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Rural America Now Feeling the Hit from Covid-19

Bain's weekly survey shows a spike in health and financial concerns in rural America.

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Rural America Now Feeling the Hit from Covid-19
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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.

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Nearly Half of Laid-Off Americans Don’t Expect Their Jobs to Return

Bain’s weekly survey also finds that 15% of those who have closed a business due to Covid-19 don’t expect to reopen.

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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.

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