Documenti di Didattica
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PANDEMIC
HOPES AND FEARS FOR AN
UNCERTAIN FUTURE
insights from
1
Understand how young people around the world are truly feeling and
OBJECTIVE
An online quantitative study fielded from March 20-29 via VICE, Refinery29, and i-D websites and social channels. Additional
qualitative questions fielded to VICE Media Group’s proprietary insights communities, VICE Voices and Mad Chatter.
36% 57% 7%
A PAC GEN Z MILLENNIAL GEN X
L ATA M Australia, India, Indonesia,
Argentina, Brazil, Japan, Korea, Philippines,
Columbia, Mexico Singapore, Thailand, Vietnam
L O C AT I O N
EMOTIONS
ARE RUNNING
HIGH
3
Young people are taking the pandemic seriously. They believe they are doing
everything they personally can to limit the spread of the virus.
GLOBAL APPROACH
46% “I FEEL OTHERS ARE DOING EVERYTHING THEY CAN TO LIMIT THE SPREAD OF CORONAVIRUS” 28%
“ “
“ We are in this exceptional
situation for a very long time.
No social contacts, all plans
are uncertain or canceled.
“ The government should be
more strict about staying
home, still lots of people
don’t get the situation.
ty
ain
c ert
Un
Q : H o w wo u l d yo u de sc ri b e yo u r
e m o t i on s t o d a y c omp ared to a n
hy
a v e ra g e d a y b efo re the C oron a vi rus?
+73%
at
p
Em
ss
r
e
y
a
de
Str
t
Fe
xie
lm
itu
An
+60%
he
ing
s
at
om
es
erw
56%
Gr
s
av
+55%
ss
dn
red
es
ss
ne
Cr
Ov
Sa
dn
+52%
ne
Bo
l
efu
te
+48%
on
eli
ec
n
+45%
ssi
+44%
ss
ve
+43%
Lo
Ho
+43%
nn
ne
pre
Lo
Co
l
efu
De
+36% +36%
os
+32% +34%
rp
+30%
ss
Pu
s
ne
es
lm
pin
+22%
Ca
p
Ha
+16%
+13%
NORMAL
-8% -8%
-14% -15%
-16% -17% -17%
-19%
-23% -21% -22%
VERY HIG H
-28% -28%
-33% HI GH
-33%
-36% -36% LOW
-40% VERY LOW
5
Q : How would you des cribe
your emot ion s to day
The pandemic has drastically shifted young people’s perspective, co mp ared to an average day
befo re t he Coro navirus ?
Follow up: W hy ?
"A lot of my friends have lost their jobs due to the government shut down “I realized that many households are far more worse-o! than mine.”
of our restaurants and I was the one that had to file most of their
— Millennial, Man, Indonesia
unemployment paperwork. Hearing their stories and learning more
about their situations has given me insight to their worlds and caused
me to be more empathetic.”
“Being alive and feeling it very intensely… I'm very aware of the fact
— Millennial, Woman, United States that I was gifted this healthy life with money, and that others don't
have as much as I do. That makes me even more grateful for the
“The kind of togetherness it has brought among people is going to things I have. Also I lost bitterness for not having other things I
stay.. specially with the younger generation… people will show more previously thought I needed. I'm happy with what I have and what this
empathy towards the fellow mates and will be better adapted to times universe has to o#er me, it's one big expedition.”
of crisis in future.”
— Gen Z, Man, Belgium
— Gen Z, Woman, India
“I’ve been blown away by the frontline healthcare workers AND other “The collective chaos. We are all experiencing this together, across the
essential workers (delivery folks, grocery store and pharmacy sta#, globe, and because of this collective experience I can empathize with High
doormen) - putting themselves at risk to keep us safe. My heart is everyone, I’m experiencing it all too. It’s a scary and a trying time in Levels of
breaking for the massive world-wide grief, people's inability to be with history but I feel with the people, the masses, those without millions of Empathy
their ailing/dying loved ones. I am a social worker so am generally dollars to protect ourselves or isolate on an island somewhere. We the
pretty empathic but it’s stronger these days.” people are doing this together.”
"Actually having time to reflect on myself. To "I am grateful to live in a country where we have "The fact that others for once are paying
think what I actually want and what exactly I some "social consciousness" and people in attention to the service industry and public
have to do." general are very committed to the common good service. They are thanking doctors and nurses
right now." and grocery store employees for the first time,
– Gen Z, Man, Indonesia likely ever. Not all public servants are being
– Millennial, Woman, Spain
noticed...but this is something. It’s a start. And
hopefully a chance for others to think twice
"[I'm unexpectedly grateful] for the time to "I am unexpectedly grateful for my community.
about how much they take for granted."
My community consists of my small town, my
listen, to experience and be inspired in a
state, my social media followers, my colleagues, – Millennial, Woman, United States
way that had never been possible before.”
my friends. I’ve always thought I had a deep
– Gen Z, Woman, Austria sense of community, but seeing so many people “[I'm unexpectedly grateful for] the
CHOOSE to rally together, support, and love one overwhelming support of the community to us
another has been absolutely amazing. This is health workers.”
such a scary unpredictable time and instead of – Millennial, Man, Philippines
"Getting out of the hamster wheel of work people choosing selfishness and cruelty, many
and moving away from appointments, have chosen love and kindness." High
orders, deadlines completely thrown at
yourself and focusing on what is really – Gen Z, Woman, United States “Grocery workers, truck drivers, freight and Levels of
important to me, work, family, leisure time..."
logistics operators, cleaners, janitors - the Gratitude
“People all around the world coming together for unsung, underpaid and undervalued members
one single cause, irregardless of the race, religion of society who just keep things moving along.”
– Millenial, Man, Germany
or skin color.” – Millennial, Woman, Australia
– Millennial, Man, Malaysia
Fear of the virus and the economic impact fuel young people’s anxiety.
Q : W h a t c a u s e s yo u th e most fe a r/anxiety?
Global Average
65%
50%
43%
38% 38%
16% 15%
9%
A friend or family The economic Getting the My emotional/ My personal Running out of My job security The news/media Social media My relationships Other
member getting impact Coronavirus mental health finances food/home
the coronavirus myself supplies
8
Millennials, in the prime of their careers, worry more about economic impact. Gen
Z, in their social prime, are more concerned about mental health and relationships.
67%
65%
55%
Refinery29 Money Diaries as told
by someone financially impacted 50% 50%
by COVID-19
45%
42% 43% 43%
+250% above organic visits 40% 41%
benchmark
35%
34% 34%
32% 31% 31%
30%
28%
23% 22%
20% 21%
18% 19% 18%
16%
12%
8% 9% 9% 8%
7%
A friend or family The Getting the My emotional/ My personal Running out of My job The news/ Social media My Other
Q : W h ic h o f t h e fo ll ow i ng ca u se s
y o u th e m o s t f ear /anxi ety? member getting economic Coronavirus mental health finances food/home security media relationships
the coronavirus impact myself supplies
9
Q : How would you des cribe your emotion s
GEN Z
[Other things that cause fear/
anxiety]: “Missing out on significant
life events because of the virus (i.e.
graduation, prom, etc.)”
y
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Higher levels
However, we’re in times of
Global Avg. NORMAL patience. For now, staying home
being productive is the best.”
Lower levels
– Gen Z, Man, South Korea
10
Q : How would you des cribe your emotion s
ty
ain
ert
myself better, slow things down, and
c
Un
love myself.”
ss
lm
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– Millennial, Man, Indonesia
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NORMAL
pollution. I've already seen posts in my
country in where mother nature has
somewhat healed the damage humans
caused. There are more sea creatures near
the coast where before it’s impossible or to
little would show up. Hope the
regeneration of the environment
continues.”
ty
ain
ert
APAC
c
thy
Un
pa
– Gen Z, Man, Philippines
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11
B E H AV I O R S
CONTENT
CONSUMPTION
GOES VIRAL
12
The roots of behavioral change are forming. Youth are creating new ways to
connect with others and themselves. Gen Z ups their entertainment consumption.
AS SEEN ON VICE
RECONNECTION ROUTINE C R E AT I V I T Y E N T E R TA I N M E N T M E N TA L H E A LT H
Increased the amount Improved my sleep routine Taken up or gotten Participated in online Added or increased a
I use social media back to a hobby gaming meditation practice
27%
47% 31% 28% 12%
Reached out to someone I Started a new exercise Experimented with new Downloaded a new social Downloaded or increased
Gaming content page views on haven’t spoken to in a while routine recipes media app(s) my use of a mental health
VICE have increased >289% MoM app(s)
(February to March) 31% 26% 28% 14% 6%
Hosted or joined a virtual Implemented a new
Learned a new skill Subscribed to a new Spoke to a therapist
hangout self-care routine streaming service(s)
18% 3%
22% 24% 14%
Created a new group chat Implemented new steps Attended a virtual concert
or chain to balance my work and or event
home life
15% 13%
18%
Downloaded or increased
my use of a dating app(s)
6%
Q : W h a t a c t i o ns h a ve yo u ta ke n i n
o rde r t o s t a y c onn e cted , ma i nta i n
rel at i o n s h ip s, or m an a g e y o u r
NET SCORE: 70% NET SCORE: 58% NET SCORE: 54% NET SCORE: 50% NET SCORE: 17%
m e n t a l h ea l t h ? GEN Z: 59% MILLENNIAL: 47% GEN X: 27%
News keeps young people in the know, but love and laughter
are getting them through this.
63% Gen Z
Millennial
Gen X
65%
Global Average
62%
60%
54%
48%
45% 40% 45%
44%
45%
44%
37% 35%
38%
34% 31%
37%
35% 35%
34%
33% 33% 33% 33%
31%
28%
27%
Family & Friends: Entertainment: Finding Finances: Having enough Social media: Staying Purpose: Feeling a sense News: Staying in the know Products: Having the
Connecting with loved ones comic relief/distraction money to support myself connected online of purpose today and into things I need for daily life
and/or family the future
SOCIAL POSTS THAT MAKE THEM FEEL CAPABLE OF GETTING THROUGH THIS
Gen Z
72%
64% Millennial
Gen X
Global Average
64%
62%
50% 55%
52%
43%
50%
49%
47% 41%
43%
43%
42%
41%
41%
36%
32%
35%
32%
32%
30%
26%
21%
25% 25%
21% 21%
21%
Memes/humor News updates Daily tips & advice Update from peers on how Causes to support Inspirational quotes
they’re managing
Q : T h in k a b o u t w hat i s cu rre n tl y i n your social feed.
W h ic h t y p e s o f po sts h a ve mad e you feel the m ost
c a pa b le of g e tti n g th rou g h th i s p and em ic? 15
Youth in APAC are more likely to turn to their social feeds for news
and information.
SOCIAL POSTS THAT MAKE THEM FEEL CAPABLE OF GETTING THROUGH THIS
AS SEEN ON VICE
70% 64%
65%
64%
64%
46% 46%
43%
40% 40%
39% 39%
38%
33% 32%
30%
27%
21% 27%
25%
23% 21%
20%
17%
13%
Q : T h in k a b o u t w hat i s cu rre n tl y i n
y o u r s o c i al f e ed. Wh i ch typ es o f
po s t s h a v e m ad e y ou fe e l the most
c a pa b le of g e tti n g th rou g h th i s Memes/humor News updates Daily tips & advice Update from peers on how Causes to support Inspirational quotes
pa n d e m ic ? they’re managing 16
Young people are equally looking for news they can use in the form of actionable
daily tips and content to entertain them or take their mind off of the coronavirus.
AS SEEN ON R29
C O R O N AV I R U S - R E L AT E D N O N - C O R O N AV I R U S
The Pantry Meals Real People
Are Cooking Right Now
41% 46%
Information on how to manage MILLENNIAL Non-coronavirus related
45%
my finances during this time content
week of March 30
31% 16%
Online shopping tips for
Tips for cooking/recipes
AS SEEN ON VICE TV
categories beyond food
The March 24th premier of Dark “Right now, beauty tutorials and looks, more articles on working from “Less coronavirus! Give us something to
Side of the Ring, Season 2 was home, financial tips and forecasting, relationships at home, etc.” relieve our anxiety!”
VICE TV’s most watched original
telecast is network history
— Millennial, Woman, United States — Millennial, Man, Brazil
Q : W h a t t y p e s o f sto ri e s w ou l d yo u
li ke t o h e a r f ro m u s? 17
When they want information about COVID-19, they turn to relevant government
organizations such as the WHO and those on the front lines of the pandemic first.
AS SEEN ON VICE
MOST SOMEW HAT
Diary of a Doctor
24%
Q : H o w m uc h do yo u rel y on
in fo r m at i o n f rom the fo l l o w i n g Word of mouth
s o u rce s a b o u t an d s urro u n d i n g
Co ro n a v ir u s ?
18
There is little trust in government leaders to provide information and guidance.
“
I RELY ON NATIONAL
LEADERS FOR INFORMATION
“
I RELY ON LOCAL LEADERS
FOR INFORMATION ABOUT
ABOUT AND SURROUNDING AND SURROUNDING
“
CORONAVIRUS. “
CORONAVIRUS.
NA 21% NA 22%
MOST MOST
A CHANCE
TO SHAPE
THE FUTURE
20
Young people predict the world will be forever changed
economically and socially.
GLOBAL 62% 55% 51% 47% 31% 31% 26% 21% 18%
GEN Z 61% 59% 54% 43% 34% 34% 26% 22% 20%
MILLENNIAL 63% 53% 49% 52% 30% 30% 26% 21% 18%
GEN X 54% 49% 42% 36% 25% 31% 22% 11% 11%
49% Negative
57%
POSITIVE 57%
EMEA POSITIVE
43% GEN X
NEGATIVE 43%
NEGATIVE
49%
POSITIVE
APAC
51%
NEGATIVE
Q : D o y o u f e e l Co rona vi ru s w i l l
h a v e a p o s i t i v e or neg ati ve l on g -
t e r m i m p a c t o n so ci e ty a n d cu l ture? 22
Those who feel UNITY COMPASSION
SOCIETAL
BETTERMENT
and connected
important it is to be connected on aware of each other's needs and health and research. The need to
a human level. Waving and smiling struggles, and more compassionate.” care for the most vulnerable parts
(interaction) with passer bys.” of society.”
– Millennial, Woman, United States
Connectedness
51%
Hosted or joined a virtual hangout.
Hopefulness
Taken up or gotten back to a hobby. Positive
Love
Started a new exercise routine.
Gratitude
24
If we don’t learn ECONOMIC DOWNFALL DISTRUST & ISOLATION
broken financial
I don't know how I'm going to continue without being in physical contact with each other resulting in
making the same amount of money I was making us being even more alienated than we are now.“
before. I was living exactly paycheck to paycheck.”
system.
– Gen Z, Man, Britain
– Millennial, Woman, United States
Takeaways
in this together and young people are relying and a better future. Being transparent and
on their connections to others for support and honest is more important than ever and will
to figure out how to get through this. define authenticity going forward.
CREATE
Stuck at home and uncertain about the future There are many opportunities for brands to create
that lies ahead, young people are consuming meaningful content in this environment. Don't wait
more content today than ever before. They are for things to get back to “normal”, they never will.
looking for content to understand and navigate Embrace the changes that are happening. There is
the crisis and content to help them escape it. space to create content that informs and guides
young people during this uncertain time and space
to have fun and entertain.
CONTRIBUTE
We’re at one of the biggest Young people have been underestimated during
this crisis. Many media outlets have painted a
Brands have the power to help young generations
make a di#erence. Lean into the causes and
crossroads in human history and picture of carefree and naive youth. But the truth
is quite the opposite - young people are taking
people they care about and help support them.
Brands having a genuine sense of purpose has
we have the power to take the the pandemic very seriously and care greatly
about the wellbeing of their communities and the
been increasing in importance but it’s now here to
stay, and there is no time like the present to start
path towards a better future. world at large. It’s their limited resources and the
inability to go out and act, that has them
demonstrating it.
To dive deeper into our insights, please contact Julie Arbit, Global SVP, Insights | julie.arbit@vice.com