It’s no surprise that during such an unprecedented crisis like the COVID-19 pandemic, American anxiety levels are at historic highs.

While many people are working to maintain an optimistic outlook, the convergence of multiple anxieties around health, government and the economy are creating a situation never seen before. Having multiple anxiety drivers make it especially difficult to predict people’s behavior based on lessons learned from past crises. No doubt, these are unique times.

Why track anxiety?

We’ve learned over the past two decades that consumer anxiety is inversely related to consumer confidence; as anxiety increases, consumer confidence decreases, and spending patterns change. And right now, anxiety is soaring.

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From March 20th – 23rd of 2020, Wunderman Thompson Data surveyed 500 American adults (aged 18+) about their anxieties, and their attitudes and behaviors regarding coronavirus. Here are a few highlights from the report:

YOUNG AMERICANS ARE MORE WORRIED ABOUT THE ECONOMY THAN GETTING SICK

While younger Americans (those 18-24 years) are significantly more anxious about coronavirus than their older cohorts, it’s not the disease that’s driving their anxiety (as some news reports have demonstrated), rather the potential impact they see on their economic future, job prospects, cost of living, cost of goods, etc.

AMERICANS DON'T EXPECT THE CRISIS TO BE OVER IN A MATTER OF WEEKS

On average, Americans are girding for another three-to-four months, putting the “end of the crisis” in the June/July time period. However, in terms of what the next six months will bring, Americans are feeling pretty pessimistic; the economy and stock market, politics, COVID-19, access to quality healthcare, and the government’s ability to manage this crisis are all expected to get worse before they get better.

Data

BRANDS HAVE A ROLE TO PLAY

Besides the federal and local governments, Americans understand that they themselves will play a large role in helping stop the spread of the virus. They also see a significant role for companies and brands to act. While many industries are facing their own business challenges, brands that show empathy and take action on behalf of the American people will do well in earning their goodwill and admiration.

The AnxietyIndex™ COVID-19 Report features insight on Americans’ anxieties and behaviors, how it correlates to consumer confidence, and gives recommendations for brands on how to navigate this new marketing landscape.

Download our report below to unlock the power of data for your business.

Wunderman Thompson AnxietyIndex™ COVID-19 Report

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