This is the 8th insights digest of Segmanta’s Life During COVID-19 study. We conducted research in the US and the UK to understand how the recent pandemic has impacted consumerism, personal relationships, the job market, along with general beliefs and concerns during this unusual time. More than 2,000 respondents completed the survey.


Although the COVID-19 madness is nowhere near behind us, people already started to plan what their lives will be in a post-pandemic world. Inevitably, the pandemic has caused tremendous worries and fears amongst other complicated emotions. 

We asked 2,000 respondents about their major concerns regarding the days to come. The three biggest concerns cited amongst respondents are more outbreaks of the notorious COVID-19, their government’s competence, and the safety of their children in going back to school. 


“Will there be another wave of the outbreak?”

The last thing most people want is another wave or repeated outbreaks of the pandemic. 78% of respondents from the U.K. and the U.S. share this same fear. Many have suffered a devastating loss and unfortunately, we as a society are learning the hard way that we were not prepared for such a fast-paced deterioration of our public health and economy. Many long for their pre-pandemic lives to return soon, although it is unlikely since cautious measures are needed to prevent future outbreaks, in the absence of a vaccine or effective medication therapies.

“Can I trust my government to handle another crisis like this?”

The American respondents are 23% more likely to worry about their government’s competence in dealing with a crisis like COVID-19. As shared in an earlier article, U.S. respondents are generally less satisfied with their government compared to UK respondents. Governments around the world face plenty of challenges in containing the virus and keeping their country’s economy moving forward. 


“Is my mental health strong enough for the next crisis?”

When considering the near future, U.K. respondents rank mental health concerns higher than concerns about the safety of their kids returning to school, whereas US respondents rank children’s safety in school higher compared to mental health concerns. 85% of our respondents identify as mothers, which may lead to increased sources of stress during COVID-19, such as childcare responsibilities, management of working from home, distance from family members, exposure to devastating news on media, etc. In addition to external sources of stress, many are coping with mental health issues such as anxiety, depression, isolation, and more, that are either caused or magnified by the pandemic.

Family Financials And Job Security

According to our study of moms across the U.S. and U.K., the financial security of families is less of a concern, which is surprising considering that COVID-19’s economic impact has directly affected the quality of life for most. As millions of workers are being laid off or furloughed, the threat of maintaining family finances and secure jobs is causing many economic and societal issues. Governments now seek to assist in reversing and improving the current turmoil. 


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The pandemic changed our way of living, working, and thinking. Research by YouGov suggests that after the outbreak of COVID-19, many more people show deep concern over their futures, including themselves, their families, the economy, and public health. Together in the crisis, many people seek to unite as a community, instead of as individuals. 

Even though we may be socially distant and concerns about our future growth, the spirit of togetherness will help us move forward. Brands now carry a new mission: to connect, to inspire, and to take action when the world faces shared challenges of the Coronavirus. As seen in many brand campaigns during COVID-19, spreading hope and care is what the consumers need the most at the moment.