UOK UK?

UOKUK?How the hearts and

minds of a nation are responding

to a crisis.

Issue 5

UOK UK? Issue 3

Can new hopes survive the fear?

2

UOK UK? Issue 5

Are we ready to feel free again?

UOK UK Intro

UO

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?Are we ready to feel free again?As lockdown measures ease, in England at least, and industry and commerce reopen their doors, we begin to rediscover some lost freedoms. So, how will we choose to use them?

On 11 May, the government announced a plan to ease lockdown conditions in England and a schedule for reducing lockdown over time. This was received with a wealth of media coverage dividing opinion on the advice that was given, the readiness of the country and the levels of risk involved.

In this edition of U OK UK? we explore whether people feel ready to take advantage of the eased restrictions. How will they balance personal freedom with concern for

their own or others’ safety? How might this balancing act impact their relationships with other people and brands?

We assess the extent to which this whole experience has caused us to prize our freedoms more highly, or at least to stop taking them for granted. And we ask whether the nation still has confidence in the powers that decide them. Are we comfortable about the speed and scale with which they can now grant and withdraw our liberty?

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U OK UK? Intro

Research methods.

UO

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?O

mni

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Sampling a nationally representative panel of 1,000 respondents.

1 Mob

ile

Pane

lA countrywide panel gathering rich, detailed, emotional and experiential responses.

2 Net

- no

grap

hy

Online conversation across five key sectors: financial services, utilities, grocery, automotive and healthcare.

3 Lite

ratu

re

Revi

ew

Thought leadership from across academia, media and businesses.

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Exploring how people are feeling as they are forced to adapt to the changes in daily life caused by Covid-19.

Mys

elf

Understanding how enforced isolation and social distancing are affecting our basic human desire to connect with those closest to us – family, friends and neighbours.

Nea

rest

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eare

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Unpacking how people’s experiences of social environments outside the home (such as workplaces, neighbourhoods, clubs and social gatherings) are impacted by daily restrictions.

On

the

door

step

Examining how people are feeling and behaving towards brands and businesses as shopping and consumption, income and expenditure, and brand preferences all evolve in response to the pandemic.

Bra

nds

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uyin

gDiscovering what matters most to humans across the planet during this time, including shifting ethical values and beliefs, and attitudes and behaviours towards the planet and natural environments.

All

of u

s

Exploring significant changes to the cultural, economic and political systems that bind us as a nation, and mass and mainstream beliefs and behaviours.

Cou

ntry

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ide

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?Me, us and them.

U OK UK? Intro

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MyselfU OK UK?

Myself

4

In or out? It’s like Brexit all over again.

“I want lockdown to ease. Yet, I’m also slightly worried about a second wave. A balance needs to be struck… I trust my own instincts.”

Adeep, 21, London

“As law-abiding citizens, we will try to keep to government guidelines as much as possible. This will be balanced with how we genuinely feel about what is right and wrong... On my wife’s birthday, we took a short trip to walk along the coast – it was ‘essential’ for our mental health!”

John, 55, South Devon

“At the moment I am very content to strictly follow the guidelines. As the restrictions (hopefully) continue to be eased and more options become available, I will certainly start to exercise my ‘choice’ a whole lot more.”

Brian, 65, Sheffield

In England, at least, the recent shift in government messaging from ‘Stay at Home’ to ‘Stay Alert’ has opened space for personal interpretation.

In response to this new phase, people are using their own initiative to decide how much freedom they are comfortable with. After weeks of following the crowd and doing what they’re told, there’s a noticeable shift towards self-reliance and individualism – as people make the choices that are best for them.m

ysel

fU OK UK? Myself

5

Lockdown is liberation.

The lockdown has given many women more freedoms to explore their ideas of femininity, especially since 2D/digital styles of socialising have removed elements of ‘necessary performativity’ from their lives – meaning there’s less emphasis on

mys

elfU OK UK? Myself

their aesthetic. In response, some women are defining new, personal standards of ‘unconstrained femininity’ through clothing, beauty and personal care. Without fear of embarrassment or mistakes, experimentation may feel freer.

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of over-55s will continue lockdown until they get more information

Under-35s are

Only 22% of people are confident about going out after lockdown.

I feel confident and am excited about going out and about now that the government has removed lockdown

I am slightly hesitant about going out and about but I will start to do more to get back to normal

I am too nervous to go anywhere so will continue as if it was lockdown until I get more information

22%

55%

22%

mys

elfU OK UK? Myself

25%45%

Fear of freedom.

Confidence in going out and about

more likely to feel confident and excited about the end of lockdown

7

mys

elf

“Honey, I’m home.”

Never

Less than once a month

1–2 times a month

Once a week

2+ times a week

U OK UK? Myself

Pre-Covid-19 Lockdown Easing New normal

more of us now work from home at least once a week.

Compared to the pre-Covid-19 period,

more 25- to 34-year-olds and

more 35- to 44-year-olds intend to work from home at least twice a week when the ‘new normal’ arrives.

32% 83%35%

17%

35%23%

10%

4% 8%9%

8%

6% 5%8%6%

2% 3% 4%

60% 53% 53% 55%

How often do you work from home?

31%

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Nearest & dearestU OK UK?

Nearest & dearest

9

near

est

& d

eare

stShould I stay or should I go?

For some, the end of lockdown has brought the joy of seeing friends again. For others, the risks of increased movement remain too great. They will sacrifice personal freedoms to keep loved ones healthy.

Choices about who to see and where to go are dictated by a sense of responsibility towards them. Those who are most worried are taking things into their own hands and protesting... by choosing to stay at home!

“I am super happy about the lockdown easing. Although it doesn’t mean massive changes to me, the main thing is that I can now meet up with a friend socially, which will have a huge beneficial impact on my mentality at the moment.”

Zoe, 30, Bournemouth

“In all honesty, I will take the green light from the government to do certain things with a pinch of salt. At the end of the day, everyone’s situation is different. If the government were to open bars and pubs soon, someone who might live on their own/live with other low-risk people will want to take advantage of that, which is fine! But living in a high-risk household, it might take me a little longer to do things like that.”

Emma, 24, Essex

“For myself personally, it won’t be the government restrictions that stop me from doing most things, it will be my own cautious nature. I don’t want to put members of my family at risk and, as such, it will definitely be a very gradual movement back to normality for myself and my family.”

Sue, 54, Burnley

Nearest & dearestU OK UK?

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The uncertainty of the new, ‘flexible’ lockdown has resulted in conflict between family members with differing personal approaches to risk. Many families are finding that some members of the household are desperate for restrictions to end, while others are strongly opposed to putting themselves or their family at risk. This conflict is especially pronounced for the parents of teenagers, who are finding it increasingly difficult to keep their children ‘in lockdown’ when the law no longer confines them to their homes.ne

ares

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rest

Nearest & dearestU OK UK?

Family fault lines.

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near

est

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eare

stFriends reunited. 8%

67%

24%

4%

14%

3%

8%

15%

25%

5%

15% 27%

24%8%

26% 27%

Before Covid-19 During lockdown During easing of the restrictions

After Covid-19

Nearest & dearestU OK UK?

Although the chance to see friends in person is becoming more important once again, technology will continue to play a role in connecting people.

Eighty-two per cent say they will use messaging, calls and apps at least once a week during the easing of lockdown, and 80% intend to maintain this behaviour in the ‘new normal’.

intend to see their friends in person at least once a week as restrictions are eased

48%2–4 times a week

Once a week

Once a fortnight

Once a month

Less than once a month

Daily

Never

6% 4% 5% 6%12% 7% 11% 10%12% 5% 11% 11%

Seeing friends in person

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U OK UK?

On the doorstep

On the doorstep

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As some people are encouraged back into their workplaces and communities, much of what felt familiar before Covid-19 may now seem frightening or uncontrollable.For some, hospital appointments, public transport and crowded places are a cause for concern.

Instead, safety has become paramount in decision making, leaping ahead of considerations of speed, convenience or even environmental issues.

“I’m nervous to go to places like the hospital, which is always swarming with disease anyway, so hopefully I won’t have a need to go to one anytime soon.” Emma, 24, Essex

“I am nervous about returning to places with large crowds; returning to London concerns me and I will endeavour to avoid the Underground completely. Also cinemas, concerts and the theatre because of the confined spaces. I have no intention of wearing a face mask! Regrettably, I feel the answer will be a greater use of my car, or possibly I will get a bike.”

Andrew, 73, Essex

“I always thought of public transport as being extremely unhygienic places anyway, and now, unless the handle bars and upholstery is being sprayed with disinfectant a few times a day, I don’t see how it can be a safe place for people to travel – perhaps a good thing, to encourage people to cycle and walk more. I would more than likely drive if I couldn’t walk from now on.” Grace, 32, London

“As an ex-teacher who still loves the profession, I am most worried about schools being forced to return with non-clear science on whether it is wise and safe.” John, 55, South Devon

On the doorstepU OK UK?

on th

edo

orst

epThe new nervous.

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On the doorstepU OK UK?

on th

edo

orst

epThe locals are back in town.

While tourism has been put on pause, many locals have been savouring tourist spots in their cities that were once flooded by visitors and selfie sticks. Residents in Prague, Venice and the Galapagos are among those expressing the joys of a ‘lockdown freedom’ that allows them to enjoy their surroundings. For many, the chance to come out of lockdown and open the door to tourism is going to be a bittersweet experience.

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U OK UK?

Brands and buying

Brands and buying

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Despite the freedom offered by online shopping, lockdown seems to have created a renewed appreciation for local, independent shops. The choice to ‘stay local’ is driven by altruistic desires to support small businesses that need the most help to recover from Covid-19, as well as some more selfish desires sparked by the sensorial deprivations of lockdown – people driven by FOMO on the delights of a gourmet burger they’ve seen on Instagram or the urge to touch fruits and feel new clothes again.

“I will definitely be going back to shopping in person when it is safe to do so. It has made me realise how important it will be to support local and independent businesses after lockdown. They will have struggled the most and will need as much support as possible if they are going to come out the other end and survive. I will therefore only shop online for things I can’t source locally.”

John, 55, South Devon

“I enjoy going to supermarkets and picking out my own items personally, and still enjoy doing this, even at the moment.” Zoe, 30, Bournemouth

“I don’t want loads of places that I haven’t tried yet to close down because of what’s going on, like all these tiny coffee shops I really love and I’m now following on Instagram. I’m wanting everyone to hold on, just so I can experience them, which is a really selfish thing.” Olivia, 18, Rhyl

& b

uyin

gbr

ands Local shops

for local people.

U OK UK? Brands and buying

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U OK UK?

& b

uyin

gbr

andsGently

does it.Before Covid-19 During lockdown During easing of restrictions After Covid-19

We can see that the public are intending to go to bars and restaurants as frequently as they did before Covid-19. But don’t expect it to happen immediately. During the easing of lockdown restrictions, we will see a slow movement in the right direction, but it is not until completely after the risks of Covid-19 that people will return to normal… whenever that may be.

Going to bars and restaurants

11%12%

48%

80%

5%4%

4%

9%10%

6%

21%21%

14%

Once a week

Once a fortnight

Once a month

4 times a year

Twice a year or less

More than once a week

Never

17%17% 10%3%3%3%3%4%4%

21%22%11%

15%15%

7%

Brands and buying

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U OK UK?

& b

uyin

gbr

ands

Vacation nation. Before Covid-19

Domestic holidays International holidays

Before Covid-19During easing of restrictions

During easing of restrictions

After Covid-19 After Covid-19

Holiday behaviour looks like it will revert to normal for both domestic and international travel, but again it is not until completely after the risks of Covid-19 that people will return to normal.

People once had and will again have roughly 2.4 international trips a year (pre and post Covid-19).

Once things properly subside, people intend to go on holiday just as much as before

Holiday frequency to return to normal eventually

18%

26%

18%

27%

29%

25%

19%

28%

35%24%

Once a month

4 times a year

Twice a year

Once a year

More than once a month

Never

10% 9%10% 9%10% 8%

5%1%1%

8%4%

11%

9%

14%

18%

52%58%

5% 5%1%

15%8%

14%7%

34%

22%

Brands and buying

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U OK UK?

& b

uyin

gbr

andsThe cost of

buying local.Local sourcing of products is more important than ever

I am willing to pay more for locally sourced goods

I am willing to cut down the choice of products to ensure I buy local

Extensive range of grocery products is still important

Seventy-five per cent of people agree that local sourcing of products is more important than ever, but just 55% would be willing to pay more for locally sourced goods. Although 55% is still a very high majority of people willing to pay for it, there is a difference of 20% between people who think it’s important and people who are willing to pay more for it.

Eighteen- to 24-year-olds generally over-index in disagreeing with all four of these statements, while the older generations are more likely to agree.

Local sourcing of goods is important

Neutral

Disagree

Agree 75% 55% 57% 62%

20%

24% 27%27%

5%21% 16% 11%

Brands and buying

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U OK UK?

Country wide

Countrywide

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coun

try

wid

eIt’s (not) a London thing.

Countrywide

How free people actually feel as freedoms of movement increase correlates strongly with where they live. It’s driven by factors such as whether the virus has ‘peaked’ locally or still feels like a looming threat. The easing of lockdown is being felt by many outside of London as something that plays into existing tensions and that highlights the secondary importance of the rest of the country. Many are worried they’re being asked to put their health at risk for London’s economy.

“I have huge faith in the First Minister. She seems to be putting the well-being of the people and NHS Scotland first. If I was in England right now, I would certainly not be picnicking in the park or risking a train journey to a job that I could not do from home.” Aileen, 36, Glasgow

“I understand that the government is under massive economic pressure to get parts of the country back to work; however, there is a feeling that because Covid-19 has passed through London, it is now safe for the rest of the country to go back to work. As a person living in the north of England, we have yet to see the full extent of the virus, and, as such, it is a particularly dangerous time to open up working practices for us.” Sue, 54, Burnley

“The thing is, when you hear things on the news, they’re basing it off London; like London has hit its peak. Wales hasn’t peaked yet. So I can understand why restrictions are stricter over here. I don’t know. I’m nervous to see how tense it’s gonna be once everyone’s let out.” Olivia, 18, Rhyl

U OK UK?

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Pub culture is ingrained in the British way of living. It’s not just about going to the pub to get a drink; it’s a sense of community and belonging that has been fostered through the act of going to a pub. As pubs have shut their doors, our sense of identity has been threatened. Pub culture makes up a part of who we are, how we interact and how we identify ourselves.

CountrywideU OK UK?

coun

try

wid

e Last orders?

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CountrywideU OK UK?

coun

try

wid

e 20%

17% 15%17% 15%

14%

28% 31% 31%43%

2 weeks into lockdown (week 1)

3 weeks into lockdown (week 2)

4 weeks into lockdown (week 3)

2 weeks into lockdown (week 4)

1st lockdown amendments (week 5)

63% 57% 52% 54% 42%

As soon as we come out of lockdown (1st lockdown amendments, week 5) we see a huge skew towards people being less confident in the government.

Confidence was at its highest when we had a clear message from the PM to stay at home and at its lowest when people had to “stay alert” and make decisions of their own about their safety.

I have confidence in the government

Bojo: hero to no-no?

Disagree

Neither agree or disagree

Agree

Lack of confidence in the government has more than doubled.

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CountrywideU OK UK?

coun

try

wid

eWhen asked to rank the following statements as to why we have accepted the rules set by the government which restrict our freedoms, we ranked emotional statements over rational ones,

Caring not confronting.

I’m trying to protect my loved ones

(friends and family)

I’m trying to protect vulnerable people

I feel a sense of obligation as a citizen

of this country

I’m scared of going out and catching it myself

I trust the government to make the right

decisions and I will follow their advice

I have been told to and we don’t have

a choice

Protecting loved ones is the most important reason for following the rules and restricting our freedoms

and put safety of others ahead of safety of ourselves. Conforming to government guidelines because we trust the government or simply want to do as we were told were the least popular reasons.

People are thinking with their hearts more than their heads

25

CountrywideU OK UK?

coun

try

wid

eAre we becoming less selfish? 6%3%

39%29%

41%33%

40%32%

33% 28%

7%3%10%4%

25% 29%

55%67% 52%64% 50%64% 42% 43%

Freedom of choice

Freedom of expression

Financial freedom

Social freedom Cultural freedom (Community way of life)

Freedom of movement (Domestic travel)

Freedom of movement (International travel)

Religious freedom

Not important at all

Slightly important

Very important

Freedom of choice is our most valued freedom

of people are happy to have restricted freedom if it means keeping other people safe.

Most of our freedoms are very important to us, especially freedom of choice, financial freedom and freedom of expression.

of us have been thinking about how our actions affect others.

of people agree that their freedoms are more important than the safety of the vulnerable.

Interestingly, this was much higher among the younger generation: 34% of 18- to 24-year-olds think their freedoms are more important than the safety of the vulnerable, compared to just 18% of 45- to 54-year-olds and 6% of over-65s.

82%

82%

19%Our freedoms are important, but we are willing to sacrifice them to protect others

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U OK UK?

All of us

All of us

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Many people are reflecting on freedom as something they had once taken for granted (and never will again). And whereas we might usually associate freedom with movement, the lockdown has helped many to acknowledge how freedom extends to many more areas of our lives. Protecting our freedoms of thought, choice and activity is essential when people feel trapped within four walls.

“I’m aware of how much we took for granted and how beautiful an ordinary life is when we have freedom to go where we want (relatively speaking) and spend time with those we love. We should always be vigilant in protecting our liberties and holding any governing body to account that threatens them.”

Aileen, 36, Glasgow

“I resent the restriction. I understand the need for it but that does not make it any easier to bear. But I do think it throws into focus how much living, prior to the virus, we had taken for granted. Our interconnected world has provided so many ‘freedoms’ – freedom of movement, of thought, of choice, of information.”

Brian, 65, Sheffield

“In a way lockdown has offered me some more personal freedom because I’ve been able to focus on the work I have an interest in (even if this means being confined to my house to do it!).”

Rhys, 25, Swansea

all o

f usU OK UK? All of us

You don’t know what you’ve got till it’s gone.

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Masks have become a symbol of political allegiance, a tool for self-expression and a means to give back to society as well as an outward expression of culture. From Nigeria, where the more bejewelled the mask the better, to the Hispanic community in San Diego sporting Frida Kahlo masks, to artists around the world using them as tools for artistic self-expression, masks are increasingly being used and viewed as much more than protective gear.

UOK UK? All of us

all o

f us

Behind the masks.

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UOK UK? All of us

all o

f us

We’ll come out when we’re good and ready.

20%

19%

61%

Despite the easings to lockdown,

of people say they are only leaving the house for essential reasons (just 4% down from during lockdown).

People are responsible for their own choices and safety during the pandemic

People are making their own decisions about their safety.

86%

Disagree

Disagree

Neutral

Neutral

Agree

Agree

2 weeks into lockdown (week 1)

3 weeks into lockdown (week 2)

4 weeks into lockdown (week 3)

2 weeks into lockdown (week 4)

1st lockdown amendments (week 5)

91% 90% 89% 90% 86%

I am only leaving home for essential reasons

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UK

? A little bit about us. We’re the Human Insight team at

Karmarama – a merry band of data scientists, cultural analysts and anthropologists who come together to answer the world’s large and small questions.

Over the next few months, we’re uniting to track the evolving Covid-19 pandemic as it plays out across the UK and further afield, providing our clients, partners and colleagues with revelatory insights on a weekly basis.

Why? Because, crisis or no crisis, we believe transformative strategy and creativity start with human truths. And, as we respond in forthcoming weeks – as individuals, businesses or governments – the human truths we’ll reveal in each report are designed to guide decisions and ideas.

We’ve developed a range of insight-led products specifically to help brands through these times, so if you’d like to find out more about them or about the weekly reports, contact: Hello@karmarama.com

We decode:Audiences Cultures Markets Journeys Challenges Opportunities

We fuel:Design & branding Products & services Communications U

OK

U OK UK? Who we are

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UO

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?

U OK UK? Next issue

Coming in our next report:

What does this all mean for trust?

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UOK UK? Bye Bye

UO

K UK

?Bye Bye

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Thank you for reading.Printed on 100% non-contagious paper.

Part of Accenture Interactive, Karmarama is the UK’s most progressive creative agency, known for its ability to connect brands to culture. By blending data science and anthropology, our Human Insight approach helps brands get under the skin of what makes people tick today not yesterday.

www.karmarama.com 34