Big Cat Insight - How do Brits really feel about lockdown easing?
The day that millions of Britons have been looking forward to is seemingly right around the corner (pending any changes by Boris of course). Whilst this day may be heralded as a watershed moment for some who have been dreaming of this day since March 2020, recent studies have found that many Britons feel conflicted about their rekindled liberties.
- A study commissioned by Virgin Media has shown that over 25% of adults feel overwhelmed at the thought of life after lockdown, and 38 per cent are now used to living in the ‘slow lane’. A third of those surveyed are not looking forward to being in busy, crowded spaces in the near future and 18 per cent don’t want the pressure of making small talk. Interestingly, 30 percent admitted they will find it annoying having to book in advance rather than making spontaneous plans in the future.
- A separate study by YouGov found that for 42% of people they surveyed, seeing their friends and family again after lockdown was their main priority. The majority of this number were women.
- What can we learn from these tidbits? Brands must be sensitive to the mix of emotions that will be felt around the period of unrestricted freedom, whenever that may be. It’s been an emotionally taxing year and a half for huge swathes of the population and brand messaging must be receptive to public sentiment.
Focus brand messaging on what people say they feel good about. Family, friends, and the close connections they have with those closest to them.