RETURN TO NORMALITY? A Pulse on USA Consumer Normality

Return to Normality? A Pulse on USA Consumer Normality

Posted 24 Mar 2020
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Amongst the great preoccupation with how challenging things presently are, Forethought has launched a predictive indicator of when we might expect to see the green shoots of normality emerge. We are calling it the Normality Index. Forethought understands that our partners will want to re-establish normal patterns of business at the optimum time. By keeping an ongoing, quick to measure pulse on consumer sentiment, the Normality Index can inform brands when the American population will be most receptive to “normal” communications, informing strategy in the midst, and post-Coronavirus (COVID-19). Forethought has devised a model of indicators that might be considered “normal”.

We are expecting that our partners will draw on this data to establish correlations in their own transactional data, thus establishing a reliable non-financial lead indicator. It is somewhat experimental and speculative but it’s future focused and our effort to help us pinpoint the upturn in consumer sentiment. Each Monday morning for the next three months (and beyond if necessary) we will be sending you the results from our weekly poll of Americans.

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American consumers will not feel normal until:

  1. They feel confident in the economy
  2. They feel comfortable to be out in public
  3. They are able to attend school/college/work as usual
  4. They are able to socialize with friends and family

WHAT’S NORMAL? Index numbers across indicators of normality.
The higher the index number the more normal. Index benchmark is 100%.

Thinking about life at present (including wider society), how do you feel the following aspects are?

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Currently American consumers judge flying internationally, domestically and ability to attend school/college/work as usual as the most negatively affected (or least normal) aspects of their life at present.
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Week 2 results available Monday March 30, 2020


Access the Normality Index data below

Download Data