Pandemic Habits: We know who’s been buying all the flour

Chris Pash
By Chris Pash | 19 May 2020
 
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Australians are more concerned with their safety and security than gaining more freedom to move about, according to research conducted by dentsu.

The Dentsu Consumer Intelligence Study surveyed 1,681 Australians over the last four weeks:

  • On average, Australians believe it will take nine months before life returns to normal but 17% don’t think things will ever return the samel.
  • Younger generations are adapting slowly with 14% of Gen Zs still experiencing “initial shock” and 28% of Millennials “coming to grips” with things.
  • More than 50% of parents say home-schooling their children has negatively affected their mood.
  • 78% are spending their spare time watching TV.
  • Gen Zs are likely the ones buying all the flour with 49% of young people spending their time baking. Flour was a panic  buy item, disappearing early from supermarket shelves. Baking yeast is still hard to find. 
  • 45% of Millennials say they are eating more snacks, while a third of Gen Zs are exercising less.
  • Only 39% say they completely trust the government.

Christine McKinnon, Dentsu’s head of intelligence, says the research provides a good understanding of how Australians are thinking, feeling and acting and how people might emerge on the other side.

“As restrictions begin to ease, we can expect to see some interesting shifts in how people view society, how they change their lifestyle, and any changes to people’s level of trust in our key institutions,” says McKinnon.

“Right now, security remains a key focus for people under 60, whereas older Australians are seeking stronger leadership. People have also told us that they are concerned about the economy, unemployment, climate change and immigration.

“School restrictions starting to ease is likely welcome news for many parents, who have indicated that they have been spending four hours each day homeschooling their children.

“Many parents have also admitted that home schooling their children has negatively affected their mood.

“We’ll be using these insights to help businesses recognise how their customers or employees may have changed since the outbreak began and what plans they need to put in place to ensure they are engaging with the right people at the right time.”

The study will survey 400 each week until July, looking at lifestyle habits, work arrangements, levels of trust to institutions, media usage, and how people view specific industries such as finance, insurance, retail and travel.

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