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collage of social media posts that demonstrate financial fearfulness

Segment 7: Financially fearful

collage of social media posts from that demonstrate feelings of doom and gloom during COVID-19

Segment 6: Doom and gloom

collage of social media posts from that demonstrate going at it alone during COVID-19

Segment 5: Going it alone

collage of social media posts from that demonstrate that people are prepared and aware

Segment 4: Prepared and aware

collage of social media posts that demonstrate under-affected realists

Segment 3: Under-affected realists

collage of social media posts that demonstrate feelings of "business as usual" during COVID-19

Segment 2: Business as usual

collage of social media posts that demonstrate feelings of being nonchalant during COVID-19

Segment 1: Nonchalant

group of people forming the shape of the US

Segmentation uncovers the unique challenges that abound during COVID-19

working on a laptop with a megaphone coming out of the screen

Two-way communication with consumers during a crisis