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Optimism and the Art of Surviving Quarantine

With our lives as we knew it upended by COVID-19, people everywhere are finding ways to settle into our new reality. We wanted to know u2013 how are they coping with the pandemic?

angelawei
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Optimism and the Art of Surviving Quarantine

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  1. OPTIMISM AND THE ART OF SURVIVING QUARANTINE hello@milkagency.com

  2. MULTI-GEN CREATIVES FROM X, Y & Z Inspired by our community 176 people Diverse group of Trendsetters, creative professionals, students and makers in NYC and major global cities United in grit, determination and even a sense of joy during the toughest times 2

  3. On a scale of 1–5, how optimistic are you about the future? OH HELL YES: OPTIMISM RULES THE DAY 40 On a scale of 1–5, how optimistic are you about the future? 30 40 20 30 20 10 10 0 1 2 3 4 5 0 It’s about control 2.9% 13.1% 35.4% 29.1% 19.4% 1 2 3 4 5 2.9% 13.1% 35.4% 29.1% 19.4% Gen Z and younger millennials are the least optimistic Average optimism by age. 4.0 4.0 Older millennial and younger gen-x are the most optimistic 3.75 3.75 3.50 3.50 3.25 3.00 3.25 18-24 3.38 25-34 3.87 35-44 3.72 45+ 3.67 3.00 18-24 3.38 25-34 3.87 35-44 3.72 45+ 3.67 3

  4. OPTIMISM SHIFTS INVESTMENT SPENDING: FROM STUFF TO SELF Pre-Quarantine During Post-Quarantine (expected) Investing over buying Fitness & Wellness Spending Educational Apps & Videos Spending Donations Shifting discretionary spending into key categories to focus on self-improvement Desire to spend where they see impact in their communities “ I’m buying art to support my friends. I’m also buying music, band merch, records and hopefully they get residuals. I want to support other creatives” — Evan, 28 4

  5. BRANDS: NOT SO MUCH Percentage of respondents not looking for brands before/during quarantine. Before Quarantine During Quarantine People are not actively seeking out brands, INCREASE from 6% 22% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Passive discovery is challenged by the new stay-at-home, WFH culture Multi-Gen Creatives are engaging with brands that take action and seek to make the world better “I’m ignoring brands. I’m reading books and trying new things” — Gio, 37 5

  6. ANTICIPATION: YAY! (maybe) When communities “re-open” people are looking forward to - Going out to eat & drink 26% - Enjoy outdoor activities 18% - Travel 14% - Live experiences 9% “I want to see my friends and hug them. I miss everyone. It’s so weird to say I love you means staying away. It’s counterintuitive. I want to tackle-hug people” 23% of respondents said “nope, not going out” Close but no hugs —Jennie, 36 6

  7. Knowing what you know today, what might you have done diferently to prepare for the pandemic? GET READY… OR NOT Save money or invest Create an emergency fund Spend less on clothes and entertainment ???????????????????? Eat out less often ???????????????????????? Go back to school Move out of a city Hope for the best, plan for the worst ??????????????????????? People associate financial stability with control 0% 10% 20% 30% 40% 50% Over 1/3rd of our respondents said they would do nothing differently “I’m going to adopt a more conservative spending mindset going forward. I’m going to try and continue to educate myself in budgeting and planning financially. I’m also going to make sure I have an emergency fund of cash on hand if possible” —Sam, 22 7

  8. CREATIVITY + OPTIMISM FTW As consumers have been looking to brands for leadership, optimism and creativity play key roles in solidifying their brand relationships “I’m optimistic about the future. I want the best for humanity — politically, socially. We are taking steps to get the virus under control” Provide value through messaging and brand actions — Gio, 37 Re-envision brand experience “Overall, I think there will be positives to come out of this. Also, for people who started working from home, they’re realizing how important and valuable free time is — how happy you can be when you structure your own time” — Gideon, 26 8

  9. HOW TO RE-ENVISION BRAND EXPERIENCE 1. 2. 3. Know Your Audience Let Culture Lead the Way Co-Create: Make Space for Creativity Identify audience insights and cultural truths to inform your marketing approach. Ilia’s “Between Us” campaign focuses on connection and intimacy. Use geographic, demographic, psychographics and behavioral research to identify who your best and highest valued consumers are. Give people an opportunity to be and feel creative. This can be anything from product feedback via Instagram polls to sharing entertaining how-to videos, to life hacks. “All these corporations are trying to market stuff to people our age and yet they are refusing to let us create it for them” -Noah Dillon x Luka Sabbat 9

  10. DEFINE OPTIMISM FOR A NEW ERA “Optimism is a strategy for making a better future. Because unless you believe that the future can be better, you are unlikely to step up and take responsibility for making it so.” - Noam Chomsky 10

  11. THANK YOU Q&A CONTACT: ANGELA@MILKAGENCY.COM

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