As per the World Health Organization, global excess mortality associated with COVID-19 was 14.91 million in the 24 months between 1 January 2020 and 31 December 2021. The United States was among the worst impacted countries.
The years 2020 and 2021 were also marked by unprecedented climate disasters. This coinciding with a global pandemic, and resulting socioeconomic uncertainty came together to form the perfect storm for large scale burnout.
JIVINITI’s study, in partnership wtih Ipsos Global’s Public Affairs group, sought to understand the impact of the COVID-19 infection, the pandemic and that period of time in human history - on the mental health and physical health of Americans specifically investigated through the lens of dietary preferences and, their lifestyle attitudes and motivations.
Parts of this important study are also featured in our upcoming documentary THIRD DEGREE BURNOUT.
To yield the most relevant insights into prevailing perceptions, attitudes, and motivations, research must be timely and focused.
By the second year of the Global Pandemic, the U.S. economy had lost trillions of dollars, structural inequities were starkly exposed, and the Black Lives Matter movement surged after the murder of George Floyd. The country faced over 20 billion-dollar weather and climate disasters in 2021. Combined with high chronic illness rates and the unprecedented impact on Gen Z and late Millennials—who were starting college, graduating, or beginning careers—these factors culminated in a metacrisis, leading to widespread societal burnout.
This study, conducted from October 15th to November 28th, 2021, captured data from over 16,000 Americans, including 2,609 who had experienced COVID-19. We aimed to understand their dietary and lifestyle preferences and their experiences of burnout.
Burnout is often seen as a workplace phenomenon, rarely examined through the lens of dietary preferences, lifestyle, or racial and generational dynamics beyond employment—especially during a global crisis.
Our diverse team of researchers, supporters, advisors and funders from JIVINITI, Ipsos Global, Statisticians Beyond Borders and many more united for the cause of public health, planetary health, and evidence-based nutrition, aiming to address these interconnected issues.
Additionally, we created a short fundraising video for Project GAIA, highlighting the efforts of some team members. It’s important to acknowledge the many others whose invaluable contributions made this project possible, even though they were not featured in the video.
Project GAIA used advanced research tools like segmentation to study the intersection of perception of personal health, burnout, diet and lifestyle motivations.
We collected data from a representative sample via Ipsos KnowledgePanel® and social media contacts active in the plant-based lifestyle community, with over 50 partners participating nationwide.
The unique aspect of Project GAIA was Respondent Segmentation, which organized participants into groups based on shared characteristics and preferences. This technique, often used by consumer brands, was purposed to identify lifestyle behaviors, during the pandemic, that correlated with self-ratings on health. Segmentation, like any market research analysis, has indeed often been misused in animal agriculture for greenwashing.
At JIVINITI, we aim to use these tools conscientiously to drive positive lifestyle changes that benefit both personal and planetary health while addressing burnout. Project GAIA identified five unique segments of Americans, revealing how dietary and lifestyle preferences influenced their pandemic experiences and outlooks.