A U.S. survey reveals that challenges in 2020 — the COVID-19 pandemic and systemic racism — may lead to a lasting change in the way consumers interact with brands.

Market research platform Suzy surveyed 1,000 U.S. consumers between June 30 and July 1, 2020 on their current attitudes about brands and products. The sample is representative of U.S. consumers who are working from home. Key findings show a change in consumer attitude that may be a lasting one. 

• 84% of people plan to keep the routines they adopted during COVID-19 following the end of the crisis
  
• 65% of people agree that their definition of the word “essential” has changed between 2019 and today, and 33% say the meaning has taken on a broader definition
  
• 71% say technology is essential to their happiness 
  
• 48% of people are struggling to stay mentally healthy and 44% are struggling to stay physically healthy  

The lack of trust influences the way consumers use search engines and interact with brands. Some 51% of those participating in the survey say they feel frustrated about government guidance, while 48% say they are confused and 28% are angry.

The study suggests that 38% of people now trust brands more than they trust the government, and that trust may point to a new “wellness economy,” where 93% of people who use branded resources to stay healthy during the pandemic are likely to continue using the products in the future.  

In a finding that is a bit counterintuitive to most news, 35% of survey respondents buy a product or brand based on the need and do not take into account the causes that a brand supports. Some 25% say they buy the product based on the brand’s support of the cause.

About 67% of survey participants say brands have a responsibility to support the local communities in which they do business.