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A Not-So-Socially-Distant Summer

After months of lockdown, Americans slowly are getting more comfortable engaging in social activities.

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A Not-So-Socially-Distant Summer
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One month ago, Americans were hesitant about resuming normal social activities, but they expected to start wading back in as summer progressed. The latest Bain/Dynata survey of US consumers (June 15 to June 24) shows that starting to happen. Nearly two-thirds of respondents said they have recently participated in at least one social activity, such as shopping for nonessential items or dining out. And one other trend stands out: Men and women diverge in their comfort levels with returning to their pre-pandemic social lives. For those employers or business-to-consumer companies with meaningful gender differences in their employee or customer populations, this is a trend worth watching.

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The global Covid-19 pandemic has extracted a terrible human toll and spurred sweeping changes in the world economy. Across industries, executives have begun reassessing their strategies and repositioning their companies to thrive now and in the world beyond coronavirus.

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