Leger, in partnership with lg2, is proud to present the third wave of our three-part study about how Canadian consumers’ habits and behaviours are changing due to the COVID-19 crisis. We conducted the study at the onset of the crisis, mid-crisis, and again as social distancing measures are relaxing.
This study is the fruit of the collective expertise of Leger and lg2: on one hand, you will have a direct line to the voice of consumers with related analyses of raw data and, on the other hand, a more empathetic reading of the numbers to help identify their impact on the transformation of business dynamics.
This study answers the following questions:
- Which consumer behaviours have emerged, thrived (frequency or expenses) or conversely, were abandoned during the crisis?
- Do consumers intend to maintain their new consumption habits on a regular or occasional basis after the crisis, or on the contrary, do they intend to return to their old habits?
- What are some of the irritants that consumers experience with these new behaviours?
- What are consumers’ attitudes towards the crisis in the different spheres of their lives: housing, food, entertainment, etc.?
- [NEW FOR WAVE 3] What are the reasons why consumers want to maintain certain behaviours (online and other behaviours) after the crisis?
- [NEW FOR WAVE 3] Should the health and safety measures put in place in businesses be adopted on a temporary or permanent basis? Do they generally represent an incentive or a constraint when it comes to the in-store experience?
- [NEW FOR WAVE 3] What is the impact of the crisis on the criteria for choosing a business?
- [NEW FOR WAVE 3] What are Canadians planning to do for their vacation over the next few months?
KEY FINDINGS OF THE STUDY
> 91% OF CONSUMERS SAY THAT THE PANDEMIC HAS CHANGED THEIR CONSUMPTION HABITS AND BEHAVIOURS.
> SIX AREAS OF CHANGE CHARACTERIZE THE NEW CONSUMER
- Caution, health and safety– Consumers’ expectations are high, and they are even more demanding of businesses than they are of themselves.
- Digital switchover– There is a real opportunity for companies to expand their online presence over the long term, or to optimize in-store and online journeys to ensure a better overall integration of the customer experience.
- Redefining the pace of life and living spaces– While for many the crisis has brought its own set of challenges and issues, it has also allowed many Canadians to take the time to refocus and rethink their priorities.
- Financial awareness– While consumers want to develop good habits for managing their personal finances over the long term, the crisis is also having a direct impact on their purchasing decisions.
- Responsible consumption– Consumers are taking responsibility by buying locally, but also by placing greater importance on eco-responsibility and the social and community involvement of the brands they decide to encourage.
- Increased autonomy and creativity– The post-crisis consumer will be more autonomous and creative than before.
- Web survey of 4,015 Canadians, including 2,007 in Quebec, 803 in Ontario and 1,205 elsewhere in Canada.
- The survey was available in English and French.
- Data collection took place from June 15 to June 24, 2020.
- In order to be representative of the study population, the results were weighted according to the respondents’ socio-demographic profile based on the following variables: gender, age, mother tongue, region, presence of children in the household and level of education.
- 61 behaviours were evaluated.
INTERESTED IN LEARNING MORE ABOUT THIS STUDY?
WATCH OUR WEBINAR
Christian Bourque, Executive Vice-President, Leger, and Keith Barry, Partner, Vice-President, Strategy, lg2, presented the results of this study and answered questions.