Concern over the financial and health effects of Covid-19, which was initially felt most acutely in urban and suburban America, has now spread to rural areas of the country.
The latest Bain/Dynata survey of US consumers, conducted March 30 through April 1, finds that 41% of rural respondents have experienced either a temporary or permanent layoff from their jobs, much higher than urban (26%) and suburban (18%) residents.
Those living in rural areas have also grown increasingly worried about the health effects of Covid-19. While only 7% of rural residents were highly concerned at the beginning of March, 43% were highly concerned as of April 1, vs. 42% for urban respondents and 35% for suburbanites.
Karen Harris is managing director of Bain & Company's Macro Trends Group and is based in the firm's New York office.
Dynata provides first-party data for the Bain Consumer Health Index and provides a nationally representative sample of US adults (weekly) that constitutes the underlying data for this analysis.