COVID-19 Global Sentiment

Wave 5: Start of Global Recovery

April 8th – April 22nd, 2020

Contents of this wave’s report:

  • Trending consumer realities
  • Greatest fear next 3 months + spotlight on youth perspective
  • What people miss
  • Are consumers tired of COVID-19 information or do they want more?

PLUS – Global + Regional Category Spotlights: Future intention to Engage Events and Purchase Travel, Dining, Online and Retail

Download a PDF copy of the report here.


Peoples’ perceptions about the expected end date are lengthening but personal health concerns are improving.

On average, consumers expect Coronavirus to be “over” in October; this was previously September when measured in March 30th. Half of the global population remains severely concerned for their health; however, this showcases a significant +9% since March. Improvements were recorded in 22 of 31 countries.

Australians are significantly less concerned for their personal health vs. just a few weeks prior

Personal health represented half of Australian’s #1 fear for themselves and their families when last measured on April 7th; this is now down to 30%, with +16% of respondents now saying they have “no fears”. Fears around financial health, by contrast, now dominate, with 37% of people indicating that it is their biggest concern.

Top 10 things people miss across 115 different activities

Going to restaurants (50%), socialising in person (49%) & getting together with friends (48%) dominate the list of activities that people are missing. Restaurants, travel destinations, social meeting places (bars etc.) are all expected to see a significant uplift when restrictions are eased.

    Approximately 2 out of 3 people around the world are ‘tired of COVID-19 information and data’

    This is similar to reaction to saturation of news on the Global Financial Crisis;  by Summer 2008, consumers across the globe were exceptionally tired of the government and companies / brands talking about the recession. In fact, consumers felt ‘less favorable’ toward brands that 1) got to this messagetoo late or 2) kept the conversation going for too long.

    It is IMI’s recommendation that brands should exercise caution in delivering any COVID-19 related messaging. If a brand is to do so, there should be a clear tangible benefit to the consumer.


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