The ongoing study focusing on InsightsNow’s proprietary community of trend-setting, forward-thinking shoppers called Clean Label Enthusiasts® (CLE) uncovered many truths and insights about consumer behavior during COVID-19. While shopping behaviors were majorly impacted, study participants also reported the following changes in behavior. You can learn more about other behavioral changes in our new white paper “What Has COVID-19 Taught Us About Consumer Behavior?”
A reduction or elimination of news consumption.
Without question, the news can be a source of anxiety. People felt enough anxiety with going to the store and trying to avoid contact with others who may have the virus. Our participants didn’t feel it necessary to subject themselves to more anxiety by watching the news.
An increase in verification of shared information.
Throughout our experience with COVID-19, it has been hard to separate fact from fiction. You could hear one report about the virus that was immediately countered by another report on another outlet. Our CLE study participants didn’t want to feel like they were adding to the anxiety surrounding the virus, and so they decided to start verifying information before sharing it with others.
Behavioral changes due to shelter-in-place order.
Suddenly people had to remain at home, which meant no one could go to the gym or a restaurant, or other places people might frequent. One of the behavioral changes was an increase in outdoor exercise. Since people couldn’t go to a gym and had to deal with remaining at home, participants reported that they found other outlets for exercise like walking or biking.
Shifting social behaviors.
Following the shelter-in-place guidelines also led to a change in social behaviors. Socially our CLE participants, and beyond, realized that they would not be able to see friends and family members due to the orders to shelter in place. As a result, they found new behaviors like Zoom meetings or video chat to keep in touch with family and friends from a safe distance.
In alignment with Maslow’s hierarchy of needs, CLE reported stocking their homes with food and goods so that remaining in place would be easier. However, once they felt they had their own homes in order, their thoughts turned toward shopping for and helping others deal with the pandemic.
Decrease in store trips.
As we have seen from the data on stocking up, another behavior that changed was going to the store less frequently. CLE reported shopping less frequently because they wanted to avoid the shopping experience that had changed so drastically.