The Data Digest: COVID-19 Fears Run Higher For US Women Than Men

Fear has been a dominant influence on how consumers have behaved and felt during the pandemic. As restrictions lift, how consumers navigate the tension between their lingering fears and new desires will define their behaviors and preferences moving forward. Our data reveals that US women report higher levels of ongoing fear than men: Work stress, domestic obligations, public health threats, and very different financial anxieties (e.g., regarding childcare) drive female consumers to continue precautions like wearing masks and social distancing for longer than their male peers. Our research shows that this male/female split is more pronounced than any other attitudinal differences across age or income.