Social Insights: What are we more scared of - the Virus or the Vaccine?

It's been a big few weeks.

On one hand, we had the news from Pfizer that their vaccine had achieved a +90% success rate.

And on the other, we heard more evidence of why people wouldn't be taking it.

The Independent reported that around 1 in 3 people in the UK were unsure or said they wouldn't take a vaccine.

While research from STAT and the Harris Poll suggests that only 60% of Americans would volunteer for a vaccine right away.

While the battle for a vaccine might soon be over, it looks like the battle to convince people is only just beginning.

What's going on?

We've been analysing the social conversation to find out why.

The simple answer is trust.

Lot's of people just don't trust it.

And, it’s naïve to think that ‘the science’ alone will be enough to persuade them.

Why?

This is where it gets a bit more complex.

The short answer is that some people fear the vaccine more than they fear the virus.

Here's a slightly longer answer and how it differs by market.

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We found that attitudes and behaviours towards vaccines (and a COVID vaccine in particular) are polarised, complex, and deeply embedded.

If we’re looking to find a long-term solution to the COVID pandemic, it will not be enough to simply ‘prove them wrong’.

Doubts and suspicions are too ingrained; legitimised and fuelled by powerful group narratives.

For those interested in public health, a big challenge lies ahead.

They'll need to tackle three hurdles: Trust, Choice, and Transparency.

You can find more details, implications, and opportunities by downloading our FREE report here.