March 25th, 2021
The Return of Consumer Optimism

There’s little doubt that after multiple lockdowns overwhelmed our lives, people have had their fill of not being able to hug their loved ones, be with their friends, hang out with colleagues and do all the things that make life fun.

Unsurprisingly, with some sort of return to freedom just around the corner, many of us are dusting off our hopes and contactless payment apps ready for a return to the life outdoors.

Leading the charge back to some kind of normality are the 18 to 34-year-olds who say they will be taking the feel good factor to new heights in the all-important out of home environment.

For a group that has probably struggled more than others with their mental health during this pandemic, it’s been a long time coming. But spring is almost here and with it a huge slice of optimism, something we have measured via Ocean’s @TheLocal exclusive consumer panel.

Roadmap + vaccines are boosting spirits  

30% of consumers report they are feeling more optimistic since the roadmap to easing lockdown was announced. This increases to 43% among ABC1s and 53% among Londoners. 

35% of consumers say they feel more optimistic about the pandemic since the roll out of vaccines.

37% also report feeling more positive, which increases to 49% among those most exposed to OOH advertising.

However, while 75% of respondents say they support the proposed roadmap to recovery, 10% want to see restrictions lifted earlier than is currently proposed.

OOH: Tapping into consumer anticipation

Ocean’s @TheLocal panel is a chance to gauge how 18 to 34-years-olds plan to spend their time and money post pandemic and it’s brilliant news for the hard pressed hospitality, retail and leisure industries.

Our panel shows there will be a rapid return to what we like doing best with 30% of 18-34s and Londoners say their finances have improved compared to this time last year. Another 55% report that their finances have remained stable despite the effect of the pandemic on jobs and income.

And after 12 months of relative frugality, the 18 to 34-year-olds have saved cash to splash, saying they will increase their spend by at least 10% across all categories.

Going All Out

Life is for living and retailers, hospitality and the leisure industries are well rehearsed for the big return. New habits and routines are well ingrained, and after months of enforced social isolation, who’s really going to mind the extra space, queue or vaccine app if it means we can fly, sit is a stadium or go out to the pub.

27-year-old me. I’m planning a beach holiday as soon as we can travel again. More immediately, I will be making the most out of what London can offer and really savour and appreciate it now that I’ve not had the chance to explore new places, galleries, bars and restaurants for over a year.


What 18-34s are saying:

DJ Daisy-Mae, aged 26, Hackney (@ The Local resident) 

“I have really missed being able to hug my family and friends!

The first thing I will do when lockdown ends is head to my favourite nightclub and dance the night away.

I will not miss awkward Zoom meetings!

Moving forward, I’ll stop taking life for granted and will take every opportunity that comes my way.”

Ocean Networks

The location is available as part of a network, please see below for details.

Please contact us on [email protected] to find out more.