Marketing in the Moment...Right track Wrong track Don't know / Unsure Source: Harvard-Harris Poll BASE: Registered Voters (n=2,006) M2 In general, do you think the American economy

Harris Insights & Analytics LLC, A Stagwell Company © 2020

Marketing in the Moment

The Harris Poll CMO Guidance Series

CMO Growth Council

John Gerzema CEO, The Harris Poll

Ryan Linder CMO, MDC Partners


2

America’s Great D.I.V.EThe administration will take office amid a triple threat of economic,

public health, and social crises

Part One:

3Harris Insights & Analytics LLC, A Stagwell Company © 2020

THE HARRIS POLL: COVID-19 IN THE U.S.

A Curtain of Fear Drapes Over American Society

27%

56%56%

51%

84%

72%

74%73%

76%

68%

80%

73%73% 72%

79%77%

Fear of dying

Fear ventilator

shortage

Fear losing

their job

Not leaving home

Fear global

recession

Trended Fear Curves During COVID19

Fear leaving home for

essential errands

Fear returning to

public activity

-1

-4

+2-2

-1

-2

Wave

Change

54% thought national

fear was irrational 73% now think national

fear is sensible

Fear of new wave

-2

-3



The Mood of the Country Continues to Worsen Over 60% of Americans Continue to Say the Country Is on the Wrong Track

34%37%

36%34%32%

30%30%32%29%30%32%

35%37%37%

35%36%39%39%39%38%39%40%

38%36%

38%38%38%39%38%37%37%37%39%40%

39%39%41%37%36%

34%

27%27%31%32%32%

30%27%

52%48%

50%53%

55%55%59%

54%

60%58%56%55%54%53%53%

55%52%52%52%53%53%52%

54%56%55%

53%54%52%55%54%

56%55%54%52%53%53%53%54%55%

58%

64%65%62%

60%61%60%63%

14%14%14%14%13%14%10%

15%12%12%12%10%9%10%

12%9%9%9%10%9%7%8%8%8%7%

9%8%9%7%9%

6%8%8%8%9%8%7%9%9%8%9%8%7%8%7%

11%10%

0%

10%

20%

30%

40%

50%

60%

70%

Fe

b 1

7

Ma

r 17

Ap

r 1

7

Ma

y 1

7

Ju

n 1

7

Ju

l 1

7

Au

g 1

7

Sep

17

Oct

17

No

v 1

7

Dec 1

7

Jan

18

Fe

b 1

8

Ma

r 18

Ap

r 1

8

Ma

y 1

8

Ju

ne 1

8

Ju

ly 1

8

Au

g 1

8

Sep

18

Oct

18

No

v 1

8

Dec 1

8

Jan

19

Fe

b 1

9

Ma

r 19

Ap

r 1

9

Ma

y 1

9

Ju

n 1

9

Ju

l 1

9

Au

g 1

9

Sep

19

Oct

19

No

v 1

9

Dec 1

9

Jan

20

Fe

b 2

0

Ma

r 20

Ap

r 2

0

Ma

y 2

0

Ju

n 2

0

Ju

l 2

0

Au

g 2

0

Sep

20

Oct

20

No

v-2

0

Jan

21

Right track Wrong track Don't know / Unsure

Source: Harvard-Harris Poll

BASE: Registered Voters (n=2,006)

M1 In general, do you think the country is on the right track or is it off on the wrong track?

Country: Right Track / Wrong Track



Confidence in the Direction of the U.S. Economy Is Not Much HigherAfter Several Months of Improvement, Views on Economy are Declining: 55% say ‘economy is weak’; 45% ‘strong’

42%46%

41%45%44%

42%

47%43%44%45%

47%51%

48%46%

44%45%47%47%49%48%48%47%

43%

45%47%48%

51%51%

46%47%

43%

44%48%49%51%51%

49%

33%

32%

27%30%30%

35%35%36%36%

29%

39%35%

38%38%38%41%

35%38%

41%37%39%

35%39%38%39%40%39%39%

37%39%38%

41%

45%

43%41%39%

37%37%

42%41%

46%

44%41%

39%36%36%

41%

55%

58%

65%

60%60%58%

56%57%

52%

58%

19%20%20%18%17%17%18%19%

15%18%

14%14%13%16%17%

15%14%13%14%12%13%11%12%11%12%13%12%12%11%12%11%12%11%12%14%13%

10%12%10%8%

10%9%7%

9%7%

12%13%

0%

10%

20%

30%

40%

50%

60%

70%

Fe

b 1

7

Ma

r 17

Ap

r 1

7

Ma

y 1

7

Ju

n 1

7

Ju

l 1

7

Au

g 1

7

Sep

17

Oct

17

No

v 1

7

Dec 1

7

Jan

18

Fe

b 1

8

Ma

r 18

Ap

r 1

8

Ma

y 1

8

Ju

ne 1

8

Ju

ly 1

8

Au

g 1

8

Sep

18

Oct

18

No

v 1

8

Dec 1

8

Jan

19

Fe

b 1

9

Ma

r 19

Arp

19

Ma

y 1

9

Ju

n 1

9

Ju

l 1

9

Au

g 1

9

Sep

19

Oct

19

No

v 1

9

Dec 1

9

Jan

20

Fe

b 2

0

Ma

r 20

Ap

r 2

0

Ma

y 2

0

Ju

n 2

0

Ju

l 2

0

Au

g 2

0

Sep

20

Oct

20

No

v-2

0

Jan

21

Right track Wrong track Don't know / Unsure



M2 In general, do you think the American economy is on the right track or is it off on the wrong track?

US Economy: Right Track / Wrong Track


Many Are Optimistic Biden Will Handle COVID, Economy, Inequality COVID Remains Top Issue the Country 50%, Followed by Economy 30% and Healthcare 26%


.

Source: Harris Poll COVID19 Tracker Wave 45

BASE: GENERAL PUBLIC W45 (n=1967)

JQ2 If a company you worked for, offered you a monetary incentive to relocate (i.e., move to a different city or state than you are in currently) how likely would you be to do so?

How optimistic are you that the incoming administration

will be able to meaningfully address the following?

% Optimistic

Racial Inequality

58%

58%

64%

55%

52%

32%

82%

49%

General Public

Gen Z/Millennial

Gen X

Boomer

Seniors

GOP

Dem

Ind

The Economy

59%

60%

66%

53%

54%

33%

82%

51%

General Public

Gen Z/Millennial

Gen X

Boomer

Seniors

GOP

Dem

Ind

COVID-19 Pandemic

63%

61%

67%

59%

63%

40%

83%

56%

General Public

Gen Z/Millennial

Gen X

Boomer

Seniors

GOP

Dem

Ind



.



BID2 Which of the following are you most fearful of right now?

But A Divided Country See National Priorities DifferentlyDemocrats Fear COVID-19 While Republicans Worry About a Recession

Which of the following are you most fearful of right now?

46%

23%

31%

35%

25%

40%

58%

23%

20%

COVID-19

Political unrest

Economic recession

General Public

GOP

Dem



Americans Sense of ‘Normal’ Remains Elusive

Generally speaking, how comfortable would you be to do each of the

following today given the COVID-19 pandemic?



RTN01 Generally speaking, how comfortable would you be to each of the following today given the COVID-19 pandemic?

37% 39% 43%51% 53% 55% 56% 58%

35% 37% 35%26% 28% 29% 27% 24%

28% 24% 22% 23% 19% 16% 17% 18%

Visit with familyor friends

without a mask

Go out fordinner or drinks

indoors

Stay in a hotel Shop in a storewithout a mask

Go to an indoorparty

Fly on a plane Take publictransportation

Attend a largeconcert or

sporting event

Comfortable Neutral Not comfortable



Obama, Biden, Harris, Pence Are Net Favorable In The Eyes Of Voters Trump’s Favorability Is Higher Than Pelosi or Schumer

34%

29%

26%

19%

26%

17%

16%

16%

14%

14%

9%

9%

13%

21%

23%

22%

26%

18%

22%

23%

20%

20%

18%

18%

17%

12%

1%

1%

2%

2%

1%

5%

9%

11%

5%

1%

26%

6%

5%

9%

11%

4%

10%

10%

18%

17%

16%

14%

16%

20%

11%

11%

10%

18%

9%

11%

14%

12%

12%

10%

22%

17%

6%

27%

30%

31%

24%

41%

38%

37%

29%

29%

30%

33%

38%

23%

Barack Obama

Joe Biden

Kamala Harris

Mike Pence

Donald Trump

Nancy Pelosi

Hillary Clinton

Ted Cruz

Chuck Schumer

Alexandria Ocasio-Cortez

Mitch McConnell

Protesters

Josh Hawley

Very favorable

Favorable

Never heard of them

No opinion

Unfavorable

Very unfavorable

Favorable Unfavorable

Barack Obama 55% 38%

Joe Biden 53% 41%

Kamala Harris 47% 41%

Mike Pence 45% 42%

Donald Trump 44% 51%

Nancy Pelosi 39% 49%

Hillary Clinton 38% 51%

Ted Cruz 36% 41%

Chuck Schumer 34% 41%

Alexandria Ocasio-Cortez 33% 40%

Mitch McConnell 27% 54%

Protesters 27% 56%

Josh Hawley 25% 29%

Favorability of Political Figures




Military, Amazon, Police and Google More Favorable FB and Twitter Are Seen As Weaker

46%

35%

33%

30%

25%

22%

22%

21%

20%

20%

17%

24%

18%

14%

14%

6%

7%

34%

38%

39%

39%

41%

42%

41%

38%

38%

37%

37%

23%

27%

23%

15%

12%

10%

1%

1%

1%

1%

1%

1%

1%

3%

2%

1%

1%

1%

19%

3%

10%

8%

7%

7%

8%

11%

15%

12%

15%

17%

20%

16%

11%

8%

16%

24%

17%

17%

7%

11%

11%

10%

13%

12%

15%

16%

13%

12%

18%

11%

19%

18%

8%

24%

10%

4%

10%

9%

13%

8%

7%

10%

8%

9%

8%

10%

30%

27%

29%

20%

39%

45%

U.S. Military

Amazon

Police

Google

Center for Disease Controls

Homeland Security

FBI

U.S. Supreme Court

Central Intelligence Agency (CIA)

National Security Agency (NSA)

Department of Justice

Black Lives Matter

Facebook

Twitter

Parler

China

Antifa

Very favorable

Favorable

Never heard of them

No opinion

Unfavorable

Very unfavorable

Favorable Unfavorable

U.S. Military 80% 11%

Amazon 72% 20%

Police 72% 20%

Google 69% 23%

Center for Disease

Controls66% 21%

Homeland Security 64% 19%

FBI 63% 24%

U.S. Supreme Court 59% 25%

Central Intelligence

Agency (CIA)59% 23%

National Security Agency

(NSA)57% 20%

Department of Justice 54% 28%

Black Lives Matter 47% 41%

Facebook 45% 46%

Twitter 37% 47%

Parler 28% 29%

China 18% 63%

Antifa 17% 55%

Favorability of Institutions



69%

56%

55%

52%

47%

41%

40%

39%

39%

33%

26%

76%

70%

32%

72%

52%

61%

50%

47%

44%

20%

28%

59%

43%

68%

31%

43%

24%

27%

30%

32%

39%

22%

Social media

Congress

The president

National media

The U.S. justice system

Voting by mail

American democracy

Electoral college

Federal agencies (e.g., FDA, NSA)

Law enforcement

United States Postal Service

General Public

GOP

Dem

Institutional Mistrust is Arguably, Our Greatest National Security Issue



BASE: GENERAL PUBLIC (1951)

Q21: How much do you trust or distrust each of the following American individuals or institutions?

CAP03 How much blame do you think each of the following deserve for what happened in the U.S. Capitol Building this past Wednesday?

How much blame do you think each of the following deserve for

what happened in the U.S. Capitol Building this past Wednesday?

% A lot/Some of blame

85%

75%

71%

64%

62%

52%

50%

45%

40%

86%

63%

79%

79%

59%

71%

76%

36%

64%

86%

86%

69%

58%

70%

41%

31%

57%

26%

The rioters

President Donald Trump

Social media companies

Mainstream media outlets

Right-wing media outlets

Antifa

Democratic Party

Senator Josh Hawley

President-Elect Joe Biden

How much do you trust or distrust each of the following

American individuals or institution?

% Distrust



Over 4 in 10 Voters Say Significant Fraud in Counting of Mail-in BallotsBy a Two-to-One ne Margin Voters Want a Nationalized Voting System

42%

58%

Significant fraud

No significant fraud

Do you think that there was significant fraud in the counting of the mail ballots or no significant

fraud in the counting of such ballots?

65%

35%

A system where the federalgovernment sets the rules and

manages elections in all 50 states

A system where each state setsits own rules and manages its

own election

Which system do you think is more likely to produce accurate vote counts:



PE11: Do you think that there was significant fraud in the counting of the mail ballots or no significant fraud in the counting of such ballots?

PE12: Which system do you think is more likely to produce accurate vote counts:

Biden voters: 59%

Trump voters: 76%



Despite Electoral College Certification, Over a Third of Voters Say Trump Won And Two-Thirds of Republicans Say Election Was Unfair

35%

65%

Do you think Donald Trump won or Joe Biden won?

Donald Trump Joe Biden

66%

34%

Do you think this was a fair election or unfair election?

Fair Unfair

62%

38%

Do you think the system of mail in ballots was fair or unfair?

Fair Unfair



PE8: Do you think this was a fair election or unfair election?

PE9: Do you think Donald Trump won or Joe Biden won?

PE10: Do you think the system of mail in ballots was fair or unfair?

Gen Public

2016

Hillary 45% Republicans:

66% Unfair

Republicans:

68% Unfair



Americans Say Trump Won’t Accept Defeat; ‘Insurrection’ Was Mob’s Motive

57%

51%

49%

48%

45%

43%

40%

40%

28%

27%

26%

22%

30%

32%

33%

19%

36%

21%

40%

28%

33%

18%

10%

12%

12%

12%

12%

12%

12%

14%

16%

19%

12%

10%

8%

7%

7%

24%

10%

28%

7%

29%

21%

44%

Donald Trump does not accept the fact that he lost the election

Extremists went to Washington, DC, with the intention of a violent insurrection

The US Capitol police were unprepared

A large number of Americans are angry and unhappy about the results of the last election

Donald Trump is pretending the election was stolen and is misleading his supporters forpolitical reasons

The violence attack on the Capitol reflects the dissatisfaction of Trump voters

Donald Trump purposefully incited people to riot and take over the US Capitol

The violence attack on the Capitol reflects the fringe of our society

Fake news created the riots

People were engaged in a lawful protest that got out of control and led to violence

The 2020 election was stolen

Please indicate the extent to which you believe each of the following to be true.

Very true Somewhat true Somewhat not true Not true at allSource: Harvard-Harris Poll



Yet Nearly Half of Americans Say Trump Should Be ImpeachedA Majority (57%) Would Like to See Trump Barred from Running Again including (28%) of Republicans

49%

20%

31%

Impeached and removed fromoffice

Censured by Congress but notremoved

No action should be taken

For his actions should president Donald Trump be impeached and removed from office, censured by Congress but not

removed, or should no action be taken towards the president?



IMP1: For his actions should president Donald Trump be impeached and removed from office, censured by Congress but not removed, or should no action be taken towards the president?

GOP DEM IND

Impeached 22% 78% 44%

Censured 23% 14% 26%

No action 55% 8% 30%



Voters Worry Whether Effort To Impeach Is a Distraction

42%

58%

Impeach Donald Trump

Focus on Covid crisis and theeconomy

Should Congress spend time impeaching Donald Trump or should it focus on the COVID crisis and the economy?



PI1: Is the effort to impeach Donald Trump again legitimate effort or is it playing politics?

PI2: Should Congress spend time impeaching Donald Trump or should it focus on the Covid crisis and the economy?

GOP DEM IND

Impeach 21% 68% 33%

Focus on COVID 79% 32% 67%


Most Americans Support Twitter’s Decision to Ban President Trump


.



CAP07 As you may know, Twitter announced on Friday that it would permanently suspend President Trump’s Twitter account due to the "risk of further incitement of violence." Do you support or oppose this decision?

As you may know, Twitter announced on Friday that it would permanently suspend

President Trump’s Twitter account due to the "risk of further incitement of violence.”

Do you support or oppose this decision?

25%

14%

13%

47% Strongly support

Somewhat support

Somewhat oppose

Strongly oppose

61% Support

39% Oppose

55%

66%

57%

62%

63%

62%

36%

80%

59%

Male

Female

Gen Z/Mill

Gen X

Boomer

Seniors

GOP

Dem

Ind

% Support



Voters: Tech Has Too Much Influence Over Politics; Too Much Power Over

Free Speech

65%

59%

26%

31%

9%

10%

Do social media platforms like Twitter and Facebookhave too much influence, too little, or just about theright amount of influence over politics and society

Do internet and social media platforms like Amazon,Apple, Google, Facebook, and Twitter have too much

power, too little, or just about the right amount ofpower over free speech in America

Tech Influce/Power over Politics and Free Speech

Too much About the right amount Too little



BT1. Do social media platforms like Twititer and Facebook have too much influence, too little, or just about the right amount of influence over politics and society?

BT2. Do internet and social media platforms like Amazon, Apple, Google, Facebook, and Twitter have too much power, too little, or just about the right amount of power over free speech in America?

GOP DEM IND

Too much 72% 58% 66%

About right 9% 11% 9%

Too little 20% 31% 25%

Tech Influence on politics

GOP DEM IND

Too much 69% 48% 62%

About right 8% 13% 11%

Too little 23% 39% 27%

Tech Influence on free speech



Voters Think Tech Platforms Are Biased Against GOP Leaders

44%

21%

38%

38%

18%

41%

Democrats or are they largelyunbiased

Republicans or are they largelyunbiased

Are social media platforms like Twitter and Facebook biased in favor or against Democrats / Republicans or are

they largely unbiased?

Biased in favor Unbiased Biased against

Source: Harvard-Harris poll


BT4A. Are social media platforms like Twitter and Facebook biased in favor or against Democrats or are they largely unbiased?

BT4B. Are social media platforms like Twitter and Facebook biased in favor or against Republicans or are they largely unbiased?

BT7: Do you believe these platforms are using their ability to police content appropriately or are they abusing their powers?

50%

50%

Using powers appropriately

Abusing their powers

Do you believe these platforms are using their ability to police content appropriately or are they

abusing their powers?



Voters Favor Congressional Regulation of Speech on Social Media Platforms

Over Self-Regulation

45%

55%

Should police the statements oftheir users according to their own

set of rules

We need to have legislation inplace that determines how, when,where and what these companies

can police their platform

Do you believe internet and social media platforms should be policing the actions and statements of their

users according to their own set of rules or do we need to have legislation in place that determines how, when,

where and what these companies can do

51%

49%

Exercising good judgement

Playing partisan politics

Do you believe these platforms are exercising good judgment in excluding voices from their platform or

are they playing partisan politics with these decisions?

Source; Harvard-Harris Poll


BT3: Do you believe internet and social media platforms should be policing the actions and statements of their users according to their own set of rules or do we need to

have legislation in place that determines how, when, where and what these companies can do?

BT6: Do you believe these platforms are exercising good judgement in excluding voices from their platform or are they playing partisan politics with these decisions?


Nearly Half Say Vaccine Distribution Is Going Too Slowly, Blame Trump


.



CAL2 Generally speaking, do you think the distribution of the COVID-19 vaccine here in the U.S. is going too slowly, too quickly, or about right?

CAL3 Given you think the COVID-19 vaccine rollout is going too slowly, who do you think is most to blame for the pace?

Generally speaking, do you think the distribution of the

COVID-19 vaccine here in the U.S. is going…

14%

13%

26%

47%Too slowly

About right

Too quickly

Not sure

Given you think the COVID-19 vaccine rollout is going too

slowly, who do you think is most to blame for the pace?

44%

20%

9%

9%

19%

Trump Administration

State governments

Pharmaceutical companies

CDC

Not sure



Nearly One-Third of Americans Are Not Likely To Get The VaccineEspecially BIPOC; But Fears are Declining Each Week

How likely are you to get a COVID-19 vaccine as

soon as it becomes available?



LI05X How likely are you to get a COVID-19 vaccine as soon as it becomes available?

73%

69%

54%

56%

59%

54%

61%

58%

60%

63%

59%

60%

60%

63%

67%

62%

68%

69%

27%

31%

46%

44%

41%

46%

39%

42%

40%

37%

41%

40%

40%

37%

33%

38%

32%

31%

W8 (4/20)

W25 (8/16)

W31 (9/26)

W32 (10/3)

W33 (10/10)

W35 (10/24)

W36 (10/31)

W37 (11/7)

W38 (11/13)

W39 (11/21)

W40 (12/2)

W41 (12/6)

W42 (12/13)

W43 (12/20)

W44 (12/23)

W45 (12/30)

W46 (1/10)

W47 (1/17)

Likely Not Likely

48%44%

39% 38%35%

48%

39% 42%

28%31%

25%

37%

Hispanic Black White Asian Men Women

W37 (11/7/20) W47 (1/17/21)

% Not Likely


55%

43%

36%

31%

30%

30%

17%

15%

9%

7%

61%

45%

35%

29%

31%

29%

15%

19%

7%

6%

39%

44%

32%

37%

31%

36%

27%

9%

13%

6%

I am worried about unknown side effects of the vaccine

I think they rushed the development too quickly

I do not trust that the vaccine will prevent me from getting COVID-19

I don't know what is in it

I am worried I will have an allergic reaction

I don't trust the government to make it safe

I don't understand how this new type of vaccine works

I never receive any vaccinations

I don't need to get it if enough people are vaccinated

It is against my religion to receive vaccinations

General Public White Black

Vaccine Skepticism Driven by Unknown Side Effects, Rushed Development


.


BASE: NOT LIKELY TO GET COVID-19 VACCINE (n=717)

VAC22 Which of the following are reason(s) why you are not likely to get a COVID-19 vaccine as soon as one becomes available? Please select all that apply.

Which of the following are reason(s) why you are not likely to get a

COVID-19 vaccine as soon as one becomes available?

Among those not likely to get a vaccine

64% Women

45% Men

39% Women

20% Men36% Women

23% Men


Dr. Fauci Has More Influence on Vaccine Trust Than Trump or Biden


.


BASE: GENERAL PUBLIC

VAC21: Would seeing each of the following people get vaccinated for COVID-19 make you more or less likely to get vaccinated yourself?

42%

39%

36%

36%

35%

33%

31%

28%

26%

27%

23%

25%

23%

21%

23%

20%

20%

18%

17%

15%

15%

14%

13%

11%

11%

10%

10%

8%

Dr. Anthony Fauci

CEO of a company producing a COVID-19 vaccine

Former President Barack Obama

President-Elect Joe Biden

Vice President-Elect Kamala Harris

Your state's governor

Tom Hanks

Vice President Mike Pence

President Donald Trump

LeBron James

Tucker Carlson

Julia Roberts

Post Malone

Kim Kardashian

General Public

Not Likely to Get Vaccine

Would seeing each of the following people get vaccinated for COVID-

19 make you more or less likely to get vaccinated yourself?

% More Likely

59%

At the moment, I feel there is too much

conflicting information about the COVID-19

vaccines that I am not sure who to trust.

43% Black

25% White

46% Black

36% White


Mindsets Are Being Influenced in Real Time by Fast Paced Vaccine News Cycle


.



CAL4 Do you approve or disapprove of the job each of the following has done in educating the public about the safety of the COVID-19 vaccines?

66%Seeing people that I know get the COVID-19 vaccine first is

making me more comfortable to get the vaccine myself.

70%

58%

61%

62%

White

Black

Hispanic

Asian

47%Hearing about others who are skeptical of the safety of the COVID-19

vaccine is making me rethink if I should get the vaccine myself.

45%

55%

51%

48%

White

Black

Hispa…

Asian

Hearing about the new strain of COVID-19 makes me consider

waiting to take the vaccines currently available.50%

57%

63%

47%

30%

Gen Z/Millennial

Gen X

Boomer

Senior

General Public

% Agree



Two-Thirds of Americans Confident in Biden’s Ability to Distribute Vaccine

36%

41%

42%

42%

43%

44%

45%

48%

48%

54%

64%

59%

58%

58%

57%

56%

55%

52%

52%

46%

Rapid distribution of the vaccine

Using science to guide public policy

Climate change legislation

Public support for increased COVID restrictions

Rebuilding the post-pandemic economy

Immigration reforms

Improving relations between business and government

Strengthening relations with China

Transparency in government

A nuclear deal with Iran

Not confident Confident

How confident are you in President-Election Joe Biden’s ability to achieve the following?



JQ3 How confident are you in President-Election Joe Biden’s ability to achieve the following?



Majority of Americans Say Biden Should Mandate COVID Protocols

25%

27%

34%

42%

44%

75%

73%

66%

58%

56%

Wearing a mask in public

Receive a COVID-19 test if they feel sick

Ban gatherings of more than 10 people

Temporarily close non-essential businesses like gyms and restaurants

Receive a COVID-19 vaccine

Disagree Agree

How much do you agree or disagree that Biden Administration should

mandate each of the following COVID-19 safety precautions?



STAT315 To what degree do you believe Biden Administration should mandate each of the following COVID-19 safety precautions?

35% Say Biden will accelerate

the time to return to normal activity


Americans Are Also Hopeful Biden Will Begin to Heal Deep Cultural Divides


.



JQ4 How hopeful are you that President-Election Joe Biden will be able heal deep cultural divides in America?

How hopeful are you that President-Election Joe Biden

will be able heal deep cultural divides in America?

22%

19%

34%

25%Very hopeful

Somewhat hopeful

Not too hopeful

Not at all hopeful

59% Hopeful

41% Not Hopeful

57%61%

61%69%

53%52%

32%83%

54%

57%70%

66%63%

MaleFemale

Gen Z/MillGen X

BoomerSeniors

GOPDem

Ind

WhiteBlack

HispanicAsian

% Hopeful


61%

38%

31%

17%

17%

13%

8%

60%

33%

32%

17%

17%

15%

8%

68%

50%

26%

12%

17%

12%

8%

Riot

Terrorist attack

Insurrection

Coup d'etat

Revolution

Peaceful protest

None of these

General Public

White

Black

Black Americans See the Capitol Riots as Terrorism


.


BASE: GENERAL PUBLIC (N=1951)

CAPX How would you best describe the events that happened at the U.S. Capitol Building this past Wednesday? Please select all that apply.

CAP04 Which of the following terms do you think best describes the people involved in what happened in the U.S. Capitol Building this past Wednesday? Please select all that apply.

How would you best describe the events that happened

at the U.S. Capitol Building this past Wednesday?

59%

40%

38%

29%

26%

12%

12%

6%

8%

60%

35%

41%

30%

25%

13%

13%

7%

7%

57%

49%

29%

22%

20%

9%

9%

6%

11%

Rioters

Terrorists

Radicals

Insurrectionists

Traitors

Peaceful protestors

Patriots

Heroes

Not sure

Which of the following terms do you think best

describes the people involved in what happened in the

U.S. Capitol Building this past Wednesday?


While Republicans Say BLM Protests As More Violent Than the Capitol


.



CF01 Do you think last summer's Black Lives Matter protests or the recent protests at the Capitol Building were more violent?

Do you think last summer's Black Lives Matter protests or the recent

protests at the Capitol Building were more violent?

7% 7% 7% 5% 4% 7% 10% 6%

30% 33%

16%

37%

25%29%

35%

29%

37% 34%

54% 16%

58% 38%32%

39%

25% 26% 23%

42%

14%26% 23% 26%

General Public White Black GOP Dem Suburban Rural Urban

Black Lives Matter was more violent

Capitol Building was more violent

Both were equally violent

Not sure


Older Americans Worry About Sowing Division; History Repeating


.



CR08 Reflecting on the Capitol Building riots and subsequent events, which of the following would you say best describes what the events mean to America moving forward? Please select all that apply

Reflecting on the Capitol Building riots and subsequent events, which of the following would

you say best describes what the events mean to America moving forward?

55%

45%

43%

38%

32%

16%

7%

49%

39%

42%

35%

26%

19%

9%

48%

40%

38%

36%

35%

23%

7%

58%

50%

45%

42%

36%

12%

8%

70%

54%

48%

40%

33%

9%

3%

The riots revealed how truly divided Americans are today.

We are increasingly living in a post-truth society where Americanscannot agree on basic facts.

We are starting to resemble other periods in history that precededfascism and dictatorships.

The stability of our democracy is weakening, and America couldone day collapse.

We are entering a period where Big Tech has too much power tocensor voices they do not like.

People are overreacting to the riots and America will quicklyrecover.

None of these

General Public

Gen Z/Millennial

Gen X

Boomer

Senior


32

Marketing In The MomentAmerica’s (Fluid) Expectations for Companies and Marketers

Part Two:



.



BID1 How much is the current political news around Capitol Building riots, President Trump's impeachment, and President-Elect Biden's inauguration a distraction to your day-to-day activities?

BID3 How much stress would you say last week's Capitol Building riots caused you personally?

Political Turmoil Is Causing Distraction and Stress for Consumers

How much is the current political news around Capitol

Building riots, President Trump's impeachment, and

President-Elect Biden's inauguration a distraction to your

day-to-day activities?

How much stress would you say last week's Capitol

Building riots caused you personally?

34%

39%

26%

A huge distraction

Somewhat of a distraction

Not a distraction at all

32%

46%

22%

A lot of stress

Some stress

No stress at all

65%

are distracted68%

are stressed


17%

16%

20%

14%

14%

19%

14%

14%

38%

35%

29%

31%

31%

25%

29%

23%

46%

49%

52%

55%

55%

56%

57%

62%

Ben & Jerry's calling for President Trump to be removed from office immediately.

Shopify taking down President Trump's campaign online store.

Airbnb cancelling reservations in Washington, DC the week of Biden'sinauguration.

Google and Apple removing Parler, a social media used to organize the CapitolBuilding riots, from their app stores.

Twitter removing over 70,000 accounts that shared conspiracy theories linked tothe Capitol Building riots.

Walt Disney issuing a statement condemning the riots as a ''direct assault on oneof our country's most revered tenets: the peaceful transition of power.''

Amazon removing merchandise from its store promoting conspiracy theorieslinked to the Capitol Building riots.

Delta Air Lines not allowing passengers to check guns if flying to Washington, DC.

Not sure Goes too far Necessary

Americans Give Companies Significant Policy Leeway to Curb Further Violence


.



CR03 Thinking about these same actions different companies took in response to the Capitol Building riots, do you think each response goes too far or was a necessary response?

Thinking about these same actions different companies took in response to the Capitol Building riots, do you

think each response goes too far or was a necessary response?



.



CVR3 How much do you agree or disagree with the following statements?

79%

Companies should provide their customers

with reliable information about the COVID-19

vaccine.

71%

Companies should be assisting the vaccine

rollout by providing resources and consulting.

66%

Companies could do a better job than the

government handling the logistics of

administering the COVID-19 vaccine.

65%

Companies should be advertising to

encourage consumers to take the COVID-19

vaccine.

Americans Also Want Companies Take an Active Roll in the Vaccine Rollout


A Majority Say Brands Should Address COVID in Advertising; Offer Guidance


.



ANA2 How important is it that brands acknowledge the situation with COVID-19 in their television and digital advertising (e.g., importance of wearing masks, limiting gatherings of large people, etc.)?

How important is it that brands acknowledge the situation with COVID-19 in their television and

digital advertising (e.g., importance of wearing masks, limiting gatherings of large people, etc.)?

10%

13%

30%

46%

Very important

Somewhat important

Not very important

Not at all important

77%

Important

23%

Not Important

77%

76%

76%

80%

74%

76%

71%

88%

66%

75%

82%

79%

Male

Female

Gen Z/Mill

Gen X

Boomer

Seniors

GOP

Dem

Ind

White

Black

Hispanic

% Important


Consumers Approve of COVID Precautions, Diversity, Unity in Advertising


.



ANA1 Thinking about the COVID-19 pandemic as well as social and political divisions, which of the following statements for each pair comes closest to your point of view?

Thinking about the COVID-19 pandemic as well as social and political divisions, which

of the following statements for each pair comes closest to your point of view?

76%

24%

57%

43%

57%

43%

68%

32%

Acknowledge the pandemic to assure people of proper precautions.

Advertisers do not need to acknowledge the pandemic or remind.

All actors in advertising in a large group should be wearing masks andsocially distanced.

It is okay to show actors in normal situations as long there is a messageto take proper precautions.

Advertisements should take extra care to portray actors who representdiversity.

It is okay to show whomever without over-compensating for diversity.

Messages should strive to stress national unity and togetherness whereappropriate.

It is not necessary for marketers to make any social statement currently.


Americans Have Increased Expectations for Brands To Lead on Diversity


.



ANA3 How much do you agree or disagree with the following statement?

How much do you agree or disagree with the following statement?

“These days, there are increased sensitivities and expectations for brands to depict diversity

appropriately without stereotypes.”

6%

11%

46%

36%Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

82%

Agree

28%

Disagree

82%

82%

78%

87%

83%

83%

79%

85%

82%

83%

85%

75%

Male

Female

Gen Z/Mill

Gen X

Boomer

Seniors

GOP

Dem

Ind

White

Black

Hispanic

% Agree


59%

52%

51%

50%

49%

41%

48%

49%

50%

51%

Tell stories about diversity that weigh in on the issue of socialinjustice.

Tell diverse stories that features people of different ethnicities,races, and lifestyles, and each is designed to tap into unique

cultural motivators.

Make a commitment to building diverse creative marketing teams.

Be very honest about where the brand is with their own diversity.

Conduct cultural research and develop appropriate messagingthat engages their target audience.

A good move, but just checks the box An impertive, and shows they are putting in effort

Americans To Companies on Diversity: You’re Only Halfway There


.



ANA4 Thinking about how brands depict diversity, do you feel these actions are good, but just checks the box or is imperative and shows they are putting in the effort?

Thinking about how brands depict diversity, do you feel these actions are good, but just checks

the box or is imperative and shows they are putting in the effort?


Americans: Advertising on Social Media Should Be Paused Until Inauguration


.



CR07 Do you agree or disagree that companies should pause advertising and marketing efforts on social media until after President-Elect Biden’s

inauguration due to threats on social media of further violence and protests in D.C. and other state capitals?

Do you agree or disagree that companies should pause advertising and marketing

efforts on social media until after President-Elect Biden's inauguration due to threats on

social media of further violence and protests in D.C. and other state capitals?

17%

24%

37%

22%Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

55%

63%

64%

59%

54%

59%

52%

72%

49%

Male

Female

Gen Z/Mill

Gen X

Boomer

Seniors

GOP

Dem

Ind

% Agree

59%

Agree

41%

Disagree


Americans Also Support Pausing Political Contributions for Both Parties


.



PD01 As you may know, many companies are pausing political contributions following the Capitol Building riots last week. Do you support or oppose pausing contributions at the moment?

PD02 Do you think companies should suspend political contributions to ...

Many companies are pausing political contributions following

the Capitol Building riots last week. Do you support or oppose

pausing contributions at the moment?

10%

19%

35%

37% Strongly support

Somewhat support

Somewhat oppose

Strongly oppose

72%

Support

28%

Oppose

Do you think companies should

suspend political contributions to ...

42%

18%

13%

9%

17%

57%

9%

13%

8%

13%

29%

27%

19%

13%

13%

Both parties

Only Republicans whorejected Biden's victory

All Democrats

All Republicans

Not sure

GeneralPublic

GOP


Most Americans Say Companies Should Not Make Political Contributions


.



PD04 Do you think companies should contribute to politicians that reflect their values, or should companies stay out of making political contributions?

PD06 When do you think companies that have suspended making political contributions to politicians should resume making the contributions?

Do you think companies should contribute to

politicians that reflect their values, or should

companies stay out of making political contributions?

37%

63%

Companies should stayout of making politicalcontributions

Companies shouldcontribute to politiciansthat reflect their values

When do you think companies that have suspended making political

contributions to politicians should resume making the contributions?

14%

16%

18%

11%

4%

37%

15%

14%

17%

10%

4%

40%

15%

19%

22%

11%

5%

27%

In a few weeks

In the next 6 months

6 months to 1 year

After the 2022 midterm election

After the 2024 presidentialelection

Permanently suspend

General Public

GOP

Dem


Marketing in a Divided America: Peril and Promise


.



CR09 With a nation divided and trust in government low, what is the role for American companies and their brands? Please select all that apply.

With a nation divided and trust in government low, what is the

role for American companies and their brands?

42%

37%

36%

35%

33%

25%

10%

29%

54%

24%

29%

25%

20%

10%

54%

24%

45%

44%

41%

29%

7%

Use their voice and advertising dollars to denouncemisinformation and create messaging that stresses the…

Companies should stay out of politics entirely and stick to onlytalking about their brand.

Refuse to advertise on social media platforms that do not properlyrestrict hate speech and misinformation.

Use spokespeople and influencers to stress the importance ofcoming together in this time.

Spend money to support journalistic institutions that are proven toprovide accurate and inclusive information.

Refuse to advertise on media networks or websites that peopleconsider to be divisive.

None of these

General Public

GOP

Dem


Brand Safety Now Takes On Heightened Risk After January 6th


.



BS01 After viewing a brand advertisement next to false, objectionable or inflammatory (e.g., conspiracy theories/misinformation, political violence or extreme political views) how likely are you to take each of the following actions?

After viewing a brand advertisement next to false, objectionable or inflammatory (e.g.,

conspiracy theories/misinformation, political violence or extreme political views)

how likely are you to take each of the following actions?

17%

20%

16%

19%

14%

14%

45%

45%

45%

41%

23%

18%

32%

32%

33%

36%

51%

60%

Be loyal to that brand

Recommend the brand to others

Believe the brand has high ethical standards

Trust the brand to safeguard my personal information

Tell friends to stop using/engaging with the brand

Stop using the brand or product

No affect Not likely Likely


19%

20%

22%

31%

27%

24%

34%

31%

28%

25%

24%

58%

55%

52%

42%

41%

43%

30%

17%

14%

14%

15%

23%

25%

26%

27%

32%

33%

36%

52%

58%

61%

61%

Fake/Misleading

Discriminatory/Hateful

Inflammatory

Tone-deaf

Provocative

Objectionable

Differentiated

Timely

Visionary

Authentic

Factual/Legitimate

No affect Less likely to engage More likely to engage

Marketing That’s Authentic and Hopeful: Now More Important Than EverAdvertising Next to Factual, Authentic Content Increases Brand Engagement


.



BS02 If a brand were to advertise next to content with each of the following attributes, how would that impact your likelihood to engage

with the brand (i.e., purchase products or services from, follow on social media, or recommend the brand to others)? I would be...

If a brand were to advertise next to content with each of the following attributes, how

would that impact your likelihood to engage with the brand (i.e., purchase products or

services from, follow on social media, or recommend the brand to others)?


John Gerzema CEO,

The Harris Poll

[email protected]

mailto:[email protected]

Documents

Marketing in the Moment...Right track Wrong track Don't know / Unsure Source: Harvard-Harris Poll BASE: Registered Voters (n=2,006) M2 In general, do you think the American economy