Over half of millennials and Gen Z are paying attention to what brands are doing amid the pandemic
This article cites a Dentsu Aegis report which looked at diverse consumer reactions across generations in stages amid the pandemic. At the onset, 60% of people were extremely concerned about the pandemic, which later dropped to 30% in the second wave of responses.
However, more Gen Z and millennials were worried about life events getting cancelled, and their mental health. Baby Boomers were concerned about being infected by the virus and the impact of it on the economy.
As the responses progressed from “initial shock” to “coming to grips”, Gen Z expressed interest in getting involved in the crisis, and wanted brands to guide them. Overall, consumers generally wanted less distraction and support, and more actions from brands.
[3 minute read]