OUR GOALS
STUDY METHODOLOGY
New Jersey recycles batteries, New York does not (WTF NY?). Julia frequents New Jersey and loves to recycle.
Give your dead ass batteries to Julia so she can fulfill her environmentalist life.
I know what you're thinking
what the f do i do with all these batteries?!
Contamination is a direct result of: 1) millions of inconsistent and confusing labels on recycling bins throughout society, 2) confusion about what is actually recyclable at a given bin, and 3) the lack of national messaging about the importance of recycling right.
Everyday, the public throws millions of tons of garbage into recycling bins. That 'garbage' contaminates the good recyclables, hence the term contamination.
the collapse of recycling is primarily due to high contamination levels in the recycling stream. Contamination cripples the economics of recycling.
The largest recycling hauler in the U.S. has recently closed 25% of their recycling plants.
The process to remove contamination reduces profitability, driving up the cost of recyclables, thereby preventing many manufacturers from reusing recycled materials. As a result, they continue to deplete finite natural resources at alarming levels.
Pandemic + Protests
Summer 2020 Consumer Study:
Understand what behaviors have changed or maintained since the height of stay-at-home orders
Understand how people are feeling right now about their lives, families, jobs, and the world around them
We asked the same questions to respondents across all platforms
Understand how people are engaging with Black Lives Matter movement and what they want to see from brands when it comes to fighting systemic racism
We asked relevant subject matter questions specific to each digital property
1
2
20,124
Total Respondents:
Study Timing: July 7 - July 11
Well+Good // Livestrong.com // Hunker // Society6
Online study across Leaf Group’s largest digital properties, representing over 50MM monthly uniques
Age Groups
Online Shopping
Online Shopping
Online Shopping
Online Shopping
Online Shopping
Online Shopping
Online Shopping
Online Shopping
Online Shopping
Online Shopping
0%
10%
20%
30%
40%
50%
60%
70%
80%
What activities have you been participating in regularly over the past 2 weeks?
What best describes how your current behaviors have changed since April?
After three months, we’ve embraced a new way of life and made some permanent changes.
In addition to COVID-19 news, most people have sought out information to understand the systemic racism that is fueling the Black Lives Matter protests.
sought out information to learn more about systemic racism
62%
liked and/or commented on someone else’s social media post about BLM
58%
Preserving our mental health continues to be a top priority.
of people say they are regularly tackling their “to-do list” while in self-isolation
59%
are regularly deep-cleaning and disinfecting their homes while in self-isolation
62%
In a time of crisis and long-term ambiguity, people want to feel like they have some sense of control.
Despite news reports that Americans are clamoring to get out of the house, we see most people hunkering down and making the most of their homes.
Cooking at home
At-home workouts
At-home beauty/self-care
Taking virtual classes
Virtual meetups with friends and family
0%
10%
20%
30%
40%
50%
60%
70%
What activities will you continue to do at home even as businesses reopen and stay-at-home orders come to an end?
(Select all that apply)
89%
75%
66%
43%
40%
Spending on home goods will stay steady and continue to increase.
45-54
14%
14%
20%
20%
32%
55+
25-34
35-44
18-24
Most of that spending will be for décor and DIY materials whereas outdoor furniture was a much higher priority in April.
Consumers are sensitive to performative allyship and want brands to use their money and their resources to fight systemic racism.
Commit to more diversity in their marketing materials and inclusivity in their products
0%
10%
20%
30%
40%
50%
60%
70%
80%
Please indicate how you work like to see companies respond to the Black Lives Matter movement.
(Select all that apply)
84%
69%
51%
41%
40%
29%
25%
“I prefer support to be shown through actions rather than words. Don’t post on social media about how much you support black lives matter. It should be sewn into the fabric of your business.”
Which spaces in your home are you planning to shop for this year? (Select all that apply)
Interested in hearing more? Email us at advertising@leafgroup.com
vs. 20,736 respondents for the Spring Study
What has changed since April?
People are deep cleaning and disinfecting less frequently
decreasing by 21%
increasing 39%
We are prioritizing wellness and beauty routines more
78% vs. 54%
Consumers are shopping more even with economic volatility
What activities have you been participating in regularly over the past 2 weeks?
The outcome of the Presidential election
19%
Contracting
COVID-19
7%
A family member contracting COVID-19
13%
Racial injustice
13%
The rise in COVID-19 cases across the country
20%
Job security
5%
Other
7%
The economy
7%
States shutting down businesses and stay-at home orders coming back
7%
Which of the following are you most concerned with right now? (Select the best option)
We’ve gone from “Me” to “We” since April.
feel most concerned with the rise in COVID-19 cases across the country
20%
Sought out information to learn more about systemic racism
Liked and/or commented on someone else's social media post about BLM
Supported companies who have made public commitments to fight systemic racism
Purchased products from
a Black-owned business
Donated money to a nonprofit
Participated in a protest
None of the above
0%
10%
20%
30%
40%
50%
60%
70%
Which of the following have you done to support the Black Lives Matter movement? (Select all that apply)
62%
58%
47%
43%
39%
17%
15%
Posted on personal social media account
Participated in a conversation about diversity, equity and inclusion in your workplace
47%
37%
Which health-related topics are currently top of mind?
(Select all that apply)
80%
90%
While people may not be concerned about contracting COVID-19 themselves, they aren’t eager to venture out into the world.
will continue to cook at home
89%
will continue to participate in at-home workouts
75%
say having access to a gym is not helpful for their workouts
48%
Of the people who reported having a
gym membership before the pandemic:
The pandemic has forced us to take ownership and control of our health & wellness—and it may be a long-lasting change.
Cooking /Baking
Cooking /Baking
Organizing home
Organizing home
Exercising at home
Exercising at home
Tackling to-do lists
Tackling to-do lists
Deep cleaning/disinfecting
Deep cleaning/disinfecting
Online shopping
Online shopping
Managing stress through
mindful practices
Managing stress through
mindful practices
What has changed since April?
decreasing by 21%
People are deep cleaning and disinfecting less frequently
increasing 39%
We are prioritizing wellness and beauty routines more
74% vs. 54%
Consumers are shopping more even with economic volatility
What activities have you been participating in regularly over the past 2 weeks?
Cooking /Baking
Cooking /Baking
Organizing home
Exercising at home
Exercising at home
Tackling to-do lists
Tackling to-do lists
Deep cleaning/disinfecting
Deep cleaning/disinfecting
Online shopping
Online shopping
Managing stress through
mindful practices
Managing stress through
mindful practices
Organizing home
Wellness+Beauty Routines
Wellness+Beauty Routines
DIY
DIY
In April, we sought content to distract us and entertain us. Now, we are checking the news more and seeking help.
When online over the past 2 weeks, what is the main purpose of the content you’re regularly consuming? (Select the best option)
Entertainment/distraction from current events
Entertainment/distraction from current events
Information
Information (cleaning tips, DIY, workouts, recipes, etc)
Connection with others
Connection with others
Staying current on news/current events
Staying current on news/current events
Other
Other
Wellness + Beauty routines
Wellness + Beauty routines
DIY
DIY
Preserving mental health
Preserving mental health
Boosting immunity
Boosting immunity
COVID-19 related coverage
COVID-19 related coverage
Optimizing sleep
Optimizing sleep
Gut health
Gut health
General Hygiene
General Hygiene
Hosting/attending a small gathering at a residence
Going on a road trip
Home renovations
Going out of state
Attending a family holiday
Getting on an airplane
0%
10%
20%
30%
40%
38%
Eating out at a restaurant
36%
35%
34%
28%
24%
15%
What do you plan on doing during the remainder of 2020? (Select all that apply)
Hosting/attending a backyard BBQ
28%
of respondents say they are most concerned with “States shutting down businesses and reissuing stay-at-home orders”*
Only 7%
Has your 2020 budget for home improvements (renovations, décor, furniture, etc.) changed since the start of the year?
No, I plan to spend the same in 2020.
Yes, I now plan to spend less in 2020.
Yes, I now plan to spend more in 2020.
39%
33%
28%
What types of products for your home are you planning to shop for this year? (Select all that apply)
Décor
DIY materials
Indoor furniture
Outdoor furniture
Appliances
23%
48%
26%
39%
43%
“Be honest in their shortcomings and be humble and open to learning honestly.”
Support Black-owned businesses
Use their platforms to share a spotlight on Black leaders, changemakers, and artists
Hire more Black employees
Donate money to an organization fighting systemic racism
Show their support through social media posts
Other
43%
Bedrooms
43%
Living Room
43%
Bedrooms
43%
Living Room
38%
Backyard
38%
Kitchen
32%
Bathrooms
14%
Dining Room
8%
Basement
Kids' Spaces
8%
Brands will have to compete harder this holiday season as nearly half of all people will spend less on gifts.
No, I plan to spend the same on gifts in 2020
7%
45%
48%
Yes, I now plan to spend less on gifts in 2020
Has your 2020 gifting budget changed since the start of this year?
While most people shop at major retailers, we also see a strong affinity for supporting local businesses.
Lulu and Georgia
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
The Citizenry
Serena and Lily
3%
Brooklinen
Parachute
6%
5%
Urban Outfitters
Le Creuset
12%
7%
Anthropologie
Pottery Barn
18%
15%
West Elm
Overstock
22%
19%
World Market
27%
Wayfair
Walmart
40%
39%
IKEA
Etsy
41%
41%
Home Depot
Lowe's
53%
50%
Amazon
Target
83%
64%
3%
3%
2%
Which retailers do you plan to shop this year?
Despite the economic uncertainty, people are spending more
This is the time to double down on marketing and really focus on LTV
From Me to We
Your brand must be seen as helping to fight this pandemic (e.g. mandating masks) and supporting those who are on the frontline
We are getting comfortable with a home-centric existence, and many are leaning into it
Find the moments in the home that you can own as a brand. The home is the first, second, and third place for now.
Control, control, control
Empower consumers with the tools and the information to take more control but still maintain a connection to each other (DIY vs. DIT)
We are taking ownership of our health, wellness, and mental wellbeing
Communicate how you are helping people pursue their own fitness, beauty, self-care, and wellness goals
Most people support fighting systemic racism and want brands to be a part of that fight
Do something meaningful now but make public commitments to make improvements for years to come externally and internally (Model: the green movement)
INSIGHT
RECOMMENDATION
Well+Good audience only; Leaf Group Summer Consumer Study, July 7-11 (n=1,843)
Well+Good audience only; Leaf Group Summer Consumer Study, July 7-11 (n=1,843)
Livestrong audience only; Leaf Group Summer Consumer Study, July 7-11 (n=3,761)
Hunker audience only; Leaf Group Summer Consumer Study, July 7-11 (n=1,234)
Hunker audience only; Leaf Group Summer Consumer Study, July 7-11 (n=1,234)
Hunker audience only; Leaf Group Summer Consumer Study, July 7-11 (n=1,234)
Hunker audience only; Leaf Group Summer Consumer Study, July 7-11 (n=1,234)
Other retailers consumers plan to shop at this year: