The Pulse: Citizen Rights, Representation and Safety

The Pulse of the American Consumer is focused on continued insight into consumer sentiments for businesses across all industries.

 

Many topics are being discussed and debated recently related to citizen rights such as gun safety and voting rights as well as conversations about cultural representation and safety. We asked consumers how they felt about various aspects of these topics.  In order for businesses to have the most success connecting with their consumers, they have to understand them – what they are interested in, what they need, and how they feel.

At ENGINE, we have the real-time pulse of the consumer, today, and always. Throughout 2021, we will be offering weekly insights through identifying important data points and trends from the voice of the consumer.

 

KEY FINDINGS AS OF April 11, 2021:

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If you would like more information on ENGINE CARAVAN surveys, contact us below:

At ENGINE, we will be keeping up with the pulse of the consumer throughout 2021, and are regularly running our CARAVAN surveys on current social issues. Contact us at caravaninfo@enginegroup.com for more information or for the full CARAVAN survey findings.

This Online CARAVAN® omnibus surveys were conducted on January 8-10, January 15-17, January 22-24, January 29-31, February 5-7, February 12-14,  February 19-21, February 26-28, March 5-7, March 12-14, March 19-21, March 26-28, April 2-4, and April 9-11, 2021.  Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative.

Written by the CARAVAN team at ENGINE Insights.

The Pulse of the American Consumer

Current Events:

How closely have you followed these recent events?

  • The latest developments concerning COVID-19 infections and deaths in the United States
    • Very/Somewhat: 71% (+7%)
    • Very: 34% (+8%)
      • + = change from the last 3 weeks (3/19-3/21)
  • Legislation several U.S. states are introducing to increase restrictions on voting
    • Very/Somewhat: 58% (+10%)
    • Very: 25%
      • + = change from the last 3 weeks (3/19-3/21)
  • The murder trial of former Minneapolis police officer Derek Chauvin for the killing of George Floyd
    • Very/Somewhat: 49%
    • Very: 21%
  • The decision by Major League Baseball to remove this summer’s All-Star Game from Atlanta, Georgia
    • Very/Somewhat: 38%
    • Very: 15%
  • The beginning of the Major League Baseball season
    • Very/Somewhat: 30%
    • Very: 12%
  • The Masters golf tournament
    • Very/Somewhat: 22%
    • Very: 10%

How concerned are you currently about these issues?

  • The continued number of mass shooting incidents in the United States
    • Total Concerned: 83%
    • Very Concerned: 53%
  • Contracting the Coronavirus
    • Total Concerned: 67%
    • Very Concerned: 37%
  • The outcome of the trial of Derek Chauvin for the killing of George Floyd
    • Total Concerned: 65%
    • Very Concerned: 32%
  • Recent legislation several U.S. states are introducing to increase restrictions on voting
    • Total Concerned: 64%
    • Very Concerned: 32%

Below are several topics that have been discussed and debated a lot recently. To what extent do you agree or disagree with each statement related to them?

  • It is possible to address gun safety measures (e.g., stronger background checks, closing gun show loopholes, ghost gun restrictions), while protecting second amendment rights
    • Strongly/Somewhat Agree: 79%
    • Strongly Agree: 44%
  • I expect prominent brands to speak out on matters related to protecting all American citizens’ right to vote
    • Strongly/Somewhat Agree: 69%
    • Strongly Agree: 35%
  • I have increased respect for prominent brands and corporations who have taken a stance on matters related to voting rights
    • Strongly/Somewhat Agree: 68%
    • Strongly Agree: 30%
  • I support the stance Major League Baseball took in moving the All-Star Game out of Atlanta, in response to the new laws Georgia passed to restrict voting
    • Strongly/Somewhat Agree: 58%
    • Strongly Agree: 25%

A Quick COVID-19 Update

  • 58% Already received  at least one dose/ currently registered on a waiting list (+40% change from the beginning of 2021)
  • 11% Have not received it yet but will as soon as its available to them
  • 13% Will likely get the vaccine eventually, but prefer to wait until more evidence of safety and effectiveness is available
  • 18% Do not plan to receive it/generally do not believe in getting vaccines for anything
    • (-5% change from beginning of 2021)

Which of the following words or phrases do you associate with the vaccine for COVID-19?

  • Positive thoughts
    • 46% Life returning to normal
      • 53% among those who have received/are likely to receive the vaccine
    • 39% Confidence to carry on with a normal life again
      • 45% among those who have received/are likely to receive the vaccine
    • 36% Relief from living in fear
      • 42% among those who have received/are likely to receive the vaccine
    • 21% A gift to the world
      • 26% among those who have received/are likely to receive the vaccine
  • Neutral thoughts
    • 23% Developed too quickly
    • 20% I am nervous to get it
    • 11% Not necessary to get
  • Negative thoughts
    • 14% Mostly about profits for pharmaceutical companies
    • 11% Dangerous for me
    • 7% A government hoax

Economic Outlook

As the COVID pandemic continues to stabilize, which of these types of places/services do you anticipate going to or using in the next month or two?

  • Dining establishments (Net): 56%
    • Indoor restaurants: 46%
    • Outdoor restaurants: 38%
  • Stores (for in-store shopping): 52%
  • Hair/nail salons/barbershops/tattoo/massage parlors: 35%
  • A large event (Net): 33%
    • A large OUTSIDE event, such as a sporting event, concert or festival: 25%
    • A large event INSIDE an area or public building, such as a concert, sporting event or convention: 21%
  • Movie theaters: 32%
  • Staying at a hotel: 28%
  • Gyms/fitness centers: 21%
  • Flying on an airplane: 21%
  • Leisure establishments such as bowling alleys and arcades: 20%
  • Bars/Clubs: 19%
  • Public transportation such as trains or buses: 14%

Would you say that you (and your household) are better off or worse off financially than you were a year ago?

  • Better off: 34%
  • The same: 45%
  • Worse off: 21%

Now looking ahead-do you think that a year from now you (and your household) will be better off financially, worse off, or about the same as now?

  • Better off: 50%
  • The same: 39%
  • Worse off: 11%

Now turning to business conditions in the United States as a whole-do you think that during the next twelve months we’ll have good times financially, or bad times?

  • Good times: 38%
  • A mix of both: 46%
  • Bad times:  16%

Looking ahead, which would you say is the most likely economic scenario for the United States during the next five years or so?

  • Mostly periods of economic prosperity: 18%
  • Somewhat more prosperity than instability : 27%
  • About equal parts prosperity and instability: 31%
  • Somewhat more instability than prosperity: 13%
  • Mostly periods of economic instability: 11%

Do you think now is a good or a bad time in terms of economic stability for you/your household to:

  • Save more than you are saving now
    • Very/Somewhat Good: 59%
    • Very Good: 22%
  • Make extra or lump sum payments to pay off or pay down outstanding debt
    • Very/Somewhat Good: 49%
    • Very Good: 19%
  • Invest more for retirement than you are now
    • Very/Somewhat Good: 42%
    • Very Good: 16%
  • Buy major home electronics such as a TV, computer, tablet in the next month
    • Very/Somewhat Good: 35%
    • Very Good: 12%
  • Researching/booking a vacation or travel for an event in the next month
    • Very/Somewhat Good: 33%
    • Very Good: 11%
  •  Buy furniture and home decor in the next month
      • Very/Somewhat Good: 33%
      • Very Good: 10%
  • Buy large home appliances (refrigerator, dishwasher, washer/dryer, stove/oven) in the next month
    • Very/Somewhat Good: 31%
    • Very Good: 10%
  • Make or begin planning a large home improvement/renovation projects in the next month
    • Very/Somewhat Good: 31%
    • Very Good: 11%
  • Buy a new car in the next month
    • Very/Somewhat Good: 28%
    • Very Good: 10%

Which of the following have you/your household done in the PAST MONTH?

  • 29% Saved more than you previously had been
  • 22% Made extra or lump sum payments to pay off or pay down outstanding debt
  • 18% Purchased furniture/home decor
  • 18% Purchased major home electronics (such as a TV, computer, tablet)
  • 16% Made or began planning a large home improvement/renovation project
  • 15% Researched/booked a future vacation/travel for an event
  • 11% Purchased large home appliances (refrigerator, dishwasher, washer/dryer, stove/oven)
  • 11% Invested more for retirement than you previously had been
  • 7% Purchased a new car

 

New Majority Ready

New Majority Ready are Multicultural Marketing experts.

  • “Representation continues to be very important to consumers in how they see brands through advertising.”
  • “Across all segments, there were no ethnicity groupings that wholly felt they were being adequately represented when it came to messaging in certain product categories. This was especially true for Asian Americans.”

Households with at least one Asian-American or African-American member are less likely to think their family unit/culture is adequately represented in advertising for consumer or financial products and services. These households are also most likely to expect brands/companies to take a stand on matters related to the issues that affect the multicultural population of the United States.

In addition, households with at least one AfricanAmerican or Hispanic member are more likely to consider a brand’s stance on multicultural issues into their purchase decisions, or services that they use. (This data was collected among 3,012 census representative US adults through three waves of ENGINE’s CARAVAN Omnibus between April 5th-11th.)

  • My family unit/culture is adequately represented in advertising for consumer products (such as food/groceries or household items)
    • Non-Hispanic White: 73%
    • Non-Hispanic Black/African-American: 62%
    • Hispanic/Latinx/Spanish: 68%
    • Asian-American/Pacific Islander: 57%
  • My family unit/culture is adequately represented in advertising for financial products and services
    • Non-Hispanic White: 70%
    • Non-Hispanic Black/African-American: 55%
    • Hispanic/Latinx/Spanish: 63%
    • Asian-American/Pacific Islander: 57%
  • I expect brands/ companies to take a stand on matters related to the issues that affect the multicultural population of the United States
    • Non-Hispanic White: 63%
    • Non-Hispanic Black/African-American: 80%
    • Hispanic/Latinx/Spanish: 71%
    • Asian-American/Pacific Islander: 77%
  • I consider a brand’s stance on multicultural issues into my purchase decisions, or services that I use
    • Non-Hispanic White: 54%
    • Non-Hispanic Black/African-American: 67%
    • Hispanic/Latinx/Spanish: 62%
    • Asian-American/Pacific Islander: 61%

Does the ethnic makeup of your household have an impact on any of the following?

  • 28% of Multi-Ethnic/ Blended HH’s had concerns about their safety in the community vs. 15% Single Ethnicity/ Non-Blended HH’s
    • 11% of Non-Hispanic White HH’s feel this way
  • 22% of Multi-Ethnic/ Blended HH’s said they have fear of law enforcement vs. 10% Single Ethnicity/ Non-Blended HH’s
    • 4% of Non-Hispanic White HH’s feel this way

“Regardless of ethnicity, safety is top of mind for Americans right now.”

Among this list, what are the top 3 priorities in your life right now (The top priorities showed little variation by racial or ethnic makeup of the household.):

  • 56% Personal safety/the safety of your family
  • 56% Happiness
  • 49% Financial security
  • 49% Health & wellness
  • 27% Strengthening/renewing your Faith
  • 21% Self-improvement/embetterment
  • 15% Improve society/social responsibility/helping others
  • 13% Trying new things/finding new passions
  • 13% Social belonging/interaction/time with others

 

 

Dig deeper with the ENGINE Insights COVID Dashboard

The ENGINE COVID-19 dashboard delivers an easy-to-use, self-serve platform providing access to all of our COVID-19 tracking data including industry specific deep-dives and online behavioral data. This tool puts ENGINE’s data in your hands to uncover meaningful insights to your specific business questions.