Trends Report

Post-Pandemic US Consumer Recovery Will Vary By Personal Experiences During The Pandemic

May 27th, 2020

Summary

The COVID-19 pandemic is affecting consumers in different ways and with different levels of intensity. To understand how consumers will recover from the pandemic, marketing leaders must first identify what kind of emotional and financial toll COVID-19 is taking on customers. Our data, based on the Forrester Analytics Consumer Technographics® COVID-19 Survey (Wave 1), reveals that US online adults who have personally dealt with the virus are coping with emotional distress and are highly risk averse. US online adults who have lost their livelihood struggle with spending on immediate needs versus saving for the future. US online adults who haven’t experienced a drastic life change prepare to resume life as usual.

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