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
Harris Insights & Analytics LLC, A Stagwell Company © 2020
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
4Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
5Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
Source: Harvard-Harris Poll
BASE: Registered Voters (n=2,006)
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
6Harris Insights & Analytics LLC, A Stagwell Company © 2020
Many Are Optimistic Biden Will Handle COVID, Economy, Inequality COVID Remains Top Issue the Country 50%, Followed by Economy 30% and Healthcare 26%
THE HARRIS POLL: COVID-19 IN THE U.S.
.
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
7Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
8Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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?
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1951)
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
9Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
Source: Harvard-Harris Poll
10Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
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
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
Source: Harvard-Harris Poll
11Harris Insights & Analytics LLC, A Stagwell Company © 2020
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
THE HARRIS POLL: COVID-19 IN THE U.S.
Source: Harris Poll COVID19 Tracker Wave 46
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
12Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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:
Source: Harvard-Harris Poll
BASE: Registered Voters (n=2,006)
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%
13Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
Source: Harvard-Harris Poll
BASE: Registered Voters (n=2,006)
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
14Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
15Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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?
Source: Harvard-Harris Poll
BASE: Registered Voters (n=2,006)
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%
16Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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?
Source: Harvard-Harris Poll
BASE: Registered Voters (n=2,006)
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%
17Harris Insights & Analytics LLC, A Stagwell Company © 2020
Most Americans Support Twitter’s Decision to Ban President Trump
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 46
BASE: GENERAL PUBLIC W46 (n=1951)
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
18Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
Source: Harvard-Harris Poll
BASE: Registered Voters (n=2,006)
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
19Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
BASE: Registered Voters (n=2,006)
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?
20Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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
BASE: Registered Voters (n=2,006)
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?
21Harris Insights & Analytics LLC, A Stagwell Company © 2020
Nearly Half Say Vaccine Distribution Is Going Too Slowly, Blame Trump
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 46
BASE: GENERAL PUBLIC (1951)
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
22Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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?
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
23Harris Insights & Analytics LLC, A Stagwell Company © 2020
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
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
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
24Harris Insights & Analytics LLC, A Stagwell Company © 2020
Dr. Fauci Has More Influence on Vaccine Trust Than Trump or Biden
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 40
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
25Harris Insights & Analytics LLC, A Stagwell Company © 2020
Mindsets Are Being Influenced in Real Time by Fast Paced Vaccine News Cycle
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 46
BASE: GENERAL PUBLIC (1951)
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
26Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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?
Source: Harris Poll COVID19 Tracker Wave 45
BASE: GENERAL PUBLIC W45 (n=1967)
JQ3 How confident are you in President-Election Joe Biden’s ability to achieve the following?
27Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
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?
Source: Harris Poll COVID19 Tracker Wave 42
BASE: GENERAL PUBLIC W42 (n=2002)
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
28Harris Insights & Analytics LLC, A Stagwell Company © 2020
Americans Are Also Hopeful Biden Will Begin to Heal Deep Cultural Divides
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 45
BASE: GENERAL PUBLIC W45 (n=1967)
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
29Harris Insights & Analytics LLC, A Stagwell Company © 2020
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
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 46
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?
30Harris Insights & Analytics LLC, A Stagwell Company © 2020
While Republicans Say BLM Protests As More Violent Than the Capitol
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
31Harris Insights & Analytics LLC, A Stagwell Company © 2020
Older Americans Worry About Sowing Division; History Repeating
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
Harris Insights & Analytics LLC, A Stagwell Company © 2020
32
Marketing In The MomentAmerica’s (Fluid) Expectations for Companies and Marketers
Part Two:
33Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
34Harris Insights & Analytics LLC, A Stagwell Company © 2020
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
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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?
35Harris Insights & Analytics LLC, A Stagwell Company © 2020
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
36Harris Insights & Analytics LLC, A Stagwell Company © 2020
A Majority Say Brands Should Address COVID in Advertising; Offer Guidance
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
37Harris Insights & Analytics LLC, A Stagwell Company © 2020
Consumers Approve of COVID Precautions, Diversity, Unity in Advertising
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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.
38Harris Insights & Analytics LLC, A Stagwell Company © 2020
Americans Have Increased Expectations for Brands To Lead on Diversity
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
39Harris Insights & Analytics LLC, A Stagwell Company © 2020
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
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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?
40Harris Insights & Analytics LLC, A Stagwell Company © 2020
Americans: Advertising on Social Media Should Be Paused Until Inauguration
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
41Harris Insights & Analytics LLC, A Stagwell Company © 2020
Americans Also Support Pausing Political Contributions for Both Parties
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
42Harris Insights & Analytics LLC, A Stagwell Company © 2020
Most Americans Say Companies Should Not Make Political Contributions
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
43Harris Insights & Analytics LLC, A Stagwell Company © 2020
Marketing in a Divided America: Peril and Promise
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
44Harris Insights & Analytics LLC, A Stagwell Company © 2020
Brand Safety Now Takes On Heightened Risk After January 6th
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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
45Harris Insights & Analytics LLC, A Stagwell Company © 2020
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
THE HARRIS POLL: COVID-19 IN THE U.S.
.
Source: Harris Poll COVID19 Tracker Wave 47
BASE: GENERAL PUBLIC W47 (n=1960)
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)?
46Harris Insights & Analytics LLC, A Stagwell Company © 2020
John Gerzema CEO,
The Harris Poll