Interestingly, reports released this week show that both Baby Boomers and Millennials feel less concern with health consequences of COVID-19. A Harris poll on 2,000 adults published March 13 found 77% of adults over 65 and 67% of millennials (those born between 1981 and 1996) said they’re “unlikely” to catch the virus, which has infected at least 189,000 people around the globe.
Gen X’ers though – are very worried! The Sandwich Generation is in prime working years, has older parents to take care of and children to take care of! It appears that this generation is taking COVID-19 most seriously.
Brands must take a look at their target consumer segments and adjust messaging as necessary. Right now, messaging is dedicated to keeping Texans safe and healthy (of course!), but the angle or “way in” might need to change based on who your brand is talking to! For example, Baby Boomers may need to be reminded to put themselves first and protect themselves from Coronavirus. Millennials might need to be reminded that they are a powerful group that can help turn the tide on COVID-19.
Beyond health concerns, economic concerns are weighing heavily on Texan’s minds. Brands that can help consumers stay calm and focused on solutions will win. For example, banks and financial institutions that can offer advice, resources, tools and outlets for conversation can help alleviate some of these concerns.