Getting a shot isn’t fun, so promising yourself a reward for powering through the injection isn’t too unreasonable. With two out of the three coronavirus vaccines requiring double dosage, the faint of heart could quickly lose motivation. Luckily, major brands have made it easier for anyone to treat themselves after getting the vaccine. Budweiser, for example, has offered a $5 credit to anyone who shares proof they’ve been vaccinated against COVID-19. Brands don’t do this for standard pediatric immunizations — they leave those incentives up to parents. But when it comes to truly ending a global pandemic, everyone pitches in.
In a CivicScience survey of more than 2,500 U.S. adults, 66% were supportive of companies incentivizing the population to get the coronavirus vaccine.
Among those who have already been vaccinated, 80% expressed approval of vaccine incentives. Even among those who haven’t been vaccinated, support is over 50%.
Older Americans are significantly more pro-incentive than younger Americans. Survey respondents between 18 and 24 were 36% less likely to be supportive when compared to those 55 and older. Ongoing CivicScience reporting shows younger demographics are less likely to get vaccinated so the question remains whether or not marketing initiatives like Budweiser’s will make a difference.
Budweiser fans are hardly more likely than non-Budweiser fans to support incentive programs.
But Dunkin’ lovers seem to show heavy support of incentive campaigns compared to non-Dunkin’ lovers. So for those who aren’t up for a cold one after their morning vaccine appointment, they might be taking a trip to Krispy Kreme (at which a stamped vaccination card can get inoculated Americans a free doughnut every day for the remainder of 2021).
Overall, approval or disapproval of branded vaccine incentive campaigns is, like most things, a heavily partisan issue with conservatives over-indexing in opposition and liberals over-indexing in support. This is important to note because when looking at Budweiser fans through the lens of political leaning, we see many more conservative-leaning than liberal-leaning favorables.
There are a number of reasons people are choosing to forgo or delay inoculation against COVID-19 so many brands are exercising caution in their marketing strategies. But, given the level of support for incentives so far, it’s likely Americans will continue to respond positively and perhaps take a company up on its offer of a treat on the house.