Coping in the time of Covid-19

As the world comes to grips with the novel coronavirus pandemic, new research identifies what Americans truly need, feel and fear as the global health crisis rages on.

By WP BrandStudio

April 8, 2020

It’s hard to have a conversation with anyone today without referencing what’s arguably on everyone’s minds right now: the novel coronavirus pandemic. In one week alone—from March 27 to April 2—there were more than 101 million mentions of covid-19, the respiratory disease caused by the new virus, on social platforms, according to a new study by the nonprofit Ad Council. And as Americans’ routines continue to experience disruption by this new normal of stay-at-home orders and social-distancing measures—both highly critical in the race to flatten the virus’s curve—it’s no shock that conversations around the crisis are evolving too, especially around the unique social, economic and mental challenges they’re facing.

Are the resources being offered and the reassurances being made truly meeting the dynamic needs of real, everyday Americans?

March has turned into April, and those initial weeks of uncertainty have now turned into another month of wading through the unknown. The most recent data from the U.S. Department of Labor, which includes claims filed through March 28, revealed that more than 10 million Americans lost their jobs and applied for government aid last month. The actual number of newly unemployed Americans is likely even higher, many economists estimate. As such, a record number of people are struggling with their bills, rent and mortgage payments and to put food on the table for their families. Not only that, nearly half of adults in the United States say that the pandemic has had an effect on their mental health.

In an effort to address the public’s worries, national and local leaders and public health experts have been appearing on news programs and holding press conferences on the daily. But are the resources being offered and the reassurances being made truly meeting the dynamic needs of real, everyday Americans? That’s what the ongoing research study by the Ad Council seeks to discover as it explores the ever-changing social media conversations, questions and fears brought forth by the coronavirus pandemic.

Key insights

As part of the initiative, the Ad Council, with the pro bono help of C+R Research, plans to release report briefs that highlight the top conversations and findings as they evolve over the next few weeks. Week one’s report—which surveyed a group of 1,000 people of varying ages and backgrounds and took place between April 3 to April 5—has already uncovered some notable observations about the issues weighing on Americans. For example, at the time of the first survey, three in four Americans still did not know anyone who has or had been infected (including themselves) with covid-19, despite the rapid spread of the virus across the U.S.

Another key finding revealed that the vast majority of Americans (79 percent) say they’ve already been financially impacted “at least a little” by the current public health emergency, and nearly one in four report a “very large financial impact.” Meanwhile, people of color report a greater financial impact than those who identify as white or Caucasian. About 23 percent of white or Caucasian respondents report no financial impact to date, compared to 15% of non-white respondents.

A strong correlation is emerging between one’s emotional state and financial impact as well. Ninety percent of respondents who are emotionally struggling (e.g., feeling sad, isolated, anxious, depressed and/or lonely most or all of the time) report at least a little financial impact so far, compared to 76 percent of emotionally content respondents.

Given the recent unprecedented volatility, it’s not surprising that Americans say they’re most worried about the economy right now. But their concerns are not all personal. The health of frontline workers, and people not taking covid-19 seriously come in at a close second and third place on the list. As for what Americans say they need immediate assistance with the most, personal protective equipment or PPE—such as gloves and masks—and general comfort peace of mind weigh heavily on the public’s minds.

As this uncertainty looms and Americans are sequestered in their homes, they are increasingly turning to the media to help them make sense of the matter—after all, their attention has been released from the bustle of everyday life, and they now have more time to consume content online and on television. Three-quarters of respondents reported having sought information about covid-19 in the last week.

But is the current landscape of content meeting those needs? 64 percent of Americans are craving more information about when the crisis will end and 59 percent want more information on when a viable vaccine will become available. Four in 10 people say they still desire more clarity on what’s fact and what’s fiction about the virus, and a third of respondents want to know how they can support healthcare workers. But fewer than half of respondents feel they need information on where to get tested and the current number of infections, indicating that current available content may be over-indexing in those topics.

#AloneTogether

We may be social distancing and sheltering at home as much as possible, but with the aid of technology and encouragement from campaigns like Ad Council and ViacomCBS’s #AloneTogether, people may be more connected than ever. Video meeting platform Zoom reported 200 million daily users last week, compared to 10 million in December, and they’ve experienced a tremendous uptick of mentions on social media—along with WhatsApp, FaceTime, Skype and Google Hangouts.

Another bright spot? Most surveyed Americans are also trying to remain positive: Feelings of gratitude (53 percent) and hope (38 percent) came through most in responses to the Ad Council survey. However, more than a third (36 percent) are also anxious and tired. Feeling aggressive and angry sat at the bottom of the list.

Understanding these emotional needs as well as the type of information Americans feel they are missing from the media is the key to creating messaging that will resonate. Audiences are hungry for information as they sift through the complicated emotions and fears that come with an unprecedented global pandemic, and they are engaged and paying close attention.

Of course, public sentiment will shift from day to day as this global event develops. Covid-19 conversations grow every hour across social media as leaders make daily appeals to the American public. Over the next three weeks, Ad Council will be releasing new real-time findings on how and where to reach Americans with messages that address their needs and concerns. If content creators and stakeholders such as issue experts, the media and brands understand what’s missing in the content landscape, they’ll be able to fill those white spaces, make strategic decisions and funnel their resources more effectively toward content that addresses the greatest needs of the public.

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