Gen Z’s mental, physical and emotional reaction to COVID-19—and their consumer behavior

by | Apr 17, 2020 | Covid-19, Public Relations

With everyone’s health and safety the top priority, new research from brand engagement agency Fuse gauges how Gen Z is feeling—physically, mentally, and emotionally. The firm also sought information about how Gen Z’s daily habits have changed, including their behavior as consumers.

With that survey data, as well as conversations with clients, Fuse has built a list of ways brands can take action today—to engage consumers right now or to plan for a big post-pandemic marketing push.

Mental health

More than two-thirds of young adults surveyed felt that the pandemic has increased their anxiety and/or depression due to the “unknown,” social distancing and self-isolation.

  • 26 percent have felt increased anxiety due to the unknown
  • 26 percent have experienced both increased anxiety and depression
  • 15 percent have increased depression due to social distancing and self-isolation

Gen Z’s mental, physical and emotional reaction to COVID-19—and their consumer behavior

Daily habits that have increased

Most young adults have increased their consumption of social media. Other habits that have also seen a significant increase during this pandemic include getting in touch with friends and loved ones, streaming video content, and cooking.

  • 80 percent have increased their social media use
  • 55 percent have been more frequently getting in touch with friends and family
  • 40 percent have been cooking more
  • 31 percent have been working out more frequently
  • 28 percent are shopping/buying online more
  • 26 percent have started a new hobby

Gen Z’s mental, physical and emotional reaction to COVID-19—and their consumer behavior

Brands’ pandemic response

Gen Z has a positive outlook about companies that are adapting to the current reality.

  • 68 percent like that companies are supporting public health efforts
  • 39 percent approve of companies being transparent about their business affairs
  • 31 percent enjoy that companies are continuing to push out “normal” content (unrelated to the pandemic)

Gen Z’s mental, physical and emotional reaction to COVID-19—and their consumer behavior

Learn 22 ways your brand can take action here.

Fuse, LLC surveyed 1,000 members of the older Gen Z cohort to identify how they are reacting to the COVID-19 pandemic.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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