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The Pulse: A Vaccine Update and More on the Olympics

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


As COVID-19 cases continue to rise, we looked into how consumers are currently feeling towards the vaccine. We also checked in on sentiments surrounding the Olympics, as well as overall consumer confidence from a generational perspective. 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 August 1, 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, April 9-11, April 16-18, April 23-25, April 30-May 2, May 7-9, May 14-16, May 21-23, June 2-6, June 11-13, June 18-20, June 25-27, July 9-11, July 16-18, July 23-25, and July 30-August 1, 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

Consumer Insights for Business

Rising Coronavirus cases, vaccine hesitancy, the Olympic Games, and mental health are all on the minds of Americans this week.

Gain insight on these issues and more in this week’s The Pulse of the American Consumer.

How closely have you followed these recent events?

  • The latest developments concerning COVID-19 infections in the United States
    • 70% Closely
    • 38% Very Closely
      • 51% Democrats
      • 29% Republicans
  • News reports regarding hesitancy to receive the COVID-19 vaccine among segments of the U.S. population
    • 68% Closely
    • 32% Very Closely
      • 42% Republicans
      • 27% Democrats
  • The testimony of 4 police officers regarding the riots at the U.S. Capitol Building on January 6, 2021
    • 44% Closely
    • 17% Very Closely
      • 13% Republicans
      • 24% Democrats
  • The Summer Olympic Games in Tokyo
    • 41% Closely
    • 15% Very Closely
  • The beginning of National Football League (NFL) training camps for the 2021 season
    • 31% Closely
    • 13% Very Closely
      • 17% Males
      • 8% Females
  • The Major League Baseball (MLB) trade deadline
    • 25% Closely
    • 10% Very Closely
      • 14% Males
      • 6% Females

How concerned are you about these issues?

*Demographic differences are based on ‘Very Concerned’

  • The increase in Coronavirus cases across the U.S. due to the Delta variant
    • 77% Concerned [Net]
    • 49% Very Concerned
      • 35% Republicans
      • 65% Democrats
  • Future threats of violent events in the U.S. caused by domestic terrorists
    • 76% Concerned [Net]
    • 40% Very Concerned
      • 38% Republicans
      • 48% Democrats
  • Labor shortages in the U.S./decreased workforce participation
    • 75% Concerned [Net]
    • 33% Very Concerned
  • Relying on an ‘honor system’ and trusting those who are not fully vaccinated to wear a mask indoors, such as in a retail store
    • 70% Concerned [Net]
    • 41% Very Concerned
      • 25% Republicans
      • 57% Democrats

A Glance at Consumer Sentiment on the Olympics

To what extent do you agree or disagree with each of these statements regarding the Summer Olympic Games in Tokyo?

*Demographic differences are based on ‘Agree (Net)’

  • I admire Simone Biles in admitting that mental health challenges are behind her decision to withdraw from multiple Olympic events
    • 63% Agree [Net]
      • 57% Male
      • 68% Female
    • 44% Strongly Agree
  • I think it was a good decision to add events such as Skateboarding, Surfing, and Sport Climbing to the Olympic Games
    • 51% Agree [Net]
      • 63% Gen Z
      • 81% Millennials
      • 51% Gen X
      • 39% Baby Boomers
    • 27% Strongly Agree
  • My interest in these Olympic Games just isn’t there due to all the disruptions caused by COVID-19 going back to last year
    • 41% Agree [Net]
    • 18% Strongly Agree
  • My interest in the Games has been significantly reduced after Simone Biles withdrew from several events
    • 23% Agree [Net]
      • 33% Gen Z
      • 28% Millennials
      • 21% Gen X
      • 16% Baby Boomers
    • 9% Strongly Agree


A Vaccine Update

90% of U.S. Adults that have already received at least one dose of the COVID-19 vaccine are likely to get a booster shot in the coming months should the CDC/health community recommend it.

This sentiment is far higher among Democrats (95%) than Republicans (83%).

Alternatively, of those U.S. Adults who have not yet committed to get the vaccine, 62% say that a formal approval from the FDA would make a difference in their likelihood to receive the shot. 27% would be more likely to receive it, with an additional 36% continuing to be hesitant, but more receptive to the idea.

The remaining 38% (12% of the overall adult population) would be unmoved in their stance to not get vaccinated.


The Latest on Consumer Confidence

*Comparisons against data collected 4 weeks ago, between June 25th – 27th, 202

ENGINE Insights developed a proprietary ‘Consumer Confidence Index’ with the benchmark wave collected March 19-21, following passage of the American Rescue Plan Act of 2021. To date, our index has produced a high-water mark of 106, during the period of April 2-4.

Our most recent index registers at 95, an all-time low in consumer confidence since our benchmark wave.

  • Using our most current index, young adults are notably more confident than their older counterparts on both present conditions and future expectations.
    • Overall Consumer Confidence
      • 95 (-7) – U.S. Adults
      • 106 – Gen Z
      • 102 – Millennials
      • 93 – Gen X
      • 87 – Boomers
    • Current conditions
      • 100 (-6) – U.S. Adults
      • 114 – Gen Z
      • 107 – Millennials
      • 97 – Gen X
      • 93 – Boomers
    • Future expectations
      • 92 (-7) – U.S. Adults
      • 102 – Gen Z
      • 100 – Millennials
      • 90 – Gen X
      • 83 – Boomers

Contact us to learn more about our Consumer Confidence Methodology!


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.