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Anyone who has hosted a game night over video chat or ordered groceries to be delivered at home for the first time understands how profoundly the COVID-19 crisis has changed our behavior as consumers. But which of these changes will stick? We see several that are key:
While the shift to online shopping has been near universal across categories, high-income earners and millennials are leading the way in shifting spend online across both essential and nonessential items. Gen X has experienced a similar online shift, although not at the same scale as millennials. Gen Z has concentrated its shift online in particular categories: apparel and footwear, at-home entertainment, and food takeout/delivery.
The crisis has prompted a surge of new activities, with an astonishing 75 percent of US consumers trying a new shopping behavior in response to economic pressures, store closings, and changing priorities. This general change in behavior has also been reflected in a shattering of brand loyalties, with 36 percent of consumers trying a new product brand and 25 percent incorporating a new private-label brand. Of consumers who have tried different brands, 73 percent intend to continue to incorporate the new brands into their routine. Gen Z and high earners are most prone to switching brands.
The beneficiaries of this shift include big, trusted brands, which are seeing 50 percent growth during the crisis, and private labels, which have outpaced the retail market. Some 80 percent of customers who started using a private brand during the pandemic indicate they intend to continue using it once the COVID-19 crisis subsides.
As Americans contemplate going back out to shop, hygiene and hygiene transparency have emerged as important sources of concern. It is becoming increasingly important for stores and restaurants to not only follow hygiene protocols (thorough cleaning and masks for consumers and employees are top priorities) but also communicate effectively that they are following those procedures.
US consumers have already started to change their behavior in response to hygiene concerns. Technologies that enhance hygiene, particularly contactless activities such as food and grocery delivery and curbside pickup, are taking off. There is strong intent to continue contactless activities across the United States. As an example, 79 percent of consumers intend to continue or increase their usage of self-checkout in retail after COVID-19. Millennials and Gen Z are the widest adopters of contactless activities.
Around 40 percent of US consumers have reduced spending in general, and they expect to continue to cut back on nonessentials specifically. This reality reflects profound discomfort about the state of the economy.
With overall consumer spending declining, intent to spend in essential categories is increasing. Even among those with higher incomes, we see that while essentials show spending momentum, intent to buy discretionary products still lags significantly. As the worst of the crisis abates, we do see online spending in nonessential categories such as apparel and footwear starting to come back. This effect is strongest among high-income earners, consumers in the Northeast, and Gen Z.
As economies reopen, 73 percent of consumers are still hesitant to resume regular activities outside the home. They are concerned about going to a hair salon, gym, or restaurant, but are especially worried about shared environments, such as public transportation, ride sharing, air travel, and being in crowded spaces, such as attending large indoor or outdoor events.
US consumer-segment behavior varies significantly across the next-normal trends. We have identified five customer segments driven by optimism, health, and financial concerns, each of relatively similar size. These five segments exhibit the consumer trends to a different degree and have the following characteristics:
Uprooted and underemployed: These consumers are feeling major impact on both their finances and health due to job insecurity. They are cautious about how they spend money, with low optimism about future economic conditions. Not surprisingly, this group is trading down to essentials and value, swapping out brands, and shopping online when possible.
Financially secure but anxious: This population is largely 65 years old and older and is generally pessimistic about economic conditions after COVID-19, which has had a major impact on their habits. This group has expressed the greatest need for hygiene transparency, with above-average concerns on safety and well-being and concerns about the ability to get necessary supplies.
Out trying to make ends meet: These consumers are being cautious about how they spend money and feel that their jobs and job security have been heavily impacted by COVID-19. This group has significant representation from minority groups and rural populations. They are less likely to be able to stay at home (hence their lower likelihood to be part of the homebody economy), but they are strongly moving toward shopping for essentials and value.
Disconnected and retired: This category denotes those who are retired, over 65, and have a lower income level than the financially-secure-but-anxious segment. They are broadly optimistic about economic conditions after COVID-19 and are less likely to display any of the next-normal characteristics. Predominantly from Southern and suburban areas of the country, this group has not exhibited significant changes in shopping behavior.
Further, it will be important for brands to reevaluate and reprioritize their target audience and consumer segments, as the emphasis on each of the next-normal trends will vary based on the target consumer.
I have been trying to find a way to remove the gray lines appearing when I try to transfer a map from the QGIS project screen into the layout editor.These lines do not appear in the aerial imagery, and only appear in the layout editor. They are not a grid that I have put on, and the lines vary with the size of the image.
Looks it works to set the Symbology's "Layer Rendering" "Blending Mode" to Darken.... however, doing this appears to break the layer toggling if you're using the Create Geospatial PDF (all the layers are still visible, but the ability to toggle them on/off in the PDF is no longer available)
Unfortunately, the number of kids participating in sports is decreasing. According to the Sports & Fitness Industry Association (SFIA), the number of kids that played a team sport on a regular basis decreased from 44.5 percent in 2008 to 40 percent in 2013. To reverse this continuing trend and to make youth sport a national imperative, Project Play at the Aspen Institute aims to make sport more accessible and engaging to all youth across the country. Below is an infographic overview of how we can change the current state of sports.
In the time period from 2008 to 2013, sports participation and fitness have significantly dropped. Nearly 3 million fewer children have played basketball, soccer, track and field, baseball, football, and softball, and less than 1 in 3 children between the ages of 6-12 participated in a high-calorie-burning sport or fitness activity three times a week, according to SFIA data.
Household income is one major indicator of sports participation. In urban or poorer areas, schools often provide fewer sports options and opportunities for their students than suburban or more affluent areas. Additionally, youth from homes in the lowest income bracket ($25,000 or less) are at least half as likely to participate in sports such as football, lacrosse, and swimming than youth from wealthier households ($100,000 or greater). Simply put, families that can afford more can allow their kids to play more.
With the decrease in sports participation, the current public health status of the US is likely to become more precarious. Lack of activity is closely linked to obesity, and today obesity is one of the biggest problems plaguing the US. Currently, the US is the country with the highest number of obese youth among 15 of its peer countries. For children ages 5 to 17, nearly 40 percent of girls and 35 percent of boys are obese.
Sports participation will certainly combat the growing obesity epidemic, but youth sports also provide a number of other important benefits. In a study done by University of Illinois researcher Dr. Chuck Hillman, physical activity was shown to activate the brain: After children went on a 20-minute walk, MRI scans of their brains showed the highest amount of neuro-electric activity (shown in red below).
Research has also shown that sports provide compounding benefits for active children. When children enter sports at an early age, they experience many lifelong benefits: they are one-tenth as likely to become obese, 15 percent more likely to go to college, and they are more likely to be productive adults than children who do not play sports.
To increase sports participation, Project Play outlines eight strategies so that children from all backgrounds are able and eager to get into the game. Read the report to learn more about these possible solutions.
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