Social Scan of a Pandemic: Impact of Covid-19 on the English Speaking Population

Behavioural Economy
on 12/04/2020

Social listening report about the impact of Covid-19 on the English speaking population with focus on United States, United Kingdom, Canada, Australia, South Africa, Ireland, and New Zealand, covering topics like: - key issues / concerns in current conversations - impact of Covid-19 related fear on stock markets - personality profiles of people suffering from Covid-19 related anxiety and fear - potential behavioural changes in society post Covid-19

Why was the research conducted?

To enhance the understanding of the current sentiment of especially vulnerable, anxious and less resilient parts of the population as well as to be able to anticipate any change in society post Covid-19.

How was the research conducted?

Utilising Brandwatch's social listening functionalities in combination with both quantitative (framework-driven) and qualitative methodologies of analysis.

What are the key findings of the research?

- especially in the US population, Covid-19 has triggered a massive loss of trust in the current Trump administration and in the Republican Party
- it is not the absolute number of confirmed Covid-19 cases that is driving fearful conversations but how the whole #coronacrisis is being perceived, especially after the WHO have declared it a “pandemic”
- since the start of Covid-19, markets are in a clear downward trend and the number of fear-related conversations is directly negatively correlated with the global DOW closing prices
- the current outlook suggests significant behavioural changes in society post Covid-19, specifically with regard to trends towards a less consumerist, more egalitarian, more science-based and more sustainable society
- the personality profile of people susceptible to anxiety and fear about Covid-19 shows higher levels of neuroticism in combination with being more susceptible to stress, more melancholic and more prone to worry
- generally, women are more prone to be scared than men and Americans are expressing greater fear than the UK population with Los Angeles leading in scared chatter

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Contributor's Name: Thomas Hirschmann