ARF: How Covid-19 is affecting public attitudes [Webinar recording]

Every crisis is unique, but every crisis also has antecedents in history – especially with regard to the crisis’s effect on public opinion. In some ways, the current moment is similar to 9/11 in that it involves charged emotions and fears that go beyond those associated with a mere economic downturn. After 9/11 appeals to patriotism and to solidarity with victims and first-responders resulted in a short-term “rally-round-the-flag” sentiment. Now, a global pandemic plus nationalist rhetoric is leading to some mixed messages and contradictory emotions. “We are all in this together,” coexists with, “I am on my own and need to look out for my family.” Protect the herd and at the same time accept the fact that the vulnerable will die.

How do the contradictions and dichotomies present today in the public discourse affect how people are reacting to the crisis? How might these contradictions affect their responses to marketer messages? How are opinions and responses differing by age, political outlook and level of trust in institutions? What can we learn from responses to previous traumas and crises and how might that inform our expectations for the speed of recovery of consumer confidence?

The Advertising Research Foundation is bringing together two organisations that have been at the front lines of opinion polling during times of crisis: Ipsos and NORC. This is your opportunity to hear Ipsos’ Clifford Young share new polling data about the public health and economic concerns and insight into what Covid-19 might mean for public opinion and values going forward.

To register now, please visit the ARF website.

Or, view Cliff’s portion of the recorded presentation now.

Speakers :

  • Clifford Young, Country Service Line Leader, Public Affairs, US
    Cliff Young is President of Ipsos' Public Affairs team in the US, and also leads global election and political polling risk practice. His research specialties include social and public opinion trends, crisis management, corporate and institution reputation, and election polling. Cliff is considered an expert on polling in emerging markets, as well as polling in adverse and hostile conditions, and has polled on over 100 elections around the world. Cliff earned his BA from the University of Illinois at Urbana-Champaign and did his graduate work at the University of Chicago (MA and PhD). He trained in survey sampling at the University of Michigan and in political psychology at Stanford. Cliff is also an adjunct professor at Johns Hopkins SAIS and an instructor at both Columbia University SIPA and University of São Paulo where he teaches courses on public opinion and election forecasting.