One year after the United States locked down in an attempt to fight the spread of the coronavirus, the statistics about substance abuse and mental health are as staggering as the impact of the virus. According to the Centers for Disease Control (CDC), Americans have reported increased symptoms of anxiety disorder and depressive disorder as well as having started or increased substance use to cope with stress or emotions related to COVID-19. NPR recently reported that cases of alcoholic liver disease are up 30 percent over last year. Driving the spike in liver disease are young women in their 20s and 30s.
NPR points out that while, “Women have … borne the brunt of many new pressures of pandemic life, from virtual school and increased responsibilities at home,” they are at the same time the targets of media and advertising messages promoting alcohol as a way to cope with their stress, citing concepts like Mommy Juice, Rosé All Day, Wine Down Wednesdays.
As an agency that represents a variety of clients in a variety of industries spanning wellness and substance abuse treatment and recovery, food and bev, and wine and spirits, we pay particular attention to these trends and resulting articles.
Fact: Substance use disorder SUD is widespread. Approximately 8 percent of the U.S. population needs substance use disorder (SUD) treatment.
Fact: Wine is part of a healthy and well-rounded lifestyle for millions of adults.
Fact: Women are significant consumers of wine. According to the Wine Market Council, women currently purchase 71 percent of all retail wine sold in America and about 75 percent of all women will purchase wine at some point for their household.
Fact: Women are under unprecedented pressures as a result of the pandemic.
We believe savvy marketers are the ones that support and serve their customers. Now more than ever the opportunity exists to connect with female consumers in ways that are both responsible and engaging. Afterall, the most impactful marketing, for all industries, and under all circumstances, is timely, relevant, and responsive to consumers’ realities – both the challenges and the opportunities.
What is the opportunity for your brand to further connect with your female consumer in 2021? We’d love to talk to you about it.