WINS COVID-19 Societal Impact Project

THE COVID-19
SOCIETAL IMPACT
PROJECT
A
WHITMAN INSIGHT STRATEGIES
INITIATIVE

1
About CSIP
The COVID-19 Societal
Impact Project (CSIP) seeks
to utilize the power of public
opinion research to examine
and understand important
societal changes unfolding
during the COVID-19 era

Topics Explored
2
Racial & Societal
Justice
The Economy
Institutional
Reform
Health & Safety Crisis/Quarantine
Coping Rituals
Salience (or lack thereof) of
Public Health Communications
Shifting
Media Habits
Real Expectations of Corporations,
Brands, and Political Leaders
Our findings so far consist of one poll conducted May 13-15, 2020 among a representative sample of 1,011 U.S. Adults ages 18 or
older, and a second poll conducted June 2-4 among a representative sample of 500 U.S. Registered Voters ages 18 or older
Mental Health
Work from Home
Perspectives

5
say that right now, it
feels like they’re living
in an “in-between”
83%
Source: WINS CSIP May 13-15, 2020

People are scared, anxious, and depressed - an implication toward the
deeper Mental Health crisis we’re starting to see and combat ahead
6Source: WINS CSIP May 13-15, 2020
69% feel like life is getting harder
67% feel sad
63% feel afraid
60% feel like things are spiraling out of control
60% feel depressed
58% feel angry
"We're really in the acute
phase of a trauma, and the
physical and medical footprint
that [COVID-19] will leave is far
smaller than the psychological
footprint that will be left in the
sand of this disaster.“
- Dr. Briana Mathews on Society Behind the Stat

They are feeling worse about many aspects of their lives
7
46%
40%
33%
32%
31%
33%
29%
Feel worse about this since COVID-19 began Feel better about this since COVID-19 began
18%
19%
15%
17%
18%
21%
18%
Health and safety of my
family or loved ones
My safety
My ability to pay for long-
term care costs in the future
My ability to retire
when I want to
My diet/eating habits
My physical health
and fitness
My mental health
Net -28%
Net: -21%
Net: -18%
Net: -15%
Net: -13%
Net: -12%
Net: -11%
30%
25%
27%
27%
23%
16%
16%
20%
17%
20%
20%
18%
21%
26%
My job security
My relationships
with friends
My relationships with
family I don’t live with
My career
My ability to access
affordable healthcare
Net -10%
Net: -8%
Net: -7%
Net: -7%
Net: -5%
Net: +5%
My relationships
with co-workers
My relationships with
family I live with
Net: +10%

Coping Rituals during the COVID-19 Pandemic
8
Entertainment Wellness Connecting
74% following the news
72% watching network/cable TV
70% listening to music
63% browsing on my smartphone
60% streaming TV shows/movies
41% playing videogames
32% listening to podcasts
86% washing my hands
78% cooking meals at home
76% going outside
76% wearing a mask out in public
76% sleeping
72% peaceful “alone time”
65% exercising
82% speaking to friends/family
58% social distance “meetups”
55% using social media
54% playing with your pet(s)
48% talking to loved ones about your
financial future
47% interacting with co-workers
27% attending a virtual happy hour
Q. How important are each of the following in helping you cope and get by during the COVID-19 pandemic? (% Important)

Coping Rituals during the COVID-19 Pandemic
9
70% listening to music 78% cooking meals at home
Q. How important are each of the following in helping you cope and get by during the COVID-19 pandemic? (% Important)
“A lot of us might be thinking
about the fun experiences we
had [before COVID-19], and
sometimes a song can take you there
to relive it. People are going through all
the emotions right now, and sometimes
when you put on a song it’s that friendly,
familiar voice. It can be like a warm blanket.”
- DJ Novena Carmel on Society Behind the Stat
“Cooking is an agency for
coping to get by on your own.
It’s also coping because it’s a
selfless way to provide love for
others. It’s a way of passing along
your heart and care.”
- Chef Bryan Disanto on Society Behind the Stat

Vast majorities are not ready to resume what were once normal activities
10
70% 66%
59% 61% 63%
48% 48%
33% 39%
27% 24% 26%
19% 21%
27% 24% 21%
31% 30%
41% 31%
40% 42% 35%
89% 87% 86% 85% 84%
79% 78%
74%
70%
67% 66%
61%
Go on
a cruise
Fly
internationally
Fly
domestically
Go to a
sporting event
Go to a
concert
Send my kids
back to school
Go to bars and
restaurants
Resume
normal life
Get a
haircut/my hair
done at a salon
or barbershop
Go shopping
at stores
See friends and
family I have not
been living with
Go back
to work
Not ready to do this Would like to do this, but I'm nervous

The public felt the impact of the economy, but also saw that there was no
clear or safe plan to reopen without massive spikes in COVID-19
11
87%
86%
76%
72%
71%
71%
64%
48%
Increasing violence in the United States
The impact of COVID-19 on the Economy
The impact of COVID-19 Americans' health
That the reopening of states will lead to a spike in more COVID-19 cases
No clear plan for safely reopening the country
No clear plan for getting Americans back to work
Businesses, restaurants, and other public places opening to soon
Businesses, restaurants, and other public places not opening fast enough
Source: WINS CSIP June 2-4, 2020
How worried are you about each of the following?

12
20%
43%
feel the worst
is behind us
feel the worst is
yet to come
Many felt the worst was yet to come…
12%
52%
feel the worst is
yet to come
37% feel the worst is happening right now
36% feel the worst is happening right now
On Americans’ Health
On the Economy
feel the worst
is behind us

And they were correct
13Source: COVID Exit Strategy
Tracking states’ spread of COVID-19,
hospital capacity, and level of testing shows:
• 37 states trending poorly or worse
• 8 states caution warranted
• 5 states trending better
Source: COVID Exit Strategy from August 17, 2020
Measurements based on Cases, Hospital Occupancy, and Testing Availability

An invisible virus that doesn’t care about money or status is acting as
the greatest accelerant of inequality in our lifetimes
14
71%
say, as usual, in times of
crisis the rich will profit,
and the rest of us will suffer

These past few months have led to a
mass “Rethink” of previously held ideas
16
79% say the COVID-19
pandemic has opened their eyes
to major cracks in American
society and government
68% say COVID-19 has made
them start rethinking things in
their lives
52% say the COVID-19 crisis
has led them to question some of
their pre-existing political views

Frustration is growing across the country, as COVID-19 acts as both a
disruptor and an accelerator
17Source: WINS CSIP June 2-4, 2020
The COVID-19 pandemic, lockdown, and economic downturn is fueling...
86%
say it’s fueling
frustration
66%
say it’s fueling
violence
59%
say it’s fueling
racial tension

America fundamentally supports the protests
18Source: WINS CSIP June 2-4, 2020
93% say that
all people have a
right to protest
88% say that
people have a right to
be mad about the
death of George Floyd
and what it means for
the Black community
74% support
the George Floyd
protesters (compared
to 44% who support the
protestors to reopen
the country)

Local government and Black Lives Matter lead the pack on response
to the death of George Floyd and the Protests
19
76% 73%
67% 65%
59% 56% 53%
49% 49% 48% 48% 46% 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Your Local
Government
Leaders
Your State
Government
Leaders
Black Lives
Matter
The Police The
Protesters
Joe Biden The
Democratic
Party
Vice
President
Mike Pence
The News
Media
Attorney
General
William Barr
The
Republican
Party
Congress President
Donald
Trump
Q. Here is a list of leaders, organizations, and institutions. In your opinion, please tell us if each has done almost all of the right things in responding to the death of George
Floyd and the protests, mostly the right things, mostly the wrong things, or almost all the wrong things in responding to the death of George Floyd and the protests.
Done The Right Things in Response to the Death of George Floyd and the Protests

People recognize that this moment can be a turning point for our
country, but very few think a lot will actually happen
20
81%
12%
This moment can be a real turning point in our
nation's long journey to live up to our highest ideals
A lot will change in the next year to combat racism
against Black people in America
*

Embracing and going beyond allyship
21
75%
say Black people in America
need more than allies, they
need others to roll up their
sleeves and help

A New Form of Activism
22
“The amount of times that I have heard, ‘oh you’re
only 19, you don’t really know, you’re just a kid.’ I’ve
done the learning. I’ve done my research so I do
know what’s happening. And that’s why I’m out
here in the streets. That’s why I’m fighting. That’s
why I show up to the Black Lives Matter marches.
It’s because I’ve done the research and I see what’s
going on, and I see the change that has to be
made – and no one will listen unless we push.”
Gen Z Activist Aleysha on
Society Behind the Stat

Majorities believe that Trump is sowing more racial tension and violence
23
38%
Trump's words
and actions over
the past week
will lead to a
safer America
62%
Trump's words
and actions over
the past week
will lead to a
more violent
America
35%
Trump has done
more to comfort
Black people in
America in the days
following George
Floyd's death
65%
Trump has done
more to make
racial tensions
worse in the
days following
George Floyd's
death
Trump Has Worsened
Racial Tensions
Trump’s Words & Actions Will
Lead to a More Violent America

Looking ahead to November, a majority of Americans trust Biden more
on a variety of issues
24
43%
39%
45% 46%
57%
61%
55% 54%
Protect Americans' safety Improve the lives of Black people in
America
Deal with the public health crisis as a
result of COVID-19
Deal with the economic crisis as a
result of COVID-19
Trump Biden
Source: WINS CSIP June 2-4, 2020 for Americans’ safety & lives of Black people in America | WINS CSIP May 13-15, 2020 for Public Health Crisis & Economic Crisis
Who would you trust more as President to…?

Confidence in People or Institutions to Handle COVID-19 Going Forward
26
86%
78% 76% 74% 74% 73% 71%
64% 64% 63% 63% 62% 60%
52% 52% 50% 49%
42% 41%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How much confidence do you have in the following people or
institutions to deal with the COVID-19 pandemic going forward?

57% 56% 53% 51% 49% 49%
45% 44% 42% 41% 41% 38% 36% 33%
30% 30%
27% 25% 24%
People want leaders who prioritize health and safety, responsibility,
accountability, communication, and transparency
Q. If you had to choose the top 3 qualities and actions that leaders in these fields should focus on now in the wake of COVID-19, which would they be? (%Top 3 Rank)
What is more important for leaders to focus on now, in the wake of COVID-19?
They favor caution over boldness, a roadmap over changing direction, and a long-term focus over staying the course

Desired Leadership Qualities & Actions for Brands/Politics/Health/Work
Q. If you had to choose the top 3 qualities and actions that leaders in these fields should focus on now in the wake of COVID-19, which would they be? (%Top 3 Rank)
Brands/
Business Leaders
Political Leaders Health Officials
Leaders at Your
Company
Health and Safety Health and Safety Health and Safety Health and Safety
Looking After
Employees
Responsibility/
Accountability
Communicating
Looking After
Employees
Responsibility/
Accountability
Communicating Being Careful Communicating
Going “Back to Normal”
Roadmap for
What’s Next
Responsibility/
Accountability
Being Careful
Communicating Transparency
Roadmap for
What’s Next

Desired Leadership Qualities & Actions for Brands
Q. What does this idea mean to you when it comes to Brands and Business Leaders?
Brands/
Business Leaders
Health and Safety
Looking After
Employees
Responsibility/
Accountability
Communicating
“They need to make sure their employees and customers are kept safe”
“Making sure employees are safe from the virus and protected from job loss”
“Standing up and taking care of others”
“Get us back out there, but safely.”
“I want to hear what they’re doing and why.”

Desired Leadership Qualities & Actions for Health Officials
30
Health Officials
Health and Safety
Communicating
Being Careful
Responsibility/
Accountability
Roadmap for
What’s Next
“Keeping all people safe and updated on what’s going on with the virus and
how we can help each other.”
“Tell us what is going on and what it means to you.”
“Show how everyone can do the things they need to by being careful, but also
they need to be careful and not make people panic so much.”
“Being accountable for what you haven’t done as well as what you have done.”
“It lets people know there is a future. It's important for people to know we aren't
stuck like this forever.”
Q. What does this idea mean to you when it comes to Brands and Health Officials?

Desired Leadership Qualities & Actions for Leaders at Your Company
31
Leaders at Your
Company
Health and Safety
Looking After
Employees
Communicating
Being Careful
Q. What does this idea mean to you when it comes to Leaders at Your Company?
“Keeping things so the COVID-19 does not affect any of their employees and taking
responsibility if their actions cause their employees to be in poor health with the virus”
“Ensuring employees can still afford to live during this crisis, keeping their health insurance,
and communicating how and when we can return or what we can do to continue to work.”
“A clear understanding of what we will do and where we are going to get back to normal
as quickly and as safely as possible.”
“Always think first about the health of the employees over the profit of the company.
With out the health of employees, there is no company.”
“Going back to normal means I'm working and being productive. It means I can make
money and pay my bills.”

47%
of workers moved to
work-from-home as a
result of the COVID-19
pandemic

While work from home may become increasingly ubiquitous, employers
will need to meet employees where they are
33
49%I can’t wait to get back to
my job and work at an
office/outside of home
51%I prefer working from
home compared to my
office
Among Employees who have moved to Work-From-Home during COVID-19Source: WINS CSIP May 13-15, 2020

The gap between what people feel is important for companies to do and
what companies have actually done is enormous
34
My employer has done this in response to COVID-19 Important for Companies to do in the wake of COVID-19
49%
36%
30%
16%
23%
28%
12%
11%
91%
89%
88%
85%
84%
84%
83%
82%
0% 20% 40% 60% 80% 100%
Do everything possible to keep their employees safe
Do everything possible to retain employees and prevent layoffs so
that people don’t lose income and health insurance in the middle of
a pandemic
Be open and transparent about discussing business realities and
plans (e.g., taking government bailout money, furloughs and layoffs,
shutdowns, bankruptcies, etc.)
Re-purpose parts of their business to make a direct impact on the
COVID-19 fight (e.g., fashion companies making masks for health
workers, auto manufacturers producing ventilators, etc.)
Offer better pay and benefits for essential employees who are
risking their health and lives to go into work during the COVID-19
pandemic
Communicate with customers to let them know how they are
responding to COVID-19 challenges
Offer sales, discounts, or flexible payment terms during these
challenging times
Contribute financially to the fight against COVID-19 (e.g., donating
to organizations making a difference)

Communicating
During COVID-19
35

Public Health is more top of mind and more personal than it was before
36
72%
say public health
initiatives and policy are
more personal now
compared to before the
COVID-19 pandemic
“I’m really concerned about the government's
response to COVID-19 and how it affects the
health and safety of the public.”
“I am finding that the scary truth is that there is
no public health policy in this country.”
“More than ever I’m thinking about how public
policy is very important to protecting the health
of our citizens.”

Public Health communications so far have been a disaster
37
62%
say it is confusing
and difficult to
follow what health
authorities are
telling us about
COVID-19
81%
are following
news about
COVID-19 on
a daily basis
…but

Companies that have stood out positively during COVID-19 so far
38
Who has stood out in Helping
You Connect With Others?
Who has stood out in Making
You Feel Calmer and Safer?
Who has stood out in Making
You Feel Optimistic?
Coded from Open-End Responses
Who has stood out as
taking a Leadership Role?
1
16%
2
15%
3
9%
4
8%
5
6%
1
15%
T2
12%
T2
12%
4
11%
5
10%
1
16%
2
14%
3
7%
4
6%
5
5%
1
13%
2
12%
3
5%
T4
4%
T4
4%

39
72%
of Americans say the
ads they see from
companies during
COVID-19 all say the
same thing

Moving from Brand Purpose to Corporate Activism
“It’s no longer about telling a story about purpose because you
want to — it’s about taking real action because you have to.
And although the last month represents a tipping point, the
conditions for this seismic shift from Brand Purpose to Corporate
Activism on political issues have been brewing over time.”
40

Additional CSIP Resources
42
Articles
Scott Kotchko authors The (New)
New Rules for Corporate Activism,
with more articles to launch on
Medium and our microsite across
various topics, from our entire
WINS team
Interviews
Bernard Whitman has been
talking about “The Great
Rethink” that we’re all living in
now, and anticipate to be living
in for some time. He recently
spoke about it with Monica
Berg, an author and “change-
addict”, on Instagram Live.
More video content to come
from Bernard on this topic.
Podcast
Adam Math recently launched a new
podcast that he co-hosts with Scott. Each
episode they feature one data point or
statistic, and then speak to a relevant guest
about her or his lived experience. Four (4)
episodes are up on Cooking as Coping,
Gen Z Activism, Music, and Mental Health &
Resilience – with more episodes to come.
Available on Apple, Spotify, or wherever
you get your podcasts.
Political Commentary
Matt McDermott has been talking
politics in the “COVID-19 Era” and
recently got some good media pickup
on CNN and the Washington Post, while
also making panel appearances on a
digital politics show in NYC.
Visit our microsite wins-csip.com for updates and new content

43
THANK YOU
Scott Kotchko
skotchko@whitmanstrategies.com
Adam Math
amath@whitmanstrategies.com
Bernard Whitman
bwhitman@whitmanstrategies.com

WINS COVID-19 Societal Impact Project

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