8 Social Insights That Helped Define an Extraordinary Year

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1. Moving From ‘Me’ to ‘We’

Early in the pandemic, people found solace in solidarity with others. By social distancing and taking other safety precautions, they worked to curb the spread of the virus. Top Twitter trends turned to the increasing need for more medical supplies and the immense burden placed on healthcare systems and essential workers. This mentality was echoed in global community research, as people around the world moved beyond the “me” to the “we” in order to navigate trying times.

2. Brands as a Bridge to Better

Early on, people also took to social media to support brands contributing to the greater good. Brand trust became linked to safety and innovation, as people voiced appreciation for companies who were updating their policies to better serve consumers or donating money and supplies to frontline workers. Global community respondents called on brands to go further by taking action impacting positive change for the future, from healthcare to the economy, politics, social issues and the environment.

3. Say Cheese!

Food has been a major indicator of the way people have been feeling. From stockpiling and panic buying to the rise of the home chef, COVID-19 affected food preparation and eating habits around the world. In the U.S., this year’s emotional rollercoaster led to various coping mechanisms expressed online, but one topic has been a constant – cheese. As one social media user put it, “Times are rough, depression can be crippling, but at least I’ve got cheese.”

4. A Holistic View of Wellness

As summer approached and Americans grappled with rising case counts, the focus shifted away from indulgences. Top social media words and hashtags trended toward summertime health and wellness. Community conversations reflected the growing importance of self-care. “I watch what I eat, exercise regularly and make sure I take time for me,” said one community member. “Self-care is not selfish,” offered another. “You need to take care of yourself to serve and love others at the highest level.”

5. Staying Connected

Video games quickly gained popularity and joined streaming services, like Disney+ and Netflix, as primary sources of entertainment. This trend was reinforced through entertainment social conversation volume as topics morphed from baking and cooking in April to gaming in June and July. By October, one-in-three online community respondents said free-time activities involved TV, games, streaming services, social media or online shopping.

6. Life Hacks

Creativity in the form of various life hacks and brand innovations reigned in 2020 as people adapted to COVID-19 disruptions. From viral TikTok snacks and food hacks (pancake cereal and whipped coffee, anyone?) to creating workspaces at home and reimagining holiday traditions, people’s resilience in the face of adversity led to opportunities for brands to identify and act on needs and tensions, fueling innovations that will better serve consumers.

7. Positive Momentum for Change

After the death of George Floyd on May 25, social justice and protest conversation amassed five million mentions in two weeks, with a peak on June 1 overtaking conversation volume about COVID-19 and largely linked to support of the Black Lives Matter movement. While anger and sadness were present in the discussion, other emotions that came up were support and generosity – signaling hope, positivity and a path for meaningful change. Reuters/Ipsos polling reinforced this sentiment when it found that 73 percent of Americans – including 59 percent of Republicans – approved of the peaceful protests.

8. Actions Speak Louder Than Words

The twin crises of coronavirus and racial injustice in 2020 prompted many brands to weigh in on the heavy issues affecting the world. While consumers see messages of brand solidarity as important, Ipsos research shows they are rarely effective without concrete actions. Authenticity emerged as a key attribute driving positive response in social media.

When Patagonia launched an election-infused clothing line with the tagline “Vote the A*holes Out,” the move was largely seen as aligned with the company’s commitment to environmental activism. Support for brand activism is polarized along age, ethnicity and political affiliation, making it important for brands to stay close to key audience sensibilities to take actions that resonate.

What does this mean for 2021?

Despite highs and lows, extreme disruptions, and a rollercoaster of emotions, the 2020 social conversation produced a current of positivity and hope. But the U.S. is still being ravaged by coronavirus and Americans are polarized over many issues, including the new vaccine.

In a recent Ipsos Fresh Lab Syndicated U.S. Online Community survey, 91 percent of respondents felt that listening to what consumers want or need from a brand is important to being a great brand. Customers in 2021 will see the world being reshaped; brands should stay close to human experiences that can guide actions and innovations that consumers expect from brands they trust.

Download the report for more insights related to each of the eight themes.