Consumer fear and anxiety 2021: Alter Agents two-part webinar series

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Consumer fear and anxiety 2021: Alter Agents two-part webinar series

We are excited to announce that we’ve released the third and final wave of our research on consumer fear and anxiety in our new paper: “Facing Fear: Overcoming Consumer Anxiety.” Using our latest data collected in late 2020, combined with findings from late 2019 and summer 2020, we are able to provide a unique perspective on the challenges consumers have faced over the past year. We hope you’ll join us for our two-part webinar series, in which we will take a closer examination of how top concerns have shifted among consumer groups over the past year, both in topic and intensity. We will also provide data-based guidance for brands who are seeking to build a foundation for understanding their changing audiences.

Each session will feature a presentation of findings and in-depth discussion from Rebecca Brooks, Founder and CEO of Alter Agents; Devora Rogers, Chief Strategy Officer; and Clayton Southerly, Marketing Communications Manager & Lead Report Author. 

Click the webinar name to register now for one or both sessions!

February 11, 10 a.m. Pacific: Facing Fear: Overcoming Consumer Anxiety

An extraordinarily difficult year finally ended, but 2020’s challenges are still with us. Consumers are still operating from a place of insecurity, buffeted by the pandemic, unequal economic turmoil, political strife, and an ongoing struggle for racial justice. Join us for a session exploring exclusive data from the final edition of our series on consumer anxiety, focusing on sentiment and behavior in the face of these challenges.

Data was collected for this research just before the pandemic in December 2019, again in June 2020, and just after the US election in November 2020 – revealing the tremendous impact the last year had on the American psyche. Brands and organizations need to adapt to a new reality to maintain authentic, trusting and engaged relationships with their employees and consumers

Key takeaways:

  • A year into the pandemic, healthcare is the top concern for Americans and will drive behavioral choices for the foreseeable future
  • The COVID Economy’s impact on consumers is strikingly uneven, favoring the wealthy and leaving working Americans farther behind with serious consequences for diverging consumer confidence
  • The tenor and conduct of our politics has left most Americans believing that we’re in need of significant reforms
  • Though farther down the list of priorities since the summer’s protests, consumers think we’re making progress on racial justice and are calling on brands to lead


February 18, 10 a.m. Pacific: Facing Fear: The Gender Confidence Gap

The gender gap was big enough before 2020, but the last year did us no favors. The forces affecting Americans, including the pandemic, unequal economic turmoil, political strife, an ongoing struggle for racial justice, and income disparities – take a particularly hard toll on women. What’s more, mothers bear the brunt of those headwinds most of all. Join us for a session exploring exclusive data from the final edition of our series on consumer anxiety, focusing on the gender confidence gap and the current challenges that parents and families face.

Data was collected for this research just before the pandemic in December 2019, again in June 2020, and just after the US election in November 2020 – revealing the tremendous impact the last year had on the American psyche, particularly through the lens of gender and family. Brands and organizations need to adapt to a new reality and changing needs to maintain authentic, trusting and engaged relationships with their employees and consumers.

Key takeaways:

  • The COVID Economy’s impact on men and women is strikingly uneven, with men having an easier time and women leaving the workforce at shocking rates
  • The gendered confidence gap persists, with men still 13 points more likely to describe themselves as confident people
  • A year into the pandemic, men and women are still reporting uneven stress loads, with 42% of women saying they’re under more stress and just 33% of men say the same
  • The gendered confidence gap persists, with men still 8 points more likely to describe themselves as confident people
  • Parenthood still exacerbates the divide. Mothers report higher rates of stress and anxiety than women overall, while dads are more calm and confident than men in general

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