A summary of consumer attitudes and feelings during the period of social distancing during the COVID-19 pandemic. Over a few days between the 26th and 31st of March, Now or Never got on the phone, hosted video chats and WhatsApp conversations with 12 interesting people in the UK, US and Canada to learn about how they were responding to the changes impacting their day to day lives. We talked to them about their new routines, what they were enjoying about them, the new challenges they might be creating, how they are thinking and feeling at this time as well as how they might be imagining this will impact their future behaviour. We touched on their home life, finances, work, family, health, travel, politics, news and brands that have recently stood out to them. While we may not have carried out the most scientific study, we believe we learned more than any online survey could have told us about their thoughts and feelings. The summary of which is here for you to see and share as you wish.

1. Spring 2020
A summary of consumer attitudes and
feelings during the period of social
distancing during the COVID-19
pandemic.

2. Hello!
The past few weeks have been a weird time for most of us, and the near term is likely to see that
continue for a little while longer.
It has been an interesting experience standing up our new innovation and strategy agency during a
period of immense uncertainty, and while there is an immediate emergency for countries around
the world to overcome, it also presents a really exciting opportunity to learn from what is
changing right now and how that might influence our future.
We live in a world where incumbents of industries are swarming around the same things as their
peers, new entrants are challenging the status quo and societal change continues to accelerate -
throwing a pandemic into the mix adds a new dimension to that too! Many organizations have a
short window, a moment, where with courage and guts, they can differentiate.
We call that a Now or Never moment, and while we may not have expected it to come about like
this, it does present an opportunity for all of us to take a moment, learn, listen, look around and
imagine how we can create a better future.
Iain, Alex & Nick.

3. METHOD
Over a few days between the 26th and 31st of March, we got on the phone, hosted video chats
and WhatsApp conversations with 12 interesting people in the UK, US and Canada to learn
about how they were responding to the changes impacting their day to day lives.
We talked to them about their new routines, what they were enjoying about them, the new
challenges they might be creating, how they are thinking and feeling at this time as well as
how they might be imagining this will impact their future behaviour.
We touched on their home life, finances, work, family, health, travel, politics, news and
brands that have recently stood out to them.
While we may not have carried out the most scientific study, we believe we learned more than
any online survey could have told us about their thoughts and feelings.
The summary of which is here for you to see and share as you wish. If you’d like to learn more
or discuss creating a custom version for your business, we’d be delighted to talk with you.

4. KEY THEMES

5. BUYING LOCAL,
STAYING LOCAL
As many businesses were forced to close their physical locations, people quickly
recognised the impact this would have on their communities.
Many people are looking to #supportlocalbusiness, planning walks to pick up local
craft beers, finding how they can order online from independent bookstores or
support their local convenience stores.
Small retailers who once saw going online as a race to the bottom are now seeing
potential in digital, perhaps not just for the short term.
Some are even rethinking international travel beyond the recovery, the staycation
has appeal given the uncertainty around air travel, but don’t forget the feelgood
factor supporting the domestic tourism industry getting back on its feet.
“We’ve cancelled our vacation
for early summer, I just can’t see
air travel being back to normal
by then. We’ll still look to get
away, it’s encouraged me to
look closer to home, places in my
own backyard I’d otherwise
overlook.
As a Canadian I feel like I should
support those people who I
know are going to be impacted
by less foreign travel.”

6. SO WHAT?
● How might we create new business models that support local
businesses becoming more digital without increasing their costs (i.e.
co-op delivery, essential service pop-ups?)
● Now could be a good time for large company supply chains to support
local businesses and move more of their spend to a local level,
supporting them at this challenging period and through the recovery.
● There is an opportunity to make local staycations / nearcations as
exciting and attractive a proposition as big exotic holidays.

7. MAKING DEEPER SOCIAL
CONNECTIONS
Social distancing and being required to isolate away from day to day
in-person connections has been tough for all but the most introverted.
Despite that, many are forming deeper social connections with people
compared to the ‘real’ world.
People have been connecting with those they might not be as close to in a
world more used to physical connections, some have spent more time
connecting with their families, with many hoping this becomes a new and
more frequent tradition.
Video conferencing is no longer just for disparate office teams, gone are the
enterprise IT requirements to make it work, Zoom, Google Hangouts and
Facetime are all so intuitive that even the grandparents have figured it out.
“It’s actually been really nice, it was my
brother’s birthday and we all planned to
go up to his for the weekend but had to
cancel because a few of us felt a bit under
the weather and decided to play it safe. So
we all did this family video call, and it
was really nice. I now hope it becomes a
bit of a tradition.”
“I’ve decided that with video
conferencing now being the norm, I must
become the best at it. I’m upgrading my
kit with lighting and better cameras.”

8. SO WHAT?
● How can entertainment & service companies create a lasting
‘homebound’ model or product offer for these new virtual rituals?
● There is an opportunity for video conferencing propositions designed
for lifestyle, not work.
● A new market has emerged for people looking for status that occurs
virtually rather than through physical interaction - e.g. ring lights to
look better on a Zoom call.

9. A NEW, NEW YEAR’S
RESOLUTION
For many people facing an extended period of time at home with lots of time on
their hands, this is a chance to re-evaluate, perhaps consider how just a few
months into the year those new year’s resolutions may have already been long
forgotten.
Gone are the excuses of lacking time to read more, exercise, find themselves, look
for that new job, learn how to code etc.
Many brands have gone digital with their propositions, from workout classes, to
therapy sessions now being hosted through a video chat, academics are hosting
free classes online, some tools have waived their fees, while others have found
there is still a market of paying customers helping them to cover their bills while
physical facilities remain closed. It’s been a boon to some companies too, indoor
cycling trainer sales in the UK went up by a whopping 977%!
Unemployment is going to rapidly increase in the coming weeks, however even
people in relatively stable roles are using this time to prepare for a new job search.
“I’m using this time to find myself
my next job, I’ve been unhappy for
a while but this has given me no
excuse to not take action.”
“My lifestyle of travelling for work
is really bad for me, I make excuses
to not be fitter and healthier. I
must have 20+ hours a week now I
didn’t think I had before so now it
the time for me to get in shape.”

10. SO WHAT?
● Many companies now need to create a digital offer to reach their
customers, while some have made them a free service, is that a race to
the bottom? Creating a digital version that people expect to pay for will
safeguard your core business, and offer new ways to grow even when
the doors to the physical location are open again.
● Now is a time to win new customers by encouraging them to try out
new things from home, think about how you create trial propositions.
● How might you use this time to re-invent your own business in the
same way people are looking to do the same personally? Is there
something you can do to identify dissatisfied employees and help
reinvigorate and retain them?

11. THE GREAT WORKING
FROM HOME EXPERIMENT
Many people have taken to working from home like ducks to water, blessed
with simple technology setups and jobs that naturally lend themselves to
how technology companies have operated for years.
For others, it’s been a painful experience thanks to legacy IT setups that never
imagined such a scenario, or managers believing they need to be big brother.
Family and couple struggles include overlapping conference calls with your
spouse, fighting for space, handling childcare or just keeping the dogs under
control during the workday.
For many it means a complete shift in workspaces - whether the lack of
dedicated office space at home (the hallway for Seth Meyers didn’t work too
well), poor internet connectivity or a change in energy levels compared to
open offices.
While some talk about this as the end of the office as we know it, we’re not
convinced. The sustainable future isn’t an either/or.
“I’m worried my employees may be
working from their coffee table and that
could create longer term ergonomic issues”
“We’ve begun bartering over the office -
the only quiet and well lit place for Zoom
calls away from the dogs”
“I used to love working from home a day a
week. I’m really over it now.”

12. SO WHAT?
● How can employers support WFH setups for employees ongoing or in
case of another unexpected event (i.e. home office furniture supply)?
● How can employers create policies & processes for WFH scenarios
that change the way work is measured, managed and rewarded?
● What could we do even better when offices open back up again? Are
there hybrid working styles that will suit a greater share of
employees and employers?
● How will that impact commercial real estate businesses? The
workplace of the future is likely not what the facilities team was
telling you a few weeks ago.

13. NOSTALGIA DOES NOT TAKE
LONG, BUT IT IS SELECTIVE
While these weeks might make it seem that an increasingly digital future is
inevitable, many people are starting to realize what they miss when we bury our
heads in our phones.
At first it may have seemed as if everything had to move to digital, that we always
had to be connected and next to a laptop during working hours or that our phones
serving an abundant streaming service would be the only source of entertainment.
But as time has gone by, many have rediscovered simpler pleasures from a time
really not very long ago. Books give us greater pleasure than an e-reader, we
reminisce about cinemas, gigs and bars that video calls and Instagram can’t
replace. We are going for walks everyday. We might even be put the phones down.
That said, it doesn’t mean we miss everything about the old world, few people are
craving to get back to the commute or mail DVDs back and wait for the next set to
turn up a few days later.
“I don’t normally rent movies at home as
it doesn’t feel like good value when I have
a Netflix subscription. I’ve paid for a few
things lately and it made me realize I
miss things like the cinema, watching an
old classic on my big TV isn’t the same as
a good classic cinema.”
“It’s been a couple of weeks now, at first
my screen use went way up, but the last
few days I’ve weaned myself away from
my phone and my iPad. It’s liberating!”

14. SO WHAT?
● How can brands leverage traditional channels as they start to make a
comeback (i.e. records, print, retro hobbies)?
● There will be an opportunity for companies heavily reliant on physical
locations to reinvent themselves when lockdowns subside, just going
back to ‘normal’ might not be enough.
● With many event permits being cancelled well into the summer, how can
venues, artists and sponsors create experiences that don’t just feel like
generic pushes to virtual channels?

15. A GREATER CONSCIOUS
TURNING INTO ACTION
For the most part, we’ve been aware of the impact we have on the world, the
environmental movement has been going since long before Greta Thunberg
was born, however even as our environmental awareness has increased in
recent years, the action behind it from politicians, corporations and the
public hasn’t matched the noise.
In just a few weeks the coronavirus brought us together, the vast majority
recognised the impact of their actions, e.g. going to the store or making do
with what’s in the cupboard, governments sacrificing the economy for their
healthcare systems, companies doing the right thing over the profitable thing.
Perhaps to be expected in a situation with a short term implication, but with
that, will it change the narrative when it comes to creating action on a subject
the majority of the world accepts is part of their conscience?
“I didn’t think I’d see a British government
lock down the country, we’re not used to
action like that. I think they should be just as
decisive when it comes to climate change. It
needs their leadership to change behaviour.”
“It’s made me realize the impact of my
consumption, I’m not normally at home 7
nights a week and seeing how much
packaging we go through has shocked me. I
know I need to play my small part.”
“We’re all in this together for now, we have to
be like this long term too.”

16. SO WHAT?
● Times of crisis bring us together, especially when the threat feels
immediate. The climate conversation has grown slowly over decades,
and it might be accelerating, sometimes the best opportunities for
disruption come at once. Our expectations and relationship with
government has just shifted radically, there is an opportunity for a big
conversation here with politicians, corporations, small businesses and
individuals coming together like few times they have ever done before.
● If having an impact on the climate comes at a cost, right now we’re in
for a penny, may we as well be in for a pound?
● People are ready and accepting of behaviour change, how do we
continue to explore how to do that?

17. STOPPING THE SHIP FROM
SINKING WHILE IT’S ON
COURSE FOR THE ROCKS
A lot of companies are prioritizing short term cash controls or risk management
over building loyalty with customers or taking advantage of the future. They are
so worried about sinking the ship, they’ve lost sight of what lies ahead.
It’s easy in the middle of a crisis to get consumed with mitigation plans and trying
to survive, but we are seeing a divide between companies finding a way to connect
with and wow people (customers and employees) during this time, and those that
are making decisions in isolation or selfishly.
People notice this, from employees frustrated that their employer isn’t thinking
about the longer term impact on the business or opportunity to change through to
customers angry at how some businesses are putting their short term cash needs
ahead of doing the right thing.
“It’s a weird time, the business is
going through a bit of a cash crunch,
like every company. It’s also an
amazing opportunity for our business
to innovate, we said we needed to
before but often it was lip service. If
we can’t do it now, we may as well
not bother.
The next few months will be the
proof point. If the executives can’t get
behind innovation now, they never
will … also a perfect time for agencies
like yours!”

18. SO WHAT?
● Put your employees first. Brands that are seen to care for their people
and their suppliers will thrive in the long run. Short term employee
layoffs that make it look like you’re putting the executives and the
shareholders first will hurt you.
● Invest in understanding the needs of your own people and your
customers. Listen to what they expect from you during this time -
don’t just offer them what is best for your business goals.
● If you can’t innovate in a crisis or an economic downturn, you likely
never will. Now is the time to reinvent the business, the plan is out the
window, don’t be afraid to make a new one - your employees will value
this and there is no shortage of external talent to help too.

19. THE BRAND & PR
RECKONING
At first we were bombarded with emails from anyone who’d had the slightest
sniff of our credit card details or email addresses, for us it was hotels we’d
long since forgotten staying at, as well as software businesses, D2C sunglasses
retailers and finally, weeks later, our insurance companies telling us we
weren’t covered but they’re there for us nonetheless.
People appear to be able to recognise brands that are acting more out of
capability and purpose than PR. Brewdog were called out in comparison to
LVMH for the brand polish of their hand sanitizer. One interviewee questioned
if companies announcements were genuinely helpful, for instance can a
clothing company actually produce medical grade equipment quickly?
Likewise, brands who looked after their own people have shown that by
treating employees right, customers will be much more likely to be looked
after too under more normal circumstances.
“Every alcohol company is now
making hand sanitizer, they should,
and grocery stores should give priority
to vulnerable shoppers. It’s table
stakes now, I wish they didn’t feel the
need to market it so heavily, It makes
me think less of them.”
“You’d think Coke would be the best
in the world at marketing, and yet
they felt the need to do that stupid
spaced typography billboard. It takes
media attention away from marketers
doing really good things.”

20. SO WHAT?
● Find an authenticate and feasible way to support your community
and customers during this disruption - don’t make promises you
can’t keep!
● Think about how you communicate what you are doing - nobody
likes a bragger.
● And don’t communicate just to communicate - have something to
say that is relevant and important. The brand trolls are ready and
waiting for any misplaced piece of marketing.
● If you want to look good, do good! Put your purpose before your
profits.

21. WE HOPE YOU FOUND THIS
INSIGHTFUL AND INTERESTING.
WE KNOW EVERYONE IS JUST
LOOKING TO GET THROUGH THIS
TIME, BUT AT THE SAME TIME WE’RE
EXCITED FOR WHAT COMES NEXT.
IF YOU WANT TO LEARN MORE, DROP
US A LINE OR GIVE US A CALL.

22. Contact us:
iain@nowornever.network
+1 647 927 2743
alex@nowornever.network
+1 587 582 5931
nick@nowornever.network
+44 7539 201039