COVID19 2020 Study 1 Copy

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

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

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

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%

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

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

A family member contracting COVID-19

13%

Racial injustice

13%

The rise in COVID-19 cases across the country

20%

Job security

Other

The economy

States shutting down businesses and stay-at home orders coming back

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

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

Organizing home

Exercising at home

Tackling to-do lists

Deep cleaning/disinfecting

Online shopping

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

Organizing home

Exercising at home

Tackling to-do lists

Deep cleaning/disinfecting

Online shopping

Managing stress through mindful practices

Organizing home

Wellness+Beauty Routines

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

Information

Information (cleaning tips, DIY, workouts, recipes, etc)

Connection with others

Staying current on news/current events

Other

Wellness + Beauty routines

DIY

Preserving mental health

Boosting immunity

COVID-19 related coverage

Optimizing sleep

Gut health

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

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

Basement

Kids' Spaces

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

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

10%

20%

30%

40%

50%

60%

70%

80%

The Citizenry

Serena and Lily

Brooklinen

Parachute

Urban Outfitters

Le Creuset

12%

Anthropologie

Pottery Barn

18%

15%

West Elm

Overstock

22%

19%

World Market

27%

Wayfair

Walmart

40%

39%

IKEA

Etsy

41%

Home Depot

Lowe's

53%

50%

Amazon

Target

83%

64%

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)

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)

Other retailers consumers plan to shop at this year: