ST. LOUIS, July 22, 2020 /PRNewswire/ -- FleishmanHillard'sTRUE Global Intelligence practice today released the results of a new study, COVID-19 Mindset: The Collision of Issues. The report analyzes the inflection points taking place around the world as consumers' thoughts and approaches to their health and finances shift, and expectations for their government, community, employers and each other change.
"Our April 2020 study, COVID-19 Mindset: How Pandemic Times Are Shaping Global Consumers, suggested that it's crucial in the eyes of the consumer for employers to take good care of their employees," said Natasha Kennedy, senior partner and global managing director of FleishmanHillard's TRUE Global Intelligence practice. "The Collision of Issues study goes one step further, examining consumer perceptions not only of COVID-19, but a myriad of issues facing consumers around the world today. We must understand what we expect of institutions and of each other and how these issues are reshaping our perceptions, behaviors and values to move forward. There's a universal expectation right now that institutions will commit themselves to doing the right thing."
The enduring presence of COVID-19 and its economic shocks, along with systemic racism, social injustice and other issues have put the world on edge; the study aims to unwrap the issues of today and examine consumers' current views.
"The collision of issues has increased scrutiny of companies, brands and leaders. Going forward it is absolutely vital for organizations to not only commit to doing the right thing, and do so with compassion and empathy, but to act on that commitment in alignment with clearly defined values," said Peter Verrengia, senior partner and head of FleishmanHillard's Recovery and Resurgence practice. "Consumers and employees are surrounded by uncertainty and want to know that their employer and the brands they love share their values."
With recent data from seven major countries, the study shows:
The pandemic has continued much longer than many anticipated and is leaving a significant impact on almost every area of our lives. Trust is eroding in our sources of critical safety information, and consumers are questioning everything.
There is no absolute fix or solution to feeling safe, and 80% say the pandemic has changed their view of the world.
The pandemic has shifted consumers' outlook and how they live. Half of consumers predict it will take anywhere from five months to more than a year to return to normal.
While COVID-19 is at the forefront of how people are living their lives, the world is also addressing systemic racism. Corporations need to take action on the issues, as employees and customers expect organizations to be values-led.
"Consumers are carefully watching how organizations respond to today's issues," said Verrengia. "They expect organizations to do everything they can to support their workforce, lend their strength to their communities, and do what they can to contribute to a safer world. The organizations that put people first will be recognized by consumers as they seek to regain their own sense of control."
FleishmanHillard's global Recovery and Resurgence practice is using the findings from this latest study to help guide organizations as they reimagine their workplaces and operations.
TRUE Global Intelligence, the in-house research practice of FleishmanHillard, fielded an online survey of adults 18 and older in the following markets June 8 - 19, 2020: China (n=1,280); Canada (n=1,240); Germany (n=1,242); Italy (n=1,275); South Korea (n=1,227); United Kingdom (n=1,277); and United States (n=1,276). Data have been weighted by gender and age in all markets as well as region in the United States, Canada and China. In the United States, an oversample of n=200 African Americans, n= 200 Hispanic and n=100 LGB was added.
About FleishmanHillardFleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy. FleishmanHillard was named 2019 PRWeek U.S. Outstanding Large Agency; 2019 Holmes Report North America Large Agency of the Year; ICCO Network of the Year – Americas 2017-2019; Agency of the Year at the 2017 and 2018 North American Excellence Awards; 2018 Large Consultancy of the Year by PRWeek UK; PR News' Best Places to Work in PR 2016-2018; Human Rights Campaign Best Places to Work for LGBTQ Equality 2018-2020; PR Awards Asia 2017 Greater China Agency of the Year; and NAFE's "Top Companies for Executive Women" 2010-2020. The firm's award-winning work is widely heralded, including at the Cannes International Festival of Creativity. FleishmanHillard is part of Omnicom Public Relations Group, and has 80 offices in more than 30 countries, plus affiliates in 50 countries.
About Omnicom Public Relations GroupOmnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, global health strategy and corporate social responsibility. It encompasses more than 6,300 public relations professionals in more than 370 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group delivers for clients through a relentless focus on talent, continuous pursuit of innovation and a culture steeped in collaboration. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.
SOURCE FleishmanHillard Inc.