- At the national level, single adults represent the angriest segment (over 70%) at the beginning of 2021, while single millennials feel the disappointment to the greatest extent (over 45%).
- Income satisfaction decreases (from 53% in January to 45% in March), while career/job satisfaction increases (from 56% in January to 62% in March).
- In March, respondents prioritize the most social relations and unity (36%), being a territory constantly appreciated by Romanians.
How do Romanians feel a year after the pandemic? (Comparative results April 2020-March 2021)
In the first quarter of the year, the anger level remained similar as in 2020 (57%), while the level of fatigue increased by 4%, reads Românii AZI/ Romanians Today, a barometer developed by Reveal Marketing Research. Romanians’ motivation level is constant, similar to the last year’s average (6%) after a short increase in June (holiday period, end of lockdown). Also in June, Romanians felt the happiest and the most motivated (12%), most likely also against the end of the lockdown. Interestingly, August has the highest percentage of anger (66%) of the whole year, although, in general, this is a month destined for holiday and relaxation.
In March 2021, at the national level, single adults represent the angriest segment (over 70%). In addition to anger, we notice that Romanians face feelings of disappointment. Single millennials are the most disappointed segment (over 45%).
Urban versus rural. In the urban areas, in March 2021, the segment experiencing the most feelings of anger is that of pensioners (over 60% between January and March). In rural areas, modern families with children are the angriest this month. Regarding disappointment, millennials in rural areas mention this emotion to a greater extent (57%), compared to those in urban areas (34%).
While income satisfaction decreases, career and job satisfaction increases. Which segments are most satisfied with these aspects?
According to the analysis, in February, at the national level, there was an increase in the percentage of satisfaction with the state of mind (7% more than in January), but then decreased by 6% in March, probably given the context of the new COVID-19 restrictions, but also due to the fact that a year has passed since the first lockdown. This decrease regarding the state of mind in March is felt especially in rural areas (10% difference between urban and rural areas). Also, the data shows a decrease of 10% from January to March related to Romanians’ level of satisfaction with their living environment.
At the national level, Romanians’ general satisfaction towards various aspects of life decreases from 72% in February to 65% in March. Income satisfaction decreases (from 53% in January to 45% in March), while career/ job satisfaction increases (from 56% in January to 62% in March). Modern families with children are the most satisfied segment with their careers and incomes.
How have Romanians’ priorities evolved one year after the outbreak of the pandemic? (Comparative results April 2020-March 2021)
The territory of social relations and unity continues to dominate Romanians’ priorities and gradually increases from January to March. After a decrease in February, the territory of stability, responsibility, faith increased in March by 8%. Although March saw an increase in the territory of stability, it also came with an 8% decrease in the territory of change and overcoming obstacles. These phenomena are understandable given the current context of the new restrictions imposed by the authorities.
Compared to 2020, the territory of overcoming obstacles and change has decreased in importance (5%), but the importance of the territories of social relations and stability has increased. The data can be explained by the end of a year of pandemic and restrictions, therefore Romanians turn to family and friends, to what is known and to safety, rather than to the unknown or change. In August, the highest percentages were registered in the territory of change (35%), most probably due to Romanians’ desire to do different things, to get out of the routine determined by the lockdown.
Urban versus rural. The territory of change is much more important in urban areas than in rural areas during all three months, but especially in March when the difference between the two is 17%. On the other hand, in the rural environment the territory of stability, responsibility, faith predominates in the first quarter of the year, the differences between rural – urban being 15%.