American Consumers are Bored, Frustrated & Lonely — How Brands Can Help
Twenty-twenty has made a lot of American consumers miserable. Whether they’ve contracted the virus or not, the amount of time spent at home (working from home, virtual homeschooling, financial loss, etc.) and isolation from others is having a debilitating impact on many Americans. Everyone is more stressed and many are even experiencing mental disorders that psychologists are calling “COVID Fatigue,” thanks to COVID-19, as well as “Election Stress Disorder,” given all the election drama.
While better days are certainly on the horizon as a vaccine for COVID-19 is just around the corner, we’ve likely got several more months of pretty intense hardship. We recently surveyed our online panel of American consumers to ask how they are doing mentally and what they need to stay as sane as possible this winter.
Here’s what some of them shared with us.
“Getting outside does me a world of good. When I steal away to get a nice walk or jog in by myself, it helps me so much. I plan to get as much exercise outside to myself as possible - even when it’s freezing cold.”
“I don’t think of myself as fragile by any means (quite the opposite,) but we all need to get away from the negative news and focus on the positive. Those of us who are still breathing have a lot to be thankful for. I am literally counting my blessings, taking a bunch of supplements & vitamins, eating well, and exercising more.”
“This is the worst year ever! Just about everything has gone to crap. Lots of alcohol, Amazon purchases and loud music to drown my sorrows.”
“Even while keeping some distance, I have to get in some people time. I’ve been walking with some of my friends in the neighborhood - it helps tremendously to have someone to talk to (from outside your house) and feels good to exercise while doing it. I’ve also been buying quite a bit of athletic clothes and home gym equipment to motivate me.”
“I’m so over the coronavirus! I’m still being careful, but I’ve got to keep on living. I’m basically doing everything I normally would, but doing it outdoors and with a mask.”
“I’ve got a bunch of candles, reading & listening to more books, playing more music, getting outside when it’s sunny, doing exercise at home and doing video calls with friends and family.”
“I’m sick of everything - coronavirus, political drama, the election, people, everything! I’m investing my extra time in offline activities like being outside in nature as much as possible. I’ve bought binoculars and a telescope recently for my new hobby of stargazing.”
“Drugs; I’m sorry to say it, but I am coping with 2020 with sex, drugs and rock & roll. Marijuana has never been more useful as I need chilling out very badly.”
“Netflix and Disney Plus for us, especially now that it’s cold outside.”
How Brands Can Help Address Boredom, Frustration & Loneliness this Winter
Stop talking about COVID & politics - Stay in your lane! Unless your company is an authority on COVID or politics, stick to your day job. Consumers don’t need food companies to tell them how to think about pandemics or politics. Trust me, everyone knows all they can take about either topic, so unless you’re a real authority on either, let consumers hear it elsewhere, not from your company.
Stay positive - Remind your community that we can now see the light at the end of the tunnel. Their is good reason to be hopeful (the vaccine is coming soon.) We are Ameri-CANS; we will make it!
Offer up entertainment ideas using your products - Do share any and all ideas you have that can distract or entertain consumers in the home environment. Does your company make outdoor entertaining equipment, like fire places or grills? Show us your best and most creative ideas to entertain folks in their backyards this winter.
Encourage consumers to be outside, healthy & active - Show consumers how to incorporate your products into their daily lifestyles at home, but in an even more healthy and active way. We know one of the best investments we can all make right now is to get as healthy as possible. And even though it will be cold outside, getting sunshine and fresh air is very important. Do you make supplements? Use visual media to show consumers using your products while they are outside exercising or doing yoga in a sunny spot in the backyard this winter.
Work with Green Purse PR
As we continue to navigate through the various phases of the COVID-19 pandemic here in the USA, Green Purse PR is committed to helping our clients keep a constant pulse on the voice of the consumer.
Learn more about our PR services and consumer insights work by contacting us here →→→ www.greenpursepr.com/contact.
- Lisa Mabe, Founder & CEO, Green Purse PR
