How Covid-19 Shook the Consumer Mindset | Part 3

In part three, we dissect the mindset of who we call ‘Precarious Worriors,’ those most likely to be hunting headlines to relieve worry and stress.


The third pack of consumers are known to feel most burdened by the Covid-19 pandemic. The Precarious Worriors, who make up 14% of the population and attract Gen Z and Millennial females, tend to fret significantly more than others about the state of our world which bleeds into nearly every aspect of their life, leaving them frustrated, confused and generally overwhelmed. These feelings leave Precarious Worriors following rules to the letter. They constantly consume news to relieve concerns about present and future stability, from scrolling the web to streaming a radio show. And research by the Publishers Audience Management Company shows they are not alone, with news consumption in the UK at a record high this year – 35% about last year’s news readership figure.

And whilst many globally have cut costs during the pandemic as a result of job insecurity or sadly complete job loss, Precarious Worriors take extreme saving measures – precautionary measures – in case of an unlikely emergency. Because of their likelihood to worry unnecessarily and make changes accordingly, they would appreciate additional guidance from authorities like financial institutions, similarly in the way they receive support from the news.

More generally, but particularly because of the lowered confidence brought on by the pandemic, this pack would benefit from words of affirmation to ease nervousness during this trying time. Brands operating in the financial sector for example, have a unique opportunity to communicate better than ever with this group. By targeting a platform these individuals already trust, and sharing digestible and detailed content could alleviate some of their worry – or at the very least would be a start. Because this consumer body feels burdened and overwhelmed, brand messaging which aims to redirect emotion could ultimately free their mind from added worry and stress.

Coming up next in the series, we’ll analyse the Troubled and Trusting, also known as the sandwich group.