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GALE Unveils Reopening Attitudes Report: Key Findings

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On June 18, 2020, GALE conducted a study of 900 respondents to gauge consumer sentiments around the country on reopening plans in the wake of COVID-19. In our “Reopening Attitudes Report,” we learned from men and women ages 18+ how they are feeling about the level of openness where they reside, what their plans are for travel and returning to work in the near term, and how they are thinking about a potential second wave of COVID-19 this fall.

Below are key findings from the data; the full report can be viewed upon request.

KEY FINDINGS:

  1. U.S. Consumer Attitudes Around Reopening
  • The most recorded emotion across respondents about reopening was “cautious” (66%)
  • Men and women generally feel the same emotions about reopening, with about 2/3 feeling “cautious” and about 1/3 feeling “anticipation”.
  • 48% said separating service hours for seniors / vulnerable people would increase their goodwill toward that business if they implemented them
  1. Women’s Attitudes Around Reopening
  • 70% percent of women indicated they were the primary caregiver during isolation.
  • 36% of men indicated they and their spouse took on caregiving duties equally, only 16% of women said the same.
  • Women have higher levels of fear (34%) and doubt (39%) toward reopening.
  • Millennial and Gen X moms gave their children more screen time during isolation (nearly 40%).
  1. Sentiments for Getting Back to Work
  • On going back to the office, 70% of respondents believe people should return to their workplace by September, including about a quarter of respondents who said “right now.”
  • Men (16%) were more likely than women (9%) to say they “can’t wait” to go back to work.
  • 30% of men feel people should return to their workplace “right now” vs. 20% of women who say the same.
  1. U.S. Consumer Travel Plans in H2
  • People are still concerned about traveling, with nearly two-thirds (64.6%) noting they won’t be taking trips by plane this year.
    • Of those who are unsure or will not travel by plane this year, close proximity to other fliers and the cleanliness of planes were their highest concern factors.
  • About 62% are considering a vacation or recreational trip by car this year.
    • Of those who said they are unsure or will not travel by car this year, visiting public places (e.g. restrooms, gas stations, restaurants) during travel is the biggest concern (46%), followed by crowded attractions (36%).
  1. Beliefs Around Potential ‘Second Wave’ of COVID-19 in Fall/Winter 2020
  • The majority of respondents (72%) would support another stay-at-home order.
  • Over a third (37%) of Gen X say they would not support another stay-at-home order.
    • 71% say it is because they feel the economy will suffer / there will be more job loss
    • 50% of these say it is because they know what precautions to take to avoid contracting COVID-19
    • 37% say it is because they’re tired of staying at home – they want to go back to their normal life
  • Of all respondents who said they would not support another stay-at-home order:
    • 71% say it is because they feel the economy will suffer / there will be more job loss
    • Millennials and Gen Z additionally say they want to go back to their normal life (40%), stay-at-home orders infringe on their freedom (37%)
    • Boomers (age 55+) additionally feel they know what precautions to take (59%) and the lockdown is not an effective way to prevent the spread of COVID (42%)