SEPTEMBER 2020

YOUTH IN PANDEMIC:
THE KIDS ARE NOT
ALRIGHT
The evolution of youth’s attitudes and behaviors and
how brands can help shape the future

insights from
 YOUTH IN PANDEMIC: CHECK IN MARKETS

EMEA
Austria, Belgium, Britain,
N. AMERICA
VICE Media Group is tracking the Canada, USA
Denmark, France, Germany,
Greece, Ireland, Italy,
Netherlands, Romania, Spain,
Switzerland, UAE
evolution of youth’s attitudes and
behaviors over time to determine LATAM
APAC
Australia, India, Indonesia,

the pandemic’s lasting impact on Argentina, Brazil,

Columbia, Mexico
Japan, Korea, Philippines,
Singapore, Thailand,
Vietnam, China, Malaysia

the world.

METHODOLOGY

Online quantitative studies were fielded via VICE, Refinery29, Youth in Pandemic Youth in Pandemic Youth in Pandemic
Check in I Check in II Check in III
and i-D websites and social channels to track youth’s responses
to the COVID-19 pandemic.

Additional qualitative questions fielded to VICE Media Group’s n=9,360 n=4,041 n=1,000
proprietary insights communities, VICE Voices and Mad Chatter.
MARCH JUNE SEPTEMBER
(GLOBAL) (GLOBAL) (US & UK)

Category Deep-Dives

Menu for the Spotlight on the Future Re-imagining Prescription for the Love After
Post-COVID Future of Entertainment Home post-COVID future Lockdown
APRIL-MAY APRIL-MAY APRIL-MAY MAY-JUNE MAY-JUNE
THE FUTURE
AIN’T WHAT IT
USED TO BE

3
Youth predict monumental societal shifts, especially in how
we engage with the economy and each other.

Q: What do you imagine will be the most lasting societal change after this pandemic?

Sources:outh in Pandemic: Check in I Youth in Pandemic: Check in II

MARCH JUNE

4
 The global impact of these changes
remains uncertain.
Q: Do you feel Coronavirus will have a positive or negative long-term impact on society and culture?

MARCH JUNE

51% Positive 52% Positive

49% Negative 48% Negative

5
Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II
 In the US, the future looks bleak.

Q: Do you feel Coronavirus will have a positive or negative long-term impact on society and culture? (US-only)

MARCH JUNE SEPTEMBER

42% Positive 41% Positive 33% Positive

58% Negative 59% Negative 67% Negative

6
Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II
 Around the world, hope
for a better future is “
[My overall state of wellbeing is a 1/10 due
to] racism, COVID-19, job loss, the struggle
deteriorating. with the state of the world.
MILLENNIAL WOMAN, CANADA

How would you describe your emotions today compared to an average day
before COVID-19?

% answering high/very high

MARCH
JUNE

EMOTION LEVEL AT NORMAL

HOPEFULNESS

Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II

7
 They see a future plagued with fear and
lost opportunity.

Fear without end Dreams derailed

“I work in a school that is

open 5 days per week and
“
The longer we go in the
year, the more I feel the
“
Plans have all been
scuppered both short and
“
The coronavirus makes it
less likely that my family,
all students are in school, virus' impact on almost long-term with regards to friends, and myself will
no remote learning. It feels every aspect of life. And it my career, my personal survive into the future.
as though it's inevitable that sounds like a second wave dreams, my relationship. Climate change threatens
I will get sick. I feel hopeless will be coming. Dating will be so different any human future at all.
in every aspect in my life. I in the future and that Not worth it to have kids
MILLENNIAL WOMAN, US
don't feel like anything is makes me less hopeful or a career. Just trying to
going to get better any time for finding a partner and enjoy life one day at a
relatively soon. And I am having children when I time.
having a really difficult time Not knowing when Covid had planned.
adjusting to our "new will come to some sort of
MILLENNIAL WOMAN, US
normal". end and when we will all GEN Z WOMAN, CANADA
be some kind of safe
MILLENNIAL WOMAN, US again.

MILLENNIAL WOMAN, UK

8
Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II
 They’ve lost faith in leadership and one another.

Distrust in government Distrust in one another

“I don't trust the government

to help or make good
“
The government’s lack of
direction in leading the
“
Realizing how many
people in this country
“
No one is coming to save
us and I’m not sure we
decisions regarding the country through the simply cannot be bothered are willing or able to save
pandemic, millions are still pandemic to care about other people ourselves.
out of work and there's no has made me less hopeful
additional financial help, MILLENNIAL MAN, UK than ever about our future. MILLENNIAL MAN, US

crime is increasing, police How can we address huge,

are still killing unarmed The current political systemic, serious issues
black people, Trump is trying climate does not foster like racial injustice, climate The change in people’s
to discredit the election, the hope for younger change, or voting rights attitudes from helping
country seems to be heading generations. We've been when we cannot even get each other to only caring
towards a more fascist state. shown time and time again people to put a freakin about themselves
that we want change but it mask on their face when
MILLENNIAL WOMAN, US
will never come through they go to the store to GEN Z WOMAN, UK

our elected keep their neighbors from

representatives. DYING!?!
MILLENNIAL MAN, US
MILLENNIAL WOMAN, US
9
Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II
WE’RE IN THE
MIDST OF A
MENTAL HEALTH
CRISIS
Brand need: Help consumers take care of themselves.

1
0
The initial shock of COVID-19 has subsided,
but youth still feel overwhelmed.

How would you describe your emotions today compared to an average day before COVID-19?

% answering high/very high

62%
MARCH
US in Sept.

JUNE

EMOTION LEVEL AT NORMAL

FEAR OVERWHELM 1
Sources: Youth in Pandemic: Check in I Youth in Pandemic: Check in II 1
 Their fear has shifted from the virus to their
mental health.
Which of the following causes you the most fear/anxiety?

MARCH
JUNE

A friend or family #1 Fear in

member getting the March
Coronavirus

Getting the
Coronavirus
myself

My emotional/
mental health #1 Fear
in June

1
Sources: Youth in Pandemic: Check in I Youth in Pandemic: Check in II
2
 Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II

Mental health has become a

chronic struggle for many.

How would you describe your emotions today compared to an average

day before COVID-19?

% answering high/very high

69%
MARCH
US in Sept.
JUNE 60%
US in Sept.

48%
US in Sept.

AS SEEN ON VICE

Self-Care Tips for

Black People Who Are
EMOTION LEVEL Really Going Through
AT NORMAL
It Right Now

DEPRESSION ANXIETY STRESS 1,315% above benchmark

13
Our wellbeing will depend
on our mental and emotional
health.
Most important aspects of Wellbeing ( 9-10 ratings on a 10-point scale)

#1 +13ppts

63%
Emotional wellbeing
will be the most
51%

important aspect of AS SEEN ON VICE

health & wellness What to Do When

after COVID-19. Everyone Needs Support
but You’re Only One
Most important Most important Person
BEFORE COVID AFTER COVID Sources: Youth in Pandemic: Check in II

234% above benchmark

14
 Youth are recognizing the need for self-care and
implementing it.

Have you taken any of the following actions in order to stay connected and maintain your wellbeing?

Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II

MARCH JUNE

Added or increased a
12% 18%
meditation practice +6 ppts
+11 ppts LATAM

13%
Spoke to a coach or therapist 3% +10 ppts
+14 puts LATAM
+15 ppts NA

Downloaded or increased my use

6% 11%
of a mental health app(s) +5 ppts
+6 ppts APAC

SELF-CARE NET SCORE: 17% 30% +13 ppts 15

OUR
RELATIONSHIPS
ARE AT STAKE
Brand Need: Provide tools for meaningful and
safe experiences.

16
 Physical separation has left
young people feeling lonely
and disconnected.
How would you describe your emotions today compared to an
average day before COVID-19?w

% answering high/very high

MARCH
JUNE

EMOTION LEVEL
AT NORMAL

LONELINESS
CONNECTION
“
I miss my friends
very much - the
social contact
like being able to
hold each other.
- GEN Z WOMAN, CANADA

-61% Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II

17
US in Sept.
 They are worried
about the status of
their relationships.

2X 2.4x for Gen Z

AS SEEN ON R29

Young people are 2x

Quarantine Might Be
Ruining Your more likely to be
Relationship. Here’s
How To Save It feeling fearful /
1,659% above benchmark
anxious about their

“
[My overall state of
wellbeing is poor because I
relationships in June
2020 compared to
March 2020.
have] no social life, college
graduation getting ruined,
my relationship being
rocky.
- GEN Z WOMAN, US
18
Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II
 Virtual experiences have kept them connected
throughout the pandemic.

Have you taken any of the following actions in order to stay connected and maintain your wellbeing?

Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II AS SEEN ON R29

MARCH JUNE

The Best Care Packages

For Bridging Social
Increased the amount I use social media 47% 45% Distance

3,181% above benchmark

Reached out to someone I haven’t spoken to in a while 31% 38%

Hosted or joined a virtual hangout 22% 34%

+12 ppts

Created a new group chat or chain 15% 16%

Downloaded or increased my use of a dating app(s) 6% 11%

+5 ppts

RE-CONNECTION NET SCORE: 70% 73% 19

 Virtual connection is not a direct
replacement for in-person connection.

What contributed to your low wellbeing score?

“
I don’t know how long
it’ll be before I see
“
I live alone, work from
home and I haven’t
“
I miss my boyfriend,
who is in France. I
“
So hard to get motivated
to exercise in lockdown.
friends or family again. seen anyone I know have not seen him Have tried my dance
I also haven’t touched in weeks. since February and I studio’s online classes
a person in almost do not know when but it’s not the same as
- MILLENNIAL MAN, BRITAIN
three months, and I we'll meet again. in person.
don’t know when I will WELLBEING SCORE: 2/10
again, which is really - MILLENNIAL WOMAN, ITALY - MILLENNIAL WOMAN, AUSTRALIA

strange. WELLBEING SCORE: 5/10

WELLBEING SCORE: 5/10
- MILLENNIAL WOMAN, IRELAND

WELLBEING SCORE: 5/10

Sources: Youth in Pandemic: Check in II 20

 No matter how much they miss it, returning to
social experiences induces anxiety.
How do you feel about returning to social experiences when social-distancing mandates are lifted?

20%
NERVOUS
60% 68% NA

51% EMEA

24% NA of young people foresee

themselves experiencing social
49% FEELINGS ON
RETURNING
18% APAC
anxiety as things reopen
EXCITED TO SOCIAL
EXPERIENCES
38% NA

56% APAC AS SEEN ON VICE

31%
HESITANT
How to Gracefully Ask
for a Little Space—Or
Just Say 'No'—During
38% NA a Pandemic

144% above benchmark

Sources: Menu for the Post-COVID Future; Youth In Pandemic Check in II
 Social experiences will be
reserved for the most
“
Isolation and quarantine has helped me
see who my real friends really are and
who actually wants to be in my life and
meaningful people and whose attention I was just chasing after.

places. - GEN Z MAN, UNITED STATES

They’ll seek closer They’ll bring They’ll prioritize their

romantic relationships. entertaining home. favorite places.

“
I will go out with who I consider important.
64% 7in10 TOP 3 - GEN Z MAN, ITALY

of those single & feel most comfortable The Top 3 places

dating will seek getting together with they’re most excited
more meaningful a few people at to return to:
connections after someone's home after
the pandemic. restrictions are lifted

(35% will be less

open to flings)
(#1 social experience they’re
most comfortable with)
#1

#2
Their favorite bars

Their favorite
neighborhood
restaurants
“
My husband and I have had a chance to
reconnect and have more meaningful
Their go-to in-depth conversations throughout the day.
#3
coffee shops
- MILLENNIAL WOMAN, CANADA
Sources: Youth in Pandemic: Check in I;
Youth in Pandemic: Check in II; Menu for
the Post-COVID Future 22
WE’RE BORED
OUT OF
OUR MINDS
Brand Need: Entertain us, please.

23
Boredom has become the
norm.
How would you describe your emotions today compared to an
average day before COVID-19?

% answering high/very high

MARCH
JUNE “
Quarantine has been a calm,
relaxing time for me… but also
lonely - nothing to do, a lot of
boredom and therefore no
force to move.
- GEN Z WOMAN, GERMANY

“
[My wellbeing is suboptimal
due to] the repetitiveness of my
EMOTION LEVEL
AT NORMAL days, boredom and fatigue.
- GEN Z WOMAN, ITALY
BOREDOM
Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II
24
 Entertainment is the go-to cure for
quarantine boredom.

Have you taken any of the following actions in order to stay connected and maintain your wellbeing?

Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II AS SEEN ON R29

MARCH JUNE Games To Play Online

With Your Friends While
We’re All Stuck At Home
Participated in online gaming 28% 29%
(37% Men; 19% Women) (39% Men; 20% Women) 1,127% above benchmark

Downloaded a new social media app(s) 14% 17%

Subscribed to a new streaming service(s) 23%

14% +9 ppts

Attended a virtual concert or event 13% 22%

+9 ppts

ENTERTAINMENT NET SCORE: 50% 59% +9 ppts

 AS SEEN ON VICE

This increased reliance on Legendary Piracy App

Popcorn Time Comes
Back From the Dead

at-home entertainment will During Coronavirus

917% above benchmark

become ingrained in culture.

What do you imagine the world of entertainment will look like after the pandemic?

Sources: Spotlight on the Future of Entertainment 26

WE LACK
PURPOSE
Brand Need: Help us find meaning in our daily lives.

27
Youth feel unfulfilled.

How would you describe your emotions today compared to an

average day before COVID-19?

% answering high/very high

MARCH
JUNE

PURPOSEFULNESS
“
I have everything I
need, but lack a
EMOTION LEVEL sense of purpose
AT NORMAL
and fulfillment.

- MILLENNIAL WOMAN, US

-46%
US in Sept.
Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II
28
 Creativity has helped them discover a
new sense of purpose.

Have you taken any of the following actions in order to stay connected and maintain your wellbeing?

Sources: Youth in Pandemic: Check in I; Youth in Pandemic: Check in II AS SEEN ON VICE

People All Over the

MARCH JUNE World Are Making Frothy
‘Dalagona’ Coffee,
Thanks to Quarantine

Experimented with new recipes 28% 48% 6,860% above benchmark

+20 ppts

39%
Taken up or gotten back to a hobby 31% +8 ppts

29%
Learned a new skill 18% +11 ppts

CREATIVITY NET SCORE: 54% 69% +15 ppts

 THEIR RELATIONSHIPS
They’re tapping
creativity to enrich 45% Will be more open to
creative ways of dating
after the pandemic

all aspects of life.

AS SEEN ON VICE

54% 35% Get more creative with the home space

1in3 Brands Are Giving Away

THEIR HOMES

27% Start home repairing Their Secret Recipes

Because of Coronavirus
Are making 24% Start a new home project

adjustments Describe their current 1,207% above benchmark

to their home relationship with food
as “creative.”
during lockdown

THEIR FOOD
1in4 20%
THEIR GAMES

Are playing / wanting to play Believe that more people will

more creative / arts games
view gaming as a source of
creativity after COVID-19.
Sources: Youth in Pandemic: Check in I; Youth
in Pandemic: Check in II; Menu for the
Post-COVID Future; Spotlight on the Future of
Entertainment; Re-imagining home
New 01 With the future unknown and hope diminishing, help young
people focus on what they can control here and now.

Directions Be mindful of emotional wellbeing in all things you do - from

There has been a drastic shift in how

02 products and services to corporate policies. Self-care will be
the driving force behind many consumer decisions.
consumers feel, which is starting to
permanently impact how they live
their lives. We believe brands can
help them through this moment and Enhance the virtual experiences that are here to stay, and
into a better future. 03 help make in-person interactions even more meaningful.

04 Find new ways to entertain - topics, formats, distribution, etc.

Cultivate creativity within the company and among consumers

05 to help people find purpose and meaning in their daily lives.
THANK
YOU
insights from