Exploring the mood of the nation

New style TV ads are all over our screens with heart-warming lockdown stories. Everyone from Uber to Cadbury is capturing the mood of the lockdown nation, and tabloid and broadsheet newspapers have noticed the nation pulling together, joined in a common pursuit. Captain Tom is a poster boy and the Queens speech is back in vogue. The new normality seems to have changed the public persona for good. But, how are we really feeling?

Some fascinating research has been published over the last few weeks as consultancies, governments and media organisations try to understand the public psyche in the current health crisis. The insights are essential for anyone tasked with maintaining relationships with colleagues and clients – which is an especially important with social distancing rules in place.

In the UK, people worry more and are less optimistic. BSG (Boston Consulting Group) tracks consumer sentiment across the world. At the end of March 2020 4-in10 Brits said they worry more than the average person and just 56% said they were optimistic people – putting positive sentiment behind the French, Italians, Chinese, Americans and South Americans. And, Millennials and GenX (41-55) are significantly bigger worriers and less optimistic.

People are scared, but a little less so. YouGov tracks how we feel in the UK. Fear of catching COVID-19 peaked recently at 60% of women and 50% of men. That sentiment is starting to fall, although still above 50% across the country including 45% of 18-24 year olds.

We need to get out more. YouGov has found we are watching 10x more movies, 7x more catch-up TV and using Facebook 5x more. But, we are sociable people, BSG found that almost half of Brits want to be around people and spend time in groups – especially Millenials and GenZ (18-25).

Consumer confidence returns quickly. BSG tracks positive social sentiment, which has doubled in Italy in recent weeks – rising to over 40%. In China, GenX and Baby Boomers are planning to increase expenditure in most product categories over the next 6-months. And, European consumers intend to return to or exceed their pre-COVID-19 expenditure soon after the crisis is under control.

Now more than ever we need to keep the spirits of our people high. With boredom knocking at the door daily, it is time to appreciate colleagues and clients. For many people, little things mean a lot. A few kind words from a co-worker, a random act of kindness for an acquaintance and reasons to be positive about the future can make us feel more confident and positive.

More than anything, plans for tomorrow and things to look forward to have the biggest impact. Which is why Google Search volumes for flights at Christmas are 30% higher than usual and reports of football training resuming is spreading like wildfire.

The Inconnection Team is seeking-out all the upcoming opportunities to inspire and delight. Working closely with venues, airlines, hotel groups, hospitality providers and leisure facilities we are building a picture of the emerging ‘new normal’. Already, there is plenty to look-forward to, especially for those planning to make the most of the emerging ideas.

Feel free to give us a buzz, drop an email or post a comment if our insights can help you or your team.