Slowly but surely, we’re feeling happier, safer and less anxious. We’re more accustomed to new routines, even as Covid-19 diagnoses and deaths rise, fall and rise again.

We still worry for our health, but as the pandemic curve flattened over summer, we worried less about catching the virus.

If we do get ill, we’re now more confident we’ll get access to healthcare. Now almost three quarters of people (74%) think there will be support compared to half (51%) two months ago.

Although we’re generally comfortable with the changes to our standards of living, 35% of us are now worse off than we were a month ago.

With recession warnings on the horizon, consumer spending patterns are changing. So are our activities and behaviours. Lots of us are still home cooking only. Half of us are still not ready to eat out in restaurants, including fast food outlets.

All of this gives brands a conundrum. Consumers are still happy to hear advertising but getting the tone right is crucial.

We’ve combined the Delineate platform Covid-19 impact tracking intelligence with our proprietary ad testing tool to help brands launch ads even when ‘norms’, aren’t.