SCMP Lighthouse sheds light on global responses to Covid-19 recovery

January 29, 2020
SCMP Updates
For 6 weeks from 25 November until 31 December, 2020,  the South China Morning Post ran a series of SCMP Lighthouse insight polls to gauge the Post global readers’ opinion on the state of the market amid the ongoing pandemic and the general sentiment towards the path to recovery.

The result shows that as some countries begin the process of inoculating its residents, SCMP readers are still wary about the prospect of the economy’s recovery from the pandemic. Despite contrasting views, there’s a great opportunity for brands to fill the space with positive content and support to lift the readers’ confidence and stir up consumers' interests as the economy slowly finds its path to recovery. 

Key takeaways:  
  • SCMP respondents are justifiably still concerned about the state of their respective economies.
  • Despite the uncertainties, people are looking forward to getting back on track, hinting at plans for travel, international education, and investment in the ‘new normal’.
  • There’s a big opportunity for those in the FMCG and health sectors to build reassurance to move consumers towards the path to recovery. 
Findings are summarised in a one pager.  Download the report here.  

The polls will be re-launched in the coming quarter to observe changes in readers’ sentiment as the world continues to move towards recovery.
 
ABOUT SOUTH CHINA MORNING POST

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. SCMP's vision is to “Elevate Thought” and our mission is to “Lead the global conversation about China”. Additionally, SCMP publishes a portfolio of premium lifestyle and fashion titles in Hong Kong including ​Cosmopolitan, ELLE, Esquire and, Harper’s BAZAAR.​ SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a culture publication exploring Chinese stories across video and feature articles.

ABOUT SCMP LIGHTHOUSE

SCMP LIGHTHOUSE is a proprietary in-house platform for marketers to create bespoke audiences on SCMP’s profiles, discover insights in real-time that is based on the Post’s robust global readership. The platform utilises first-party data in a combination of declared data from polls and quizzes with observed onsite user behaviours, Google Analytics, ad-log data and other content analytics to go beyond interest and intent to measure engagement and make insights available for targeting and reporting.