Segment 1: Nonchalant

by Maggie Whitley | published on April 15, 2020

S'all good, resolute optimists, mature rebels

sunglasses emoji to represent the nonchalant  segment of consumers

Thus far, this segment has been the least impacted — they are not working from home and are not likely to have children staying in the house.

These consumers are most likely to be retired (40% over 55) and least likely to report daily habit changes. Very few have a job where they are now working from home or have children staying home due to COVID-19. Additionally, they have a slightly higher rate of divorce, so may they be living alone or with children only part-time.

This group may feel that people are overreacting. They feel any economic downturn will resolve within a couple of months and, if anything, now is the time to invest.

collage of social media posts showing nonchalant feeling during COVID-19
@rongauthier63, @usmcflaco, @BrigidWD, Rolling Stone: Why Don’t More Boomers Care About Coronavirus?

They do not expect their spending to change and nearly all think the economic downturn won't last more than a few months. They are largely unconcerned and some are even investing more, perhaps due to higher liquidity or flexibility with their spending. They have the second highest incomes with 31% earning over $100K. They are more likely than other segments to indicate they will continue shopping in stores and assume things will go back to normal with little-to-no change in behaviors.

  • Habit changes: "I have not changed anything. I hope the gym opens sometime soon."
  • Biggest concern: "The way people are reacting to the whole situation. It's like everyone has gone crazy at the same time and are all in panic mode."

You've met "nonchalant," now get to know the other segments

meet the "business as usual" segmentmeet the "under-affected realists" segmentmeet the "prepared and aware" segmentmeet the "going it alone" segment meet the "doom and gloom" segmentmeet the "financially fearful" segment

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