RETURN TO NORMALITY? A Pulse on USA Consumer Normality Week 10

RETURN TO NORMALITY? A Pulse on USA Consumer Normality Week 10

EXECUTIVE SUMMARY

  • What are Americans’ current perceptions of normality?  After weeks of marginal steps, Americans appear to be breaking into a stride towards normality. This week, the Normality Index improved 14% from last week (56% 18 May to 64% 25 May), the largest single week increase since tracking commenced.
  • Who is winning the race towards normality? While middle America leads the way, the regions are beginning to march in lock-step towards normality. One month ago, the Normality Index between regions, ranged 16 points (27 April).  This week, the division between regions has dropped 50%, to just 8 points (25 May).
  • What aspects of life are becoming more normal for Americans at present? There was a universal lift in perceptions of all drivers of a return to normality. All drivers are at their highest point since tracking began, including the most important driver, Feeling confident in the economy.
  • When did Americans expect life to return to normal?  This week there was a slight decrease in the proportion of Americans who believed a return to normal would extend beyond six months.  Is this evidence that Americans’ level of pessimism has peaked, and that there is belief that normality is within reach?
Forethought USA Normality Index - Wave 10