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Community spirit soars in latest COVID-19 research findings

Giraffe Insights last week announced that it was teaming up with The Lucre Group to provide a weekly barometer for community spirit, unveiling the first results with its COVID-19 CHART, plotting the mood of the nation against a scale of 1 – 10 (1 being ‘None’ and 10 being ‘A lot’).

Week on week, community spirit has seen a significant sentiment increase, with 76 per cent of those polled answering 6 or above for strong community spirit in their locality, an increase of 11 per cent. However, whilst the national mood was slightly lower before, it has seen a huge increase this week, rising from 61 per cent to 80 per cent.

In addition to polling 200 people on a weekly basis for community spirit sentiment tracking, brands and businesses are being invited to put forward any questions they would like asking to The first of these suggestions was to track household contentment throughout the day.

With polarised results based on whether there are kids at home or not, it seems that parents are actually the most content during quarantine, especially during traditional school hours of 9am – 3pm (average of 84 per cent across time period).

Happiness for adults without children peaks between 19.00 and 21.00 hours (86%) but overall, they were much less content, suggesting that children bring joy to a life in quarantine.

Lucre Giraffe Community Spirit

Maxine Fox, Managing Director at Giraffe Insights, said:

“It’s great to see that community spirit has not only remained strong but increased this week with us coming together through initiatives such as ‘Clap for Carers’.   As specialists in kids, youth and family research, we were not surprised to see parents as the most content and although a difficult balancing act, children can be a welcome distraction in challenging times.  Giraffe Insights are tracking further attitudes and behaviours amongst parents and children every other month through ‘Little Voices’.  To find out more about these data and insights and how you can be involved please get in touch.”

Tamarind Wilson, Co-founder and Director at The Lucre Group, said:

“We’ve been really interested to see such an uplift in community spirit this week which is symbolic of how the country has come together to help combat this national emergency. Through the bad we’ve seen some incredible acts of community spirit and kindness, from the rainbow drawing campaign through to likes to Best Western Hotels opening its doors to key workers, there’s never been a better time to show the nation how much you care about it.”