New Meredith Corporation Study Shows Divergent Reactions Among Women to Life Amid COVID-19 And Predicts Lasting Impact of Pandemic on Consumer Behavior

One of the report's key results is that 7 out of 10 women will change their lifestyles after the pandemic, with 24 percent planning major changes from their pre-pandemic lifestyles. Below are some additional highlights.

FREMONT, CA: Meredith Corporation, the leading multi-platform media company reaching 95 percent of American women across every stage and every day of their lives, has declared findings from its landmark study on the impact of the COVID-19 pandemic on female consumers revealing that the pandemic will have a lasting effect on the behavior, outlook, and psychology of women across the country, with more than half (56 percent ) of women reporting that the pandemic has made them realize what is really important, namely family relationships and health. The multi-phase research study, titled, "The Post-Normal Consumer: Navigating an Uncertain Present & Future," combines quantitative and qualitative research to identify how women have been affected by the coronavirus pandemic. In reaction to the pandemic, women's preferences, lifestyles, beliefs, and shopping habits have all shifted, but there are some common trends, such as a general decrease in mental wellbeing, a tighter emphasis on savings, and a need for positive messages from brands, according to the study.

"The pandemic has not affected all women in the same way. In addition to factors such as age, race, and politics, psychological characteristics have played an important role in shaping the experiences and reactions of different groups of women," stated Dr. Joshua Ackerman, Associate Professor of Psychology and Marketing at the University of Michigan, who partnered with Meredith to produce the study. "Brands will face the need for a targeted strategy in reaching consumers to be successful in this 'post-normal' world."

One of the report's key results is that 7 out of 10 women will change their lifestyles after the pandemic, with 24 percent planning major changes from their pre-pandemic lifestyles. Below are some additional highlights.