Segment 4: Prepared and aware

Big picture, the greater good, social distance and chill

These family-oriented folks are not panicking but they are taking things seriously.

This segment was most likely to be employed full-time before the virus; however, about 16% are out of work now. Prior to COVID-19 they had the most comfortable incomes, with 34% earning over $100K. These consumers tend to have children in their households, and most are married and own their home.

Financially comfortable — this group may be found waiting for their UberEats delivery while reading the latest news about the virus on their iPads.

@currie_inahurry, @kelley__patricia, @inLaurasWords

These consumers are likely to make new clothing purchases in the coming months and plan to rely on in-store pick-up options. This group anticipates getting food delivered to their home often, nearly 11 times on average expected this month, as well as cooking more at home. It's possible they did a lot of eating out and socializing before restrictions were put into place. These consumers are uncertain about what's to come and about half are concerned about the financial future.

• Habit changes: "More sanitation after using public places, like hand sanitizer after groceries and cleaning my phone more often"
• Biggest concern: "My family catching the virus and people not taking this seriously."

You've met "prepared and aware," now get to know the other segments