion Way survey about well-being at work, around 44% of French people would be in deep psychological distress with 18% accumulating depression symptoms.
A situation as worrying as in China, where the psychological resilience among young workers scored at its lowest with 28,75 on 40 according to a survey conducted by Dr. Zhang Xiaomeng from Cheung Kong Graduate School of Business.