RETURN TO NORMALITY? A Pulse on USA Consumer Normality Week 9

RETURN TO NORMALITY? A Pulse on USA Consumer Normality Week 9

EXECUTIVE SUMMARY

  • What are Americans’ current perceptions of normality?  This week, American life has improved to reach the closest point to normality since 23 March. After the unemployment shock and resultant decline last week, we are reminded of the jolting effect of negative economic news on Americans.
  • What is the impact to Americans’ emotional state? As we can observe in the recovering trend towards normality, Americans may state they are ‘doing okay’ however, looking beyond the surface to their emotional state, we see a markedly different story.  What we find from an implicit measure of their emotions, is that Americans are in fact, feeling quite anxious.
  • What aspects of life are becoming less normal for Americans at present? Despite the jolt of the record unemployment in April, Americans moved on quickly this week, recording an 11% increase in confidence in the economy.  Also noteworthy, is a 16% increase in the ability to go about your routine outside the home.
  • When did Americans expect life to return to normal?  For the majority, the time horizon for recovery is perceived to be no sooner than December 2020, or never.
Forethought USA Normality Index - Wave 9