Segment 3: Under-affected realists

by April Smith | published on April 15, 2020

Practical, conservative, short-term modifiers

wink emoji to represent the under-affected realists segment of consumers

This group recognizes that there will be a global financial impact but are not as concerned about their own personal finances.

This segment recognizes the threat of the virus and that there will be an economic impact (41% think it will take a year or more to recover) but they are not as concerned about this downturn personally, perhaps due to savings or having fewer people to care for. These consumers report low to moderate incomes (33% less than $50K) but have fewer financial and personal responsibilities.

They don't plan on shopping less because they don't shop a lot to begin with. They recognize the threat of the virus, but their daily lives are not as impacted.collage of social media posts to represent consumers that are under-affected realists during COVID-19@ryan3levis, @jipiehyeah, @thecarolinabeerguy

Most expect that their purchasing behaviors will return to "normal," likely because they do not feel the need to purchase much in general. They have the fewest children in the household and did not have much planned travel or purchases that had to be canceled.

  • Habit changes: "Be more conscious of touching my face and more aware of what I touch when I'm out… and washing my hands."
  • Biggest concern: "Hoping the virus doesn't keep spreading."

You've met "under-affected realists," now get to know the other segments

meet the "nonchalant" segmentmeet the "business as usual" 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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