75% of Moroccans feel “changed” by the pandemic. This is revealed, more than two years after the start of the health crisis, the second edition of a major international study carried out by the Spanish public relations agency Marco.
After a first survey published in 2020, but devoted almost exclusively to European consumers, the company specializing in brand image and reputation has widened its survey to several regions of the world, including the African continent. And more precisely four countries: Morocco, Kenya, Ivory Coast and South Africa. Behind this heterogeneous choice, the agency explains that in its selection it favored the existence of a middle class and access to the internet connection.
Young Africa had exclusive access to figures relating to the Moroccan population, questioned on the changes induced by the Covid period but also on their opinion about the ecological and environmental crisis. Unsurprisingly, Moroccans confirm that they have evolved over the past two years and changed their habits.
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Morocco is not an isolated case: 69% of people surveyed in this international study – conducted in 14 countries – also claim to have been changed by Covid-19, internally as well as in their consumption habits, particularly in African and South American countries. However, in Morocco, unlike the other countries studied, it is the generation of 41-65 year olds who believe that they have been most changed by the epidemic.
Environmental awareness and ethics
Main lesson: the crisis has been the occasion for a very strong ecological awareness among Moroccans, especially women. In total, 91% of Moroccans care more than before about whether a brand or a company respects the environment. “The climate deal guides all concerns, and it’s not just a matter of the rich,” adds Samira Sitaïl, consultant at Marco and former director of the Moroccan television channel 2M. Environmental concerns are directly correlated to respondents’ standard of living: low-income households are more likely to consider the issue “very important”.
The outlook on climate issues also changes with age, since the new generations are very attentive to ecological and ethical dimensions: 69% of 18-25 year olds are particularly attentive to the respect of the environment by the brands they consume, compared to 57% among 41-65 year olds.
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“Africa is the continent where there is still wealth and where we can still save time by avoiding the mistakes that have been made in the “Western” countries with development, particularly in relation to Europe. environment”, continues Samira Sitaïl. The public relations agency also claims a other vision of the African continent: “Through this study, we wish to debunk the clichés and commonplaces conveyed about Africa. »
While sensitivity to climate issues is very significant in the other countries surveyed – South Africa, Côte d’Ivoire and Kenya – Moroccans are those who take it into account the most in their daily consumption. “Morocco is a few miles ahead in terms of environmental protection, adds Samira Sitaïl, because it hosted COP22, which was the occasion for an awareness campaign on the subject. »
Importance of social networks
The study also looked at the way people surveyed get information and their possible changes in habits in this area. It shows that social networks, Facebook in the lead, followed by WhatsApp and Instagram, are the means most widely favored by Moroccans to get information.
However, in the eyes of Samira Sitaïl, the risk of misinformation is not predominant. “These figures are also important because of the use of mobile phones. When the people surveyed want to be sure that the information is true, they watch the traditional media, especially television,” explains the consultant.
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Among the traditional media, television therefore retains first place, behind the three social networks mentioned above (and which we will note in passing that they are all the property of the Meta group, ex-Facebook). 68% of those surveyed consider it to be the most reliable source of information. On the other hand, 43% of Moroccans consider radio unreliable, and 41% make the same observation for the written and online press.
Finally, the study notes that the generation of 40-65 year olds, the highest age group in which it has been interested, continues to trust traditional media more than social networks. pour s’informer.