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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As the global pandemic deepens and the human cost of Covid-19 rises, the novel coronavirus outbreak is sending shocks through the world economy. But across industries, companies can take action now to protect their employees and customers and minimize the economic damage.