Protectors skewed towards Baby Boomers, Prevailers included Millennials and Gen X, and Pragmatists were more Gen Z and Millennials.
As challenges emerge from COVID-19, Deloitte’s recent research identified three clusters of American consumers, namely, Protectors (30%), Prevailers (40%), and Pragmatists (30%). Protectors are vigilant and anxious, Prevailers are confident and focused while Pragmatists are cautious and balanced.
However, distrust among consumers was revealed, as 60% of Americans don’t trust each other to social distance. Further, 70% want temperature checks for employees of businesses they engage with. Only 50% want the same for themselves.
69% respondents want brands to require that consumers wear masks. 65% want services like contactless delivery and curbside pick-up offered. When asked about virtual experiences, 56% wanted virtual experiences to feel more “human”, more for some experiences than others.
[3 minute read]