• by Larissa Faw , March 31, 2020

As COVID-19 continues to disrupt lives and force people to stay at home, new research from Berlin Cameron and market research firm Perksy reveals Millennials may be pessimistic about the current situation, but they express an interest in brands helping them to navigate a better way forward.

More than four in 10 Millennials (43%) believe brands play an “important” role at this time and indicate a desire for them to step up their support. In fact, one in four think they have power to be as impactful as the government.

While many brands are postponing their campaigns, almost half of Millennials think brands should continue their efforts during this time. One in three (36%) say brands should even communicate more than usual.

That said tone matters. Half say the current context needs to be addressed in advertisements and 83% want brand initiatives that help now, not later.

The survey finds those stuck inside due to the coronavirus are eager for positive connection, be it from friends, family members, or brands. In this time of social distancing, 32% of respondents would like spirits brands to create online events and 20% say they look for ideas and inspiration from bartenders.

This creates opportunity for innovative activations, a la “Club Quarantine.”

Millennials are embracing a Debbie Downer ethos. Three in four (75%) think the current situation will get worse and 40% predict it will take 1-2 months for things to improve and people can leave their homes again.

Among the bright spots, the majority claim “spending less money” has been the best thing about the pandemic, outranking the ability to spend more quality time with loved ones (42%). In fact, Millennials, surprisingly, miss outdoor activities (55%) more than social activities like hanging out with friends, going to the gym, or frequenting bars and happy hour (47%, 47%, 44% and 43% respectively).