全球同此疫情，消費者的行為不僅在當下發生了改變，而且還將在疫情過後的相當長一段時間內繼續保持這樣的變化。
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福萊國際TRUE全球智慧中心近日發布了一份題為《新冠疫情思維：疫情流行期是如何影響全球消費者》的全新報告。
FleishmanHillard’s TRUE Global Intelligence practice released the results from its six-country study, COVID-19 Mindset: How Pandemic Times Are Shaping Global Consumers, unveiling how the virus is reshaping our perceptions, behaviors, values and societies.
福萊國際TRUE全球智慧中心於2020年3月30日至4月3日期間，針對來自中國、德國、義大利、韓國、英國和美國六個國家的6566名18歲以上的成年人，進行了有關新冠疫情影響的網絡調研。
TRUE Global Intelligence, the in-house research practice of FleishmanHillard, fielded an online survey of 6,566 adults 18 and older in China, Germany, Italy, South Korea , the United Kingdom and United States from March 30-April 3, 2020.
福萊國際TRUE全球智慧中心高級合伙人、全球董事總經理娜塔莎·甘迺迪表示，「疫情已經重塑了人們對於心中真正重要事物的看法。」
「This crisis has clarified what really matters to individuals,」 said Natasha Kennedy, senior partner and global managing director of FleishmanHillard’s TRUE Global Intelligence practice.
消費者的行為不僅在當下發生了改變，而且還將在疫情過後的相當長一段時間內繼續保持這樣的變化。
Consumer behavior has changed, and for many, those changes will persist past the pandemic.
在清晰地認識到危機所帶來的消費者期望改變的前提下，各類組織能夠相應作出傳播決策，對員工、客戶和社區進行有意義的溝通。
With a clear understanding of how the crisis has changed our expectations and beliefs, organizations can make decisions and communicate relevantly and meaningfully among employees, customers and communities.
此次調查研究展現了各國受訪者在身處疫情不同階段之中的態度和期望的異同。
The simultaneous surveys provide a snapshot of various stages and expectations of the crisis,
受訪者的構成中包括了對於疫情影響有更直接認知的人群，如健康衛生從業者、面臨疾病風險的人群、以及在成年工作者中佔比達到65%的各行業一線工作者。
voiced by a cross-section of the population including healthcare workers, people at medical risk and those considered essential workers (65% of working adults), all of whom seem to feel the impact more acutely.
雖然這些國家處於疫情的不同階段，但該研究依然闡明了一些具有普遍性的結論。
While these countries are at various stages of the pandemic, the study illuminated some common experiences,
福萊國際也將根據人們態度和行為的變化，在未來的研究中繼續跟蹤。該報告的主要調查結論包括：
which the agency will continue to track in subsequent studies as attitudes and behaviors shift over time. These include:
消費者對於政府普遍表現出較強的信心
Consumers are most confident in their governments, least confident in their employers
相較其它類型的組織，各國中央政府的表現都受到了本國消費者最高比例的好評。其中，高達79%的中國消費者認為中國政府的表現是「極好的」或「可圈可點的」。
Across markets, national government receives the best ratingfor its performance compared to other institutions, but while 79% of Chinese consumers rate their national government 「excellent」 or 「great,」
而在其它國家消費者中的比例則是美國(34%)、英國(50%)、韓國(43%)、義大利(39%)和德國(37%)。
Their counterparts in the U.S. (34%), U.K. (50%), Korea (43%), Italy (39%) and Germany (37%) all give their national governments much lower ratings.
大型企業的表現同樣受到了高達66%中國消費者的好評，而這個比例在美國和韓國消費者中只佔28%，在德國消費者中則低至17%。
Major corporations are also receiving higher satisfaction in China (66%), but ratings range from a high of 28% (U.S. and Korea) to a low of 17% (Germany) across the other markets.
受訪者在為更長遠的未來做規劃，並不期望能迅速回歸到「正常」生活之中
Individuals are planning for the long-term and aren’t planning to snap back to 「normal」 life
對於需要通過等待多長時間才能回歸到「正常」生活的回答因國家而異：中國消費者的平均期望最短，為9周，仍有33%的中國消費者認為還需等待9周至兩年的時間才能恢復正常的生活秩序；
A return to 「normal」 life varies by country, with the average individual in China believing it’s as few as nine weeks away, though one-third (33%) believe it will take between 9 weeks to two years.
其它國家消費者的平均期望則更長——美國為15周、韓國和德國為17周，而英國和義大利則長達22周。
Individuals in other countries believe it will take longer: 15 weeks on average in the U.S.; 17 weeks in South Korea and Germany; and 22 weeks in the U.K. and Italy.
依然有超過五分之一的受訪者認為生活正常化還需等待長達五個月至兩年的時間。
More than one in five believe it will take between five months to two years to return to normal.
儘管大部分受訪者能夠理解企業在疫情期間進行裁員和強制安排休假，仍有高達89%的受訪者希望，企業能夠以更加慷慨和更具創造力的方式減輕疫情對於員工的負面影響。
While most understand there will be layoffs and furloughs, 89% expect employers to be generous and creative in mitigating the impact on workers.
91%的受訪者希望公司能夠採取行動保障員工的健康，其中包括了提供保護性的設備和洗手液、設置更多的休息時間、以及通過在辦公空間和公司運營中進行調整以保障足夠的健康距離。
91% expect companies to take steps to help workers stay healthy – providing them with protective equipment and hand sanitizer, making sure they have breaks to wash their hands and making physical changes to space and operations to allow social distancing, among other steps.
78%的中國受訪者表示能夠理解企業在疫情期間進行裁員和休假的安排。該比例在美國最高，達到86%；而在韓國，只有59%的受訪者表示理解。
78% of Chinese understand that some companies will need to furlough and lay off workers, a majority that holds across these countries (59% in Korea, the lowest, and 86% in the U.S., the highest.
52%的受訪者認為當前各個公司對於員工的關懷是「非常重要的」。
52% describe employers taking better care of their employees as 「very important」 right now.
消費者願意通過幫助各類企業來支持其員工
Consumers are willing to help organizations support their employees
71%的受訪者依然會通過各種方式來支持各類企業的運營，比如主動選擇快遞自提(50%)，又如通過電話或線上來完成各類服務(44%)。
71% will find ways to continue to patronize businesses, such as opting for delivery and pick up (50%) or through holding appointments by phone or online (44%).
34%的受訪者表示依然會購買當下不能使用的產品或服務，例如禮品卡(19%)，或繼續為各種會員資格和服務付費(17%)。
34% will purchase or pay for things they can’t currently use, like gift cards (19%), and continue paying for memberships and services (17%).
即便在疫情傳播逐漸得到控制，經濟和社會逐步復甦的背景下，消費者仍然保持謹慎
Consumers plan to be cautious, even when the spread of the virus subsides – with substantial implications for economic and social recovery
95%的消費者希望企業能夠通過採取衛生保障和擴大社交距離的方式來保證他們的健康。
95% of consumers want companies to implement physical protection and distancing measures to help keep them healthy.
65%的消費者正在計劃推遲購物和出行，還有52%的受訪者表示他們仍將繼續保持疫情期間改變了的購買行為。
65% are currently postponing purchases and travel, and 52% intend changes to their buying behaviors to continue.
34%的消費者計劃延後與人生有關的重大決定，26%的受訪者還表示他們將在疫情結束之後，更加嚴肅認真地對待重要的人生決定。
34% are postponing major life decisions, and 26% will take planning for major life decisions more seriously after the pandemic.
27%的消費者正在比平時更積極地參與儲蓄，同時有26%的受訪者計劃在未來加大儲蓄的力度。
27% are currently saving more than they normally do, and 26% plan to save more in the future than normal.
新冠疫情改變了人們的價值觀。同時，人們還希望疫情期間的相關福利政策能夠在疫情之後得到延續
The pandemic has changed what people value, and they want new benefits and policies to endure
經過長達數月的抗疫生活、以及認識到疫情對於經濟社會的影響之後，大部分中國消費者表示疫情改變了他們對於世界(87%)和對於作為僱主的企業(83%)的看法。
After several months of battling the virus and its economic effects, a majority of Chinese are reporting the pandemic has changed how they view: The world (87%) The country (86%) Companies as employers (83%).
68%的受訪者表示疫情改變了他們對於過往重視的商品和服務的看法。這種現象在中國(86%)和義大利(73%)的消費者中更加顯著。
68% report the pandemic has changed the products and services they once thought were important, a phenomenon even more widespread in China (86%) and Italy (73%).
63%的員工希望企業在疫情期間設立的相關福利能夠持續。該比例在中國受訪者中達84%。
63% of employees want new benefits offered during the pandemic to be made permanent. More than four of every five Chinese who work for someone else (84%) want those new benefits made permanent.
71%的受訪者希望政府在疫情期間設立的積極政策能夠持續，該比例的分布為：中國(89%)、美國(69%)、疫情期間公認的一線工作者(76%)以及健康衛生從業人員(77%)。
71% want some of the positive government policies created during the crisis to be made permanent, including: 69% of Americans; 89% of Chinese; 77% of global millennials; 76% of workers deemed essential during the pandemic; and 77% of healthcare workers.
21%的通常需要在固定辦公地點工作的受訪者(該比例在美國為26%)表示希望能夠擁有在家辦公的選擇權。
21% of people (26% in the U.S.) who would normally need to be at their place of business to do their job now expect to have the option of working from home.
26%的員工表示，他們將會在下一份工作的求職過程中更加看重企業對員工的關懷支持。他們還表示將不會對疫情期間對員工有不當行為的企業保持好感和忠誠。該比例在中國受訪者中達到32%。
26% of employees (32% in Chinese) say they will be looking for another job with an employer that supports its employees, will no longer be loyal to their employer because of their actions during the pandemic, or will look into how an organization treated its employees when considering new employers.
幾乎所有人都感受到了疫情的影響
Nearly everyone has felt the impact
98%的受訪者表示已經在未來規劃和購物方面產生了新的變化，或已經推遲、取消了原本的相關安排。此外，有90%的消費者表示將在疫情結束之後繼續保持這樣的改變。
98% have undertaken some new practice or postponed or canceled plans or purchases, and 90% report enduring changes in expectations and behaviors after the pandemic ends.
78%的消費者表示疫情促使他們更加關注個人健康，同時還有74%的受訪者表示更加關心自身的財務狀況。
78% are concerned for their health, and 74% are concerned for their financial situation.
18%的受訪者表示身邊有家庭成員或朋友的健康狀況受到了新冠疫情的影響，其中還有5%的受訪者表示身邊的親友中出現了受新冠疫情影響的致死案例。
18% have a family member or friend whose health has been impacted by COVID-19, including 5% whose family member or friend died of the disease.
在中國和義大利，有大約三分之一的受訪者表示身邊有親友的健康狀況受到了疫情的影響。
In China and Italy, one-third (31% and 33%, respectively) have a family member or friend whose health has been impacted by the virus.
福萊國際新冠疫情行動組主席、大中華區總裁兼高級合伙人曹蔚明提出， 「隨著中國先於其他國家進入到早期復甦的階段，我們看到的是一種使命感和決心，以及對於個人責任的強烈認知。我們還看到工作場所在恢復運作的同時，仍然能夠滿足保持健康距離的要求。」
「What we have seen so far as cities in China begin their early stages of recovery, is a sense of purpose and determination, and a recognition of personal responsibility,」 said Rachel Catanach, chair of FleishmanHillard’s COVID-19 Taskforce and president and senior partner for Greater China. 「Workplaces are arranged to maintain healthy distances while still enabling operations to resume. 」
儘管企業對於員工和客戶的健康安全仍有或多或少的顧慮，卻仍然能夠在甚至可能遭遇反覆的情況下，保持對於疫情好轉的期望。
Employers can acknowledge concerns about the health and safety of their employees and customers, but still create an expectation of progress, even if there may be occasional setbacks.
【來源：參考消息】
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