How Gen Z is Reacting to COVID-19 & 22 Ways Brands Can Take Action Right Now
Fuse surveyed 1,000 members of the older Gen Z cohort to identify how they are reacting to the COVID-19 pandemic. With everyone’s health and safety the top priority, we first wanted to gauge how Gen Z is feeling – physically, mentally, and emotionally. We also sought information about how their daily habits have changed, including their behavior as consumers. And with that survey data, as well as conversations with our clients, we’ve built a list of ways brands can take action today – to engage consumers right now or to plan for a big post-pandemic marketing push.
Mental Health
More than two-thirds of young adults surveyed felt that the pandemic has increased their anxiety and/or depression due to the “unknown,” social distancing, and self-isolation.
26% Have felt increased anxiety due to the unknown
26% Have experienced both increased anxiety and depression
15% Have increased depression due to social distancing and self-isolation
Daily Habits That Have Increased
Most young adults have increased their consumption of social media. Other habits that have also seen significant increases during this pandemic include getting in touch with friends and loved ones, streaming video content, and cooking.
80% Have increased their social media use
55% Have been more frequently getting in touch with friends and family
40% Have been cooking more
31% Have been working out more frequently
28% Are shopping/buying online more
26% Have started a new hobby
Brands’ Pandemic Response
Gen Z has a positive outlook about companies that are adapting to the current reality.
68% Like that companies are supporting public health efforts
39% Approve of companies being transparent about their business affairs
31% Enjoy that companies are continuing to push out “normal” content (unrelated to the pandemic)
22 Ways Brands Can Take Action Right Now to Engage Consumers or Plan for a Big Post-Pandemic Push
One notable thing that is clear from our survey is that consumers are eager to return to social situations. Here is a list of things a brand can do today to engage their customers or prepare for the return to normal.
Order promo items to get ahead of the supplier bottleneck that will come post-pandemic
Update and implement new social media strategies – organic and paid
Build a social media campaign to drive fans back in-store as soon as possible
Refresh social media or other assets with a new style guide
Design or refresh brand identity system and create a brand guidelines document
Develop campaign concepts that can lay the groundwork for the future
Execute naming of brands, products, etc.
Build a bank of creative assets (evergreen or for an upcoming campaign)
Plan a re-opening in-store event
Create digitally led brand ambassador activations
Execute an insights program to learn more than ever about your target market
Build a campus strategy and recruit campus brand ambassadors for Back-to-School Fall ‘20
Build the next POS for retail activations
Execute an opt-in sampling program (sign up online and receive samples)
Develop new consumer engagement ideas that incorporate social distancing
Identify new opportunities with digital partners never previously considered
Develop a social media strategy using archival content
Consider partnerships with “at home” fitness companies
Develop fun and creative social media content that features the brand, while integrating math, science, or other “home school” lessons for kids and parents
Promote the ways the brand is “pitching in” during COVID-19
Execute an alternative product sampling program by way of direct mail, sampling through Amazon, and using influencers
Develop unexpected “how to” content
Stay Safe, Stay Healthy
Like many of you, we remain optimistic that this too shall pass. We will return to normal – maybe a new normal, but a normal nonetheless. Until then, stay safe, stay healthy, and let’s help each other.
Please contact us for more information about this survey or about how your brand can reach teens and young adults – pandemic or not.