Week 4 of Consumer COVID Tracking Study Reveals Emotional Shifts
Boulder, CO, April 8, 2020 –While Americans are feeling stressed, vulnerable and a lack of control over their personal lives as a result of the Coronavirus, these negative emotions are countered by strong feelings of gratitude, connection and empathy. These are among the highlights of week-four of an ongoing weekly tracking study of Americans across the country conducted by the Sterling-Rice Group (SRG).
“Our study shows that Americans are meeting feelings of stress and vulnerability with a determination to manage the health and economic uncertainties that now characterize our lives,” explained Cindy Judge, CEO of SRG. “It is heartening to see that as a country in crisis, we are finding inspiration and determination by rediscovering core values of gratitude, connection with loved ones, solidarity with community, and focus on personal growth and expression,”
The fourth week of findings reveals a real sense of gratitude for those on the front lines with 92% of Americans saying they feel an appreciation for public service and 90% say they feel appreciation for service employees. 72% say they feel strong connection with family and friends and 70% are supporting their local community. They also are finding value in personal growth and creativity.
Consumer shopping behavior continues to show a rise in online ordering and delivery with 34% now shopping online for groceries and 21% having groceries delivered, both behaviors increasing 7 percentage points from the prior week. As in the past, grocery decisions are still dominated by a desire to sock-up on shelf-stable items.
The SRG Consumer Attitude and Behavior survey is being fielded on successive Wednesday mornings, with the first wave beginning March 11 among 200 Americans across the country. The sample is nationally representative of the US population – balanced to age, gender, ethnicity, income and region.
Headquartered in Boulder, Colorado, SRG is a nationally recognized brand consultancy and creative agency. The agency has expertise in consumer and B2B insights, brand strategy and positioning, new product innovation, advertising, culinary and design. SRG has been ranked on Outside Magazine’s Best Places to Work list for the past nine years and was also recognized by Ad Age as a 2016 and 2017 Best Place to Work.