YOUTH IN

PANDEMIC
HOPES AND FEARS FOR AN
UNCERTAIN FUTURE

insights from

1
 Understand how young people around the world are truly feeling and
OBJECTIVE

behaving during the COVID-19 pandemic.

APPROACH

An online quantitative study fielded from March 20-29 via VICE, Refinery29, and i-D websites and social channels. Additional
qualitative questions fielded to VICE Media Group’s proprietary insights communities, VICE Voices and Mad Chatter.

MARKETS SAMPLE SIZE GENDER

N=9,360 48% 48% 4%

MEN WOMEN NON-BINARY/
N/A
EMEA
Austria, Belgium, Britain,
N. AMERICA
Canada, USA
Denmark, France, Germany,
Greece, Ireland, Italy,
G E N E R AT I O N
Netherlands, Romania,
Spain, Switzerland, UAE

36% 57% 7%
A PAC GEN Z MILLENNIAL GEN X
L ATA M Australia, India, Indonesia,
Argentina, Brazil, Japan, Korea, Philippines,
Columbia, Mexico Singapore, Thailand, Vietnam
L O C AT I O N

9% 19% 32% 40%

MAJOR CITY
RURAL SUBURBAN URBAN (1MM+ PEOPLE)
AT T I T U D E S

EMOTIONS
ARE RUNNING
HIGH
3
 Young people are taking the pandemic seriously. They believe they are doing
everything they personally can to limit the spread of the virus.

GLOBAL APPROACH

DISAGREE NEUTRA L AGR EE

4% “I AM DOING EVERYTHING I CAN TO LIMIT THE SPREAD OF CORONAVIRUS” 87%

46% “I FEEL OTHERS ARE DOING EVERYTHING THEY CAN TO LIMIT THE SPREAD OF CORONAVIRUS” 28%

“ “
“ We are in this exceptional
situation for a very long time.
No social contacts, all plans
are uncertain or canceled.
“ The government should be
more strict about staying
home, still lots of people
don’t get the situation.

— Gen Z, Woman, Germany — Millennial, Woman, United States

Q : H o w m uc h do yo u a g re e o r d i sag ree with the following statem ents? 4

 Youth are both overwhelmed with fear and anxiety and expressing
compassion and gratitude.

HOW THEY ARE FEELING

ty
ain
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Un
Q : H o w wo u l d yo u de sc ri b e yo u r
e m o t i on s t o d a y c omp ared to a n

hy
a v e ra g e d a y b efo re the C oron a vi rus?
+73%

at
p
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+60%

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+55%

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+52%

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+45%
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+36% +36%
os

+32% +34%
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+30%
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+22%
Ca
p
Ha

+16%
+13%

NORMAL

-8% -8%
-14% -15%
-16% -17% -17%
-19%
-23% -21% -22%
VERY HIG H
-28% -28%
-33% HI GH
-33%
-36% -36% LOW
-40% VERY LOW

5
 Q : How would you des cribe
your emot ion s to day

The pandemic has drastically shifted young people’s perspective, co mp ared to an average day
befo re t he Coro navirus ?
Follow up: W hy ?

generating deep empathy for others.

THINKING ABOUT OTHERS RETHINKING ABOUT ME

"A lot of my friends have lost their jobs due to the government shut down
of our restaurants and I was the one that had to file most of their
unemployment paperwork. Hearing their stories and learning more
about their situations has given me insight to their worlds and caused
me to be more empathetic.”
— Millennial, Woman, United States
“The kind of togetherness it has brought among people is going to
stay.. specially with the younger generation… people will show more
empathy towards the fellow mates and will be better adapted to times
of crisis in future.”
— Gen Z, Woman, India
“I realized that many households are far more worse-o! than mine.”
— Millennial, Man, Indonesia
“Being alive and feeling it very intensely… I'm very aware of the fact
that I was gifted this healthy life with money, and that others don't
have as much as I do. That makes me even more grateful for the
things I have. Also I lost bitterness for not having other things I
previously thought I needed. I'm happy with what I have and what this
universe has to o#er me, it's one big expedition.”
— Gen Z, Man, Belgium

“I’ve been blown away by the frontline healthcare workers AND other
essential workers (delivery folks, grocery store and pharmacy sta#,
doormen) - putting themselves at risk to keep us safe. My heart is
breaking for the massive world-wide grief, people's inability to be with
their ailing/dying loved ones. I am a social worker so am generally
pretty empathic but it’s stronger these days.”
“The collective chaos. We are all experiencing this together, across the
globe, and because of this collective experience I can empathize with High
everyone, I’m experiencing it all too. It’s a scary and a trying time in Levels of
history but I feel with the people, the masses, those without millions of Empathy
dollars to protect ourselves or isolate on an island somewhere. We the
people are doing this together.”

— Millennial, Woman, United States — Millennial, Woman, United States


They have found gratitude in unexpected places.
THE GIFT OF TIME
"Actually having time to reflect on myself. To
think what I actually want and what exactly I
have to do."
– Gen Z, Man, Indonesia
"[I'm unexpectedly grateful] for the time to
listen, to experience and be inspired in a
way that had never been possible before.”
– Gen Z, Woman, Austria
"Getting out of the hamster wheel of work
and moving away from appointments,
orders, deadlines completely thrown at
yourself and focusing on what is really
important to me, work, family, leisure time..."
– Millenial, Man, Germany
COMING TOGETHER IN A
TIME OF DISTANCE
"I am grateful to live in a country where we have
some "social consciousness" and people in
general are very committed to the common good
right now."
– Millennial, Woman, Spain
"I am unexpectedly grateful for my community.
My community consists of my small town, my
state, my social media followers, my colleagues,
my friends. I’ve always thought I had a deep
sense of community, but seeing so many people
CHOOSE to rally together, support, and love one
another has been absolutely amazing. This is
such a scary unpredictable time and instead of
people choosing selfishness and cruelty, many
have chosen love and kindness."
– Gen Z, Woman, United States
“People all around the world coming together for
one single cause, irregardless of the race, religion
or skin color.”
– Millennial, Man, Malaysia
Q : W hat are you un expectedly
grateful fo r at t his time?
RECOGNIZING THE OFTEN
UNRECOGNIZED
"The fact that others for once are paying
attention to the service industry and public
service. They are thanking doctors and nurses
and grocery store employees for the first time,
likely ever.  Not all public servants are being
noticed...but this is something. It’s a start. And
hopefully a chance for others to think twice
about how much they take for granted."
– Millennial, Woman, United States
“[I'm unexpectedly grateful for] the
overwhelming support of the community to us
health workers.”
– Millennial, Man, Philippines
High
“Grocery workers, truck drivers, freight and Levels of
logistics operators, cleaners, janitors - the Gratitude
unsung, underpaid and undervalued members
of society who just keep things moving along.”
– Millennial, Woman, Australia
Fear of the virus and the economic impact fuel young people’s anxiety.

WHAT MAKES THEM ANXIOUS

Q : W h a t c a u s e s yo u th e most fe a r/anxiety?
Global Average

65%

50%
43%
38% 38%

29% 29% 29%

16% 15%
9%

A friend or family The economic Getting the My emotional/ My personal Running out of My job security The news/media Social media My relationships Other
member getting impact Coronavirus mental health finances food/home
the coronavirus myself supplies

8
 Millennials, in the prime of their careers, worry more about economic impact. Gen
Z, in their social prime, are more concerned about mental health and relationships.

WHAT MAKES THEM ANXIOUS

AS SEEN ON R29 Gen Z

A Week Teaching Remotely,
Millennial
After Evacuating From China, Gen X
On A $31,761 Salary- Refinery29 Global Average

67%
65%

55%
Refinery29 Money Diaries as told
by someone financially impacted 50% 50%
by COVID-19
45%
42% 43% 43%
+250% above organic visits 40% 41%
benchmark
35%
34% 34%
32% 31% 31%
30%
28%

23% 22%
20% 21%
18% 19% 18%
16%

12%
8% 9% 9% 8%
7%

A friend or family The Getting the My emotional/ My personal Running out of My job The news/ Social media My Other
Q : W h ic h o f t h e fo ll ow i ng ca u se s
y o u th e m o s t f ear /anxi ety? member getting economic Coronavirus mental health finances food/home security media relationships
the coronavirus impact myself supplies
9
 Q : How would you des cribe your emotion s

With much of their social lives ripped out from under

today co mpared to an average day
befo re t he Coro navirus ?

them, Gen Z is feeling particularly bored and lonely.

GEN Z
[Other things that cause fear/
anxiety]: “Missing out on significant
life events because of the virus (i.e.
graduation, prom, etc.)”

– Gen Z, Man, Unites States

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“Of course I want to see other

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people and socialize with them. I

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pin

Ca
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hate being at my house 24/7.

Ha

Higher levels
However, we’re in times of
Global Avg. NORMAL patience. For now, staying home
being productive is the best.”
Lower levels
– Gen Z, Man, South Korea

10
 Q : How would you des cribe your emotion s

Looking toward APAC where the pandemic is

today co mpared to an average day
befo re t he Coro navirus ?

farthest along, we see hope for the future.

“I hope I find myself during this time,
because I only have time to myself for
NORTH AMERICA most of the day. So I hope I could know

ty
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myself better, slow things down, and

c
Un
love myself.”

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– Millennial, Man, Indonesia

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“I'm grateful that there is less human

Pu
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Ca

activity and because of that there is less

Ha

NORMAL
pollution. I've already seen posts in my
country in where mother nature has
somewhat healed the damage humans
caused. There are more sea creatures near
the coast where before it’s impossible or to
little would show up. Hope the
regeneration of the environment
continues.”

ty
ain
ert
APAC

c
thy

Un
pa
– Gen Z, Man, Philippines

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“I'm unexpectedly grateful that India got

s

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Pu
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locked down in advance even before the

Ca
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Ha

cases crossed 500. There is a thin of hope

NORMAL
that we are all going to be okay.”

– Millennial, Woman, India

11
B E H AV I O R S

CONTENT
CONSUMPTION
GOES VIRAL
12
 The roots of behavioral change are forming. Youth are creating new ways to
connect with others and themselves. Gen Z ups their entertainment consumption.

WHAT THEY HAVE BEEN DOING

AS SEEN ON VICE
RECONNECTION ROUTINE C R E AT I V I T Y E N T E R TA I N M E N T M E N TA L H E A LT H

Increased the amount Improved my sleep routine Taken up or gotten Participated in online Added or increased a
I use social media back to a hobby gaming meditation practice
27%
47% 31% 28% 12%

Reached out to someone I Started a new exercise Experimented with new Downloaded a new social Downloaded or increased
Gaming content page views on haven’t spoken to in a while routine recipes media app(s) my use of a mental health
VICE have increased >289% MoM app(s)
(February to March) 31% 26% 28% 14% 6%
Hosted or joined a virtual Implemented a new 
 Learned a new skill Subscribed to a new Spoke to a therapist
hangout self-care routine streaming service(s)
18% 3%
22% 24% 14%

Created a new group chat Implemented new steps Attended a virtual concert
or chain to balance my work and or event
home life
15% 13%
18%
Downloaded or increased
my use of a dating app(s)

6%

Q : W h a t a c t i o ns h a ve yo u ta ke n i n
o rde r t o s t a y c onn e cted , ma i nta i n
rel at i o n s h ip s, or m an a g e y o u r
NET SCORE: 70% NET SCORE: 58% NET SCORE: 54% NET SCORE: 50% NET SCORE: 17%
m e n t a l h ea l t h ? GEN Z: 59% MILLENNIAL: 47% GEN X: 27%
 News keeps young people in the know, but love and laughter
are getting them through this.

WHAT KEEPS THEM GROUNDED

63% Gen Z
Millennial
Gen X
65%
Global Average
62%
60%

54%
48%
45% 40% 45%
44%
45%
44%
37% 35%
38%
34% 31%
37%
35% 35%
34%
33% 33% 33% 33%
31%
28%
27%

Family & Friends: Entertainment: Finding Finances: Having enough Social media: Staying Purpose: Feeling a sense News: Staying in the know Products: Having the
Connecting with loved ones comic relief/distraction money to support myself connected online of purpose today and into things I need for daily life
and/or family the future

Q : W h a t m a k e s yo u fee l mo st e moti onally grounded dur ing this tim e? 14

 Their socials feeds are their go-to for comic relief, but they look for
news and advice there too.

SOCIAL POSTS THAT MAKE THEM FEEL CAPABLE OF GETTING THROUGH THIS

Gen Z
72%
64% Millennial
Gen X
Global Average
64%

62%

50% 55%
52%
43%
50%

49%
47% 41%
43%
43%

42%
41%
41%

36%
32%
35%
32%
32%

30%

26%
21%
25% 25%

21% 21%
21%

Memes/humor News updates Daily tips & advice Update from peers on how Causes to support Inspirational quotes
they’re managing
Q : T h in k a b o u t w hat i s cu rre n tl y i n your social feed.
W h ic h t y p e s o f po sts h a ve mad e you feel the m ost
c a pa b le of g e tti n g th rou g h th i s p and em ic? 15
 Youth in APAC are more likely to turn to their social feeds for news
and information.

SOCIAL POSTS THAT MAKE THEM FEEL CAPABLE OF GETTING THROUGH THIS

AS SEEN ON VICE

Personal tips & advice from NA

those in isolation LATAM
EMEA
APAC
Global Average

70% 64%
65%
64%
64%

1MM Views in one week

58% 50% 60%

43% 50% 41%

50%

46% 46%
43%

41% 41% 32%

41%

40% 40%
39% 39%
38%

33% 32%

30%
27%
21% 27%
25%
23% 21%

20%
17%

13%

Q : T h in k a b o u t w hat i s cu rre n tl y i n
y o u r s o c i al f e ed. Wh i ch typ es o f
po s t s h a v e m ad e y ou fe e l the most
c a pa b le of g e tti n g th rou g h th i s Memes/humor News updates Daily tips & advice Update from peers on how Causes to support Inspirational quotes
pa n d e m ic ? they’re managing 16
 Young people are equally looking for news they can use in the form of actionable
daily tips and content to entertain them or take their mind off of the coronavirus.

CONTENT THEY WANT TO CONSUME

AS SEEN ON R29
C O R O N AV I R U S - R E L AT E D N O N - C O R O N AV I R U S
The Pantry Meals Real People
Are Cooking Right Now

43% “What to do when…” tips 48% Uplifting, inspirational, or

comic-relief content

41% 46%
Information on how to manage MILLENNIAL Non-coronavirus related
45%
my finances during this time content

Top Performing R29 Food Story

35% Tips for at-home routines
(e.g. beauty, workout)
GEN Z

42% 43% Recommendations for
at-home entertainment
GEN Z

51%

week of March 30

31% 16%
Online shopping tips for
Tips for cooking/recipes
AS SEEN ON VICE TV
categories beyond food

Dark Side of the Ring Season 2

27% Tips on staying connected

with friends & family.

NET SCORE: 78% NET SCORE: 79%

The March 24th premier of Dark “Right now, beauty tutorials and looks, more articles on working from “Less coronavirus! Give us something to
Side of the Ring, Season 2 was home, financial tips and forecasting, relationships at home, etc.” relieve our anxiety!”
VICE TV’s most watched original
telecast is network history
— Millennial, Woman, United States — Millennial, Man, Brazil
Q : W h a t t y p e s o f sto ri e s w ou l d yo u
li ke t o h e a r f ro m u s? 17
 When they want information about COVID-19, they turn to relevant government
organizations such as the WHO and those on the front lines of the pandemic first.

INFORMATION THEY RELY ON

AS SEEN ON VICE
MOST SOMEW HAT
Diary of a Doctor

Government organizations (e.g. WHO, etc.) 90%

Doctors/Hospital Employees 83%

Traditional news outlets (e.g. CNN, etc.) 79%

VICE’s ‘Diary of a Doctor’ series:

Alternative/independent news outlets 70% Gen Z Millennial Gen X
On the Frontline of COVID-19,
shares personal stories from those 71% 70% 65%
on the frontline
Personal stories from those impacted by Coronavirus 65%
245K+ Video Views in the
first week
National leaders 58%

Direct friends and family  56%

Local leaders 53%

Lifestyle media outlets  36%

24%
Q : H o w m uc h do yo u rel y on
in fo r m at i o n f rom the fo l l o w i n g Word of mouth
s o u rce s a b o u t an d s urro u n d i n g
Co ro n a v ir u s ?
18
There is little trust in government leaders to provide information and guidance.

“
I RELY ON NATIONAL
LEADERS FOR INFORMATION
“
I RELY ON LOCAL LEADERS
FOR INFORMATION ABOUT
ABOUT AND SURROUNDING AND SURROUNDING
“
CORONAVIRUS. “
CORONAVIRUS.

LATAM 5% LATAM 10%

NA 21% NA 22%

APAC 24% APAC 14%

EMEA 32% EMEA 24%

MOST MOST

Q : H o w m uc h d o y o u re l y o n i n fo r ma t i o n f rom th e f ol l ow i n g so u rc e s a bo u t a nd su r roun di n g C oro n av i r us ? 19

PREDICTIONS

A CHANCE
TO SHAPE
THE FUTURE
20
 Young people predict the world will be forever changed
economically and socially.

WHAT THEY THINK WILL CHANGE AFTER THE PANDEMIC

THE WAY THE WAY WE THE WAY WE

THE WAY WE THE WAY WE
OUR ENGAGE THE WAY WE THE WAY ADDRESS THE WAY THE WAY
RALLY BEHIND ENGAGE IN
ECONOMY WITH OUR SOCIALIZE WE WORK CLIMATE WE SHOP WE EAT
CAUSES ENTERTAINMENT
OPERATES COMMUNITY CHANGE

GLOBAL 62% 55% 51% 47% 31% 31% 26% 21% 18%

GEN Z 61% 59% 54% 43% 34% 34% 26% 22% 20%

MILLENNIAL 63% 53% 49% 52% 30% 30% 26% 21% 18%

GEN X 54% 49% 42% 36% 25% 31% 22% 11% 11%

Q : W h a t d o y o u i ma g i n e w i l l b e th e m ost lasting societal change after this pa nd em i c?

 The energy of the post COVID world remains undecided.

FUTURE OUTLOOK GLOBALLY BY MARKET BY GENDER BY GENERATION

45% 53% 51%

POSITIVE N. POSITIVE POSITIVE
MALE GEN Z
55% AMERICA 47% 49%
NEGATIVE NEGATIVE NEGATIVE

52% 50% 51%

POSITIVE POSITIVE
POSITIVE
48% L ATA M 50% FEMALE MILLENNIA L
NEGATIVE NEGATIVE 49%
NEGATIVE
51% Positive

49% Negative
57%
POSITIVE 57%
EMEA POSITIVE
43% GEN X
NEGATIVE 43%
NEGATIVE

49%
POSITIVE
APAC
51%
NEGATIVE
Q : D o y o u f e e l Co rona vi ru s w i l l
h a v e a p o s i t i v e or neg ati ve l on g -
t e r m i m p a c t o n so ci e ty a n d cu l ture? 22
 Those who feel UNITY
the future will
change for the
better see a
more human “People realizing (hopefully) how
and connected
important it is to be connected on
a human level. Waving and smiling
(interaction) with passer bys.”
world. – Millennial, Woman, Britain
"Our understanding of humanity as a
global community — no longer just
very di!erent countries.”
– Gen Z, Woman, United States
“The way that we can realize that we
are connected to each other, that
we must support another, and we
can do something peacefully.”
Q : D o y o u f e e l Co rona vi ru s w i l l
– Gen Z, Man, Indonesia
h a v e a p o s i t i v e or neg ati ve l on g -
t e r m i m p a c t o n so ci e ty a n d cu l ture?
F o l low u p : Wh y ?
COMPASSION
“I think it will make people more
aware of each other's needs and
struggles, and more compassionate.”
– Millennial, Woman, United States
“The way we put value on human
lives… The way we see both
healthcare workers and those who
work "low-ranking" jobs.”
– Millennial, Woman, Philippines
“How we deal with empathy. How we
will care and put ourselves in others’
shoes.”
– Gen Z, Man, Brazil
SOCIETAL 

BETTERMENT
“The importance of investment in
health and research. The need to
care for the most vulnerable parts
of society.”
– Gen Z, Non-binary, Brazil
“The air seems cleaner, the world
quieter. People are conscious about
health again. Money doesn't seem to
make the world go round anymore.
And we now have time, finally, to stop
and smell the roses. It seems like this
COVID-19 is a reset button for
humanity.”
– Millennial, Man, Romania
“I think that it will come to bring on a
societal shift. This has thrown a
spotlight on countless issues already
present in society. Healthcare,
di#erent experience for the rich vs. the
poor, etc.”
– Millennial, Man, United States
23
 Optimists take more actions to stay connected and manage their mental health,
and generally feel higher levels of positive emotions during the pandemic.

HOW THEY’RE FEELING WHAT THEY’RE DOING

Purposefulness Reached out to someone I haven’t spoken

to in a while.

Connectedness

51%
Hosted or joined a virtual hangout.

Hopefulness
Taken up or gotten back to a hobby. Positive

Love
Started a new exercise routine.

Gratitude

Q : H o w wo u l d yo u de sc ri b e yo u r em otions today com pared to an aver age da y b efore Q: H a v e y ou t ak e n a n y o f th e f o l l o wi n g a ct i o n s i n o rde r t o st a y c o n ne c t ed , m ai nt ai n

t h e C oro n a v i r us ? (P osi ti ve Ou tl oo k) re la t i o ns h i ps , o r ma n ag e y o u r me n ta l h ea l t h ? (P os i t i v e O u tl o o k )

24
If we don’t learn ECONOMIC DOWNFALL DISTRUST & ISOLATION

from the current

situation, young
people predict a
future full of
distrust and a “Finances. The economy. This isn't going to be good. “The way we communicate. It will birth a stigma of

broken financial
I don't know how I'm going to continue without being in physical contact with each other resulting in
making the same amount of money I was making us being even more alienated than we are now.“
before. I was living exactly paycheck to paycheck.”

system.
– Gen Z, Man, Britain
– Millennial, Woman, United States

“Decreasing trust and appreciation for

“Small businesses are going to collapse, it will be democracy, as well as an increase in selfishness
survival of the fittest. Even when everything calms widespread in society.”
down only the rich will have the capital to rebuild – Millennial, Man, Germany
businesses in society.”

– Millennial, Woman, Country Not Listed

Q : Do y o u f eel Co rona vi ru s w i l l
h a v e a p o s i ti v e or neg ati ve l on g-
t e r m i m p a c t o n so ci e ty a n d cu l ture?
F o l l ow u p : Why ?
“People will struggle to pay bills for a long time and
there will be a power grab by the rich to take even
more from the poor.”
– Gen Z, Man, United States
“I believe borders are going to be tighter after this,
and the world would be less friendly to people and
thing they don't know or understand. I also feel rich
nations will stockpile resources for future such
emergencies, leading to global shortages.”
– Millennial, Woman, India
25

Key
Takeaways
We’re at one of the biggest
crossroads in human history and
we have the power to take the
path towards a better future.
CONNECT
Despite social distancing that has left voids in
the physical spaces in our lives, the world has
never been more personal and human. We’re all
Connections with brands are critical right now.
Brands need to speak openly with their audiences
and collaborate with them for a better present
in this together and young people are relying and a better future. Being transparent and
on their connections to others for support and honest is more important than ever and will
to figure out how to get through this.  define authenticity going forward. 
CREATE
Stuck at home and uncertain about the future There are many opportunities for brands to create
that lies ahead, young people are consuming meaningful content in this environment. Don't wait
more content today than ever before. They are for things to get back to “normal”, they never will.
looking for content to understand and navigate Embrace the changes that are happening. There is
the crisis and content to help them escape it.  space to create content that informs and guides
young people during this uncertain time and space
to have fun and entertain.
CONTRIBUTE
Young people have been underestimated during
this crisis. Many media outlets have painted a
Brands have the power to help young generations
make a di#erence. Lean into the causes and
picture of carefree and naive youth. But the truth
is quite the opposite - young people are taking
people they care about and help support them.
Brands having a genuine sense of purpose has
the pandemic very seriously and care greatly
about the wellbeing of their communities and the
been increasing in importance but it’s now here to
stay, and there is no time like the present to start
world at large. It’s their limited resources and the
inability to go out and act, that has them
demonstrating it.
struggling to actualize their sense of purpose.
THANK
YOU
insights from

To dive deeper into our insights, please contact Julie Arbit, Global SVP, Insights | julie.arbit@vice.com