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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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