P&G alum’s firm finds consumer views on advertising, spending altered by pandemic

As featured in

Consumer views on advertising, shopping, dining out and attending events have changed significantly as a result of the Covid-19 pandemic, according to a nationwide survey by a Greater Cincinnati firm led by a former brand manager for Procter & Gamble Co.

As the pandemic continues, consumers increasingly want to see advertisers play a positive role in addressing it, according to the survey by Acupoll Precision Research Inc., which is based in Clermont County’s Miami Township.

About 90% of consumers want advertisers to change their commercials – and how their companies operate – because of the pandemic, said Jeff Goldstein, president of Acupoll and a former brand manager for P&G’s Pepto-Bismol upset stomach reliever.

“It includes being compassionate and helping the community, whether that’s through producing goods that first responders need or donating to the people who need it most,” Goldstein told me. “They recognize that companies and brands can help us get through this crisis.”

Acupoll is one of the largest market research firms in Greater Cincinnati. Its dozens of clients have included Procter & Gamble, said Goldstein, who worked for the consumer goods company from 1988-95 and rose to be P&G's manager for corporate new ventures. He subsequently founded the local chapter of the P&G Alumni Network.

The Cincinnati-based maker of products such as Charmin toilet paper (NYSE: PG) spends about $10 billion on marketing annually, making it the world’s largest advertiser.

Consumers surveyed by Acupoll would like brands to acknowledge the coronavirus crisis in commercials and encourage social distancing and hygiene practices to help prevent spread of the respiratory illness.

They also want to see how businesses are helping the community, Goldstein said.

P&G, for instance, has donated tens of millions of dollars so far in products and cash to combat COVID-19. That includes making face masks and hand sanitizer for its employees as well as hospitals and relief agencies around the world, and the company is also making and donating face shields for medical workers.

When looking to buy products right now, the top three priorities of consumers are health/well-being, taking care of families and saving money, according to the survey.

“A tremendous amount of people are feeling pain both in employment and in spending,” Goldstein said.

“I think one big observation is there are elements of optimism and elements of positives even in the midst of a terrible crisis,” he continued. “People are inspired by how companies are stepping up, they are getting closer to their families, they are resorting their priorities in life.”

In addition, those surveyed indicated they appreciate politicians are getting some things done, and it’s bringing parties together, Goldstein said.

The nationwide survey of adult men and women in the United States had a margin of error of 3%, Goldstein said. It involved more than 3,000 consumers who participated in online surveys March 18, March 24 and March 31.

Asked to specify products they regard as heroes amid the pandemic, consumers cited the Internet, hand sanitizers and wipes, toilet paper and food.

Brands that garnered such kudos included Netflix, Amazon, Zoom, Clorox and Lysol. Also getting shout-outs were grocery store employees, health care workers and delivery people.

Consumers were just as likely to say they were tired as to mention they felt happy amid the pandemic, but they’re increasingly bored, the results show.

Since most people are staying home because of government ordered shutdowns, they are spending more time cleaning, watching new TV shows or movies, exercising and cooking as well as using social media.

Nearly half of consumers have a greater appreciation of activities they can’t do anymore, such as dining out, travel and visiting friends. They also have a new appreciation for grocery pickup or delivery.

The potential for an economic rebound for the most distressed sectors of the economy is evident in that many consumers are looking forward to splurging when things return to normal, according to Acupoll.

Top answers for the first thing they would be inclined to do were dining out (23%) and taking a vacation or trip (19%).

However, about 20% of those who used to participate in activities such as dining out plan to do less, and that also goes for travel, shopping in stores, attending sports events or performances or engaging in sports or leisure activities. Some of that might be because of financial uncertainty, but customers might also be seeking assurance such activities are safe, according to Acupoll.

Priorities are likely to shift for 80% of consumers after the coronavirus crisis ends, but the survey found how they would shift could differ significantly. About half want to enjoy or accomplish things they haven’t before. The other half wants to be more prepared – including on the financial and health fronts. 

“It’s important for companies and branded marketers to monitor these kind of trends and understand the evolving landscape with the consumer,” Goldstein told me.

“These are point-in-time opinions, which is partly why we are continuing to re-field this study every week or two for the next several months with at least 800 consumers nationally,” Goldstein said. “We’re investing to monitor how these change. Some of these things may improve, not just when we reopen (the economy) but as other health situations change – like when antibody testing becomes available or certainly when the vaccine comes out.”

To read the Acupoll report, click here.

By Barrett J. Brunsman – Staff reporter, Cincinnati Business Courier