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