by | Apr 1, 2020 | Good To Know | 0 comments

Looking through your inbox lately, you’ll find an abundance of emails updating us as consumers on how businesses will be or will not be affected by the COVID-19 pandemic. Additionally, you’ll find their initiatives and campaigns offering to help communities, support staff, and aid medical professionals in the fight against the further spread of this virus.

Just by looking at our industry, it’s incredible to see people pulling together to share advice and guides with one another as we make our way through the current unknown. 

So, as an enabler of human understanding, at RFG we wanted to find out just how important it is to consumers to see businesses helping others during this current crisis, and what impact that can have on their purchasing behavior and loyalty.

The first of our COVID-19 quick-studies seen 1,000 U.S respondents aged 18+ asked the following three questions…

  • How has your purchasing behavior changed as a result of how businesses are handling their response to COVID-19?
  • What kind of messaging would you like to see from businesses across their social media/email and other media channels?
  • How do you think that your loyalty towards businesses who are helping others during COVID-19 will change?

We’ve created a downloadable report for you to share with your peers which breaks down the results by gender, including our key takeaways! However, for a quick run-through of our overall results, check them out below! 

Using a multi-select question, we asked: “ How has your purchasing behavior changed as a result of how businesses are handling their response to COVID-19?” 

Notably, as seen below, over half of our respondents selected that they have not changed their purchasing behavior based on how businesses are handling their response to COVID-19.

Millennial Coffee Habits
Similarly, using a multi-select question, we asked: “During the COVID-19 crisis, what kind of messaging would you like to see from businesses across their social media/email and other media channels?”

Interestingly, more respondents (albeit ever-so-slightly) are interested in hearing about how businesses are helping their staff, rather than how COVID-19 will impact them directly as a consumer.

Millennial Coffee Habits
Lastly, using a single-select question, we wanted to find out the lasting impact of a business’s messaging during COVID-19, and asked: “ When thinking about the future, how do you think that your loyalty towards businesses who are helping communities/staff during COVID-19 will change? 

While 30% of respondents said that it would have no impact on brand loyalty, 64% said that it will increase!

Millennial Coffee Habits
Understanding humans has never been more important, and as we progress to a new normal, we want to get closer to finding out the current and lasting impact that COVID-19 will have on us all. To do this, RFG will be releasing frequent mini-studies, reaching respondents to investigate various topics, but even better, we want you to collaborate with us!

We’d love for you to get involved and let us know the questions that you want answered. Want to know how parents are handling home-schooling? The number of times that Americans are washing their hands per day? Let us know in the form below! 

Enter your details below to receive the report, and share any of your campaign question suggestions that you’d love us to explore!





Your email will also be added to our email list so you receive any future reports, along with RFG news, before anyone else.

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