What the ‘New Normal’ will look like
The COVID-19 pandemic has changed our world, leading to extraordinary changes in consumer behaviours across every area of our lives. As many governments, health organizations and businesses consider reopening, Dynata has released its newest report, Global Consumer Trends COVID-19: The New Normal.
Using data from more than 11,000 consumers across 11 countries, the New Normal report takes a deeper look at the changes in our daily lives, examining which ones could be temporary – and which could be permanent in our “new normal.” This brief identifies the changes that we are seeing in how (and where) we work, and what people are doing to get back to work if they have lost their jobs because of COVID-19.
The COVID-19 pandemic has caused an unprecedented shift in behaviour across all parts of our lives, but one of its most profound impacts has been on people’s working lives. Whether they are still employed but working in a different location or have lost their jobs during the pandemic and are taking steps to return to the workforce with new skills and in different industries, we all have a “new normal” when it comes to how we work.
Some other key findings of Dynata’s New Normal Report include:
- COVID-19 is responsible for one in four recent layoffs – the pandemic is driving unemployment, hurting some sectors more than others, with retail accounting for 14% of layoffs globally.
- The newly-unemployed believe their old jobs won’t be there when the pandemic ends – 2/3 of those laid off globally think it’s unlikely they’ll go back to previous job sectors.
- The majority of us work at home now – 75% are working from home in the UK, which is the same as the global average. There is a high of 89% in China and a low of 60% in Germany.
- Productivity is high at home – 61% in the UK say they’re just as or even more productive working from home. This is echoed globally, even among millennials (62%) and generation X (62%), who are more likely to have kids at home.