The Pulse: Summer Vacations Are Back

The Pulse of the American Consumer is focused on continued insight into consumer sentiments for businesses across all industries.

 

Summer is here, and Americans are excited to get back to vacationing. Whether they are staying local or traveling to destinations, over half the population plans to take a vacation this summer. In order for businesses to have the most success connecting with their consumers, they have to understand them – what they are interested in, what they need, and how they feel. At ENGINE, we have the real-time pulse of the consumer, today, and always. Throughout 2021, we will be offering weekly insights through identifying important data points and trends from the voice of the consumer.

 

KEY FINDINGS AS OF June 13, 2021:

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If you would like more information on ENGINE CARAVAN surveys, contact us below:

At ENGINE, we will be keeping up with the pulse of the consumer throughout 2021, and are regularly running our CARAVAN surveys on current social issues. Contact us at caravaninfo@enginegroup.com for more information or for the full CARAVAN survey findings.

This Online CARAVAN® omnibus surveys were conducted on January 8-10, January 15-17, January 22-24, January 29-31, February 5-7, February 12-14,  February 19-21, February 26-28, March 5-7, March 12-14, March 19-21, March 26-28, April 2-4, April 9-11, April 16-18, April 23-25, April 30-May 2, May 7-9, May 14-16, May 21-23, June 2-6, and June 11-13, 2021.  Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative.

Written by the CARAVAN team at ENGINE Insights.

The Pulse of the American Consumer

Pride Month

Data was collected June 2-4, 2021

69% of U.S. Adults think the LGBTQ+ community will gain more rights or be closer to achieving equal rights under the Biden/Harris Administration.

21% of U.S. Adults are planning to celebrate Pride Month, with younger generations most likely to celebrate:

  • 38% Gen Z
  • 32% Millennials
  • 17% Gen X
  • 9% Boomers

Of those planning to celebrate, there are several ways they are honoring the month, including:

  • 42% Watching TV programs/movies/ documentaries being aired for Pride Month
  • 36% Updating social media profile images
  • 33% Streaming LGBTQ+ content
    • 49% Gen Z
    • 37% Millennials
    • 24% Gen X
    • 7% Boomers
  • 32% Displaying a rainbow flag or sticker outside their home
  • 27% Pride-themed gathering with family/friends
  • 25% Participating in Pride parades/marches
  • 22% Donating to LGBTQ+ organizations
  • 19% Participating in virtual events

How much do you agree or disagree with these statements? (Among all adults)

  • LGBTQ+ culture is adequately represented in the mainstream media
    • Total Agreed: 55%
    • Strongly Agree: 15%
  • LGBTQ+ culture is accurately portrayed in advertising
    • Total Agreed: 51%
    • Strongly Agree: 11%
  • LGBTQ+ culture is accurately portrayed in media
    • Total Agreed: 50%
    • Strongly Agree: 12%
  • I expect brands to take a stance on issues impacting the LGBTQ community
    • Total Agreed: 45%
      • [55% among Gen Z, 52% among Millennials, 45% among Gen X, and 36% among Boomers]
    • Strongly Agree: 12%
  • I am more likely to BOYCOTT a brand based on its stand on issues impacting the LGBTQ+ community
    • Total Agreed: 39%
      • [54% among Gen Z, 46% among Millennials, 38% among Gen X, and 29% among Boomers]
    • Strongly Agree: 16%
  • I am more likely to PURCHASE a brand based on its stand on issues impacting the LGBTQ+ community
    • Total Agreed: 37%
      • [48% among Gen Z, 46% among Millennials, 34% among Gen X, and 29% among Boomers]
    • Strongly Agree: 11%

Which, if any, of these brands do you think show authenticity when supporting Pride Month?

  • Netflix – 30%
  • Amazon – 25%
  • Starbucks – 23%
  • Target – 22%
  • Apple – 18%
  • Hulu – 18%
  • Disney – 17%
  • GAP – 11%
  • Smirnoff – 6%

Americans feel that a brand could show authentic support for Pride Month through:

  • 39% Supporting additional LGBTQ initiatives throughout the year/ not just in June
    • 50% Gen Z
    • 44% Millennials
    • 32% Gen X
    • 36% Boomers
  • 30% Making donations to LGBTQ associations and causes
    • 46% Gen Z
    • 39% Millennials
    • 26% Gen X
    • 20% Boomers
  • 30% Taking a public stance on issues
  • 30% Employee policies
  • 26% Social media campaigns
    • 35% Gen Z
    • 36% Millennials
    • 25% Gen X
    • 14% Boomers
  • 21% Messaging portrayed in advertisements
  • 19% Influencers/spokespeople they work with
    • 25% Gen Z
    • 25% Millennials
    • 15% Gen X
    • 14% Boomers

33% of U.S. Adults believe Netflix is the streaming platform which has the best programming for LGBTQ+ content

Consumer Pulse Data

Current Events

How concerned are you about these issues?

  • Rising prices of consumer goods/inflation
    • Total Concerned: 89%
      • (Republicans – 94%, Democrats – 87%)
    • Very Concerned: 56%
  • That your basic rights of freedom, expression and liberty as a United States citizen are increasingly being taken away
    • Total Concerned: 76%
      • (Republicans – 88%, Democrats – 68%)
    • Very Concerned: 48%
  • Relying on an ‘honor system’ among the general public and trusting those who are not fully vaccinated to wear a mask indoors, such as in a retail store
    • Total Concerned: 67%
    • Very Concerned: 34%
  • Recent legislation several U.S. states are introducing to increase restrictions on voting
    • Total Concerned: 65%
      • (Republicans – 48%, Democrats – 84%)
    • Very Concerned: 40%
  • Contracting the Coronavirus
    • Total Concerned: 55%
    • Very Concerned: 28%

To what extent do you agree or disagree with each statement related to these topics?

  • Once you are fully vaccinated against COVID-19, there should no longer be a need to wear a mask/face covering in an outdoors setting
    • Strongly/Somewhat Agree: 73%
      • [+7% since March 30-April 2, 2021]
    • Strongly Agree: 45%
  • Once you are fully vaccinated against COVID-19, there should no longer be a need to wear a mask/ face covering in an indoors setting
    • Strongly/Somewhat Agree: 63%
      • [+13% since March 30-April 2, 2021]
    • Strongly Agree: 34%
  • I am still nervous to get back out into the public and resume ‘normal life’
    • Strongly/Somewhat Agree: 54%
    • Strongly Agree: 20%
  • The Republican Party should move on from Donald Trump and the general mindset of ‘Trumpism’
    • Strongly/Somewhat Agree: 69%
      • [88% among Democrats, 46% among Republicans]
    • Strongly Agree: 46%
  • I would consider voting for Donald Trump in 2024, should he run for President again
    • Strongly/Somewhat Agree: 44%
      • [17% among Democrats, 82% among Republicans]
    • Strongly Agree: 27%

 

Masks, Event Capacity and Comfortability

Please think ahead to the coming months when stores, restaurants, and other public settings no longer require reduced capacity or masks/face coverings, and most of the population is vaccinated. How likely are you to continue wearing a mask/face covering in these settings as part of your regular routine?

  • While in the waiting area of your doctor’s/dentist’s office
    • Total Likely: 70%
    • Very Likely: 39%
  • While using mass transportation (trains, subways, airplanes)
    • Total Likely: 68%
    • Very Likely: 42%
  • At a pharmacy
    • Total Likely: 63%
      • [Gen Z – 72%, Millennials – 67%, Gen X – 61%, Boomers – 56%]
    • Very Likely: 35%
  • In a grocery store
    • Total Likely: 62%
    • Very Likely: 36%
  • In a mass merchant/big box store (Walmart, Target, Home Depot, Best Buy, etc.)
    • Total Likely: 61%
    • Very Likely: 35%
  • In a smaller indoor theater, such as those used for plays or comedy shows
    • Total Likely: 61%
    • Very Likely: 34%
  • In a movie theater
    • Total Likely: 60%
    • Very Likely: 34%
  • In an indoor arena, such as those used for basketball, hockey, or concerts
    • Total Likely: 60%
    • Very Likely: 32%
  • While waiting to be seated at a restaurant
    • Total Likely: 60%
    • Very Likely: 30%
  • At a convenience store
    • Total Likely: 59%
      • [Gen Z – 65%, Millennials – 62%, Gen X – 59%, Boomers – 54%]
    • Very Likely: 33%
  • While placing/waiting for an order in a coffee shop or similar quick serve restaurant (Starbucks, Dunkin, McDonald’s, Chick-fil-A, etc.)
    • Total Likely: 58%
    • Very Likely: 30%
  • At an outdoor arena, such as a baseball, football, or soccer stadium
    • Total Likely: 46%
      • [Gen Z – 55%, Millennials – 52%, Gen X – 45%, Boomers – 40%]
    • Very Likely: 24%

In nearly all settings, urban residents are far more likely than all others to continue wearing masks

At what capacity level would YOU feel comfortable attending each of these types of venues today?

  • 64% – An outdoor arena, such as a baseball, football or soccer stadium (+9% from April 30-May 2, 2021)
  • 59% – An indoor restaurant/ bar/club (+9% from April 30-May 2, 2021)
  • 56% – An indoor arena, such as those used for basketball, hockey, or concerts (+11% from April 30-May 2, 2021)
  • 55% – A smaller indoor theater, such as those used for plays or comedy shows (+13% from April 30-May 2, 2021)
  • 54% – A movie theatre (+11% from April 30-May 2, 2021)

A Look at Consumer Confidence

ENGINE Insights developed a proprietary ‘Consumer Confidence Index’ with the benchmark wave collected March 19-21, following passage of the American Rescue Plan Act of 2021. To date, our index has produced a high-water mark of 106, during the period of April 2-4, with the most recent index showing a slight increase from two weeks ago at 101 (+1).

  • Using our most current index, it becomes apparent that selfidentifying Democrat consumers are much more optimistic than their Republican counterparts, on each of these measures:
    • Overall Consumer Confidence
      • 101 – U.S. Adults
      • 90 – Republican
      • 112 – Democrats
    • Current conditions
      • 105 – U.S. Adults
      • 102 – Republican
      • 110 – Democrat
    • Future expectations
      • 99 – U.S. Adults
      • 83 – Republican
      • 113 – Democrats

Contact us to learn more about our Consumer Confidence Methodology!

 

Dig deeper with the ENGINE Insights COVID Dashboard

The ENGINE COVID-19 dashboard delivers an easy-to-use, self-serve platform providing access to all of our COVID-19 tracking data including industry specific deep-dives and online behavioral data. This tool puts ENGINE’s data in your hands to uncover meaningful insights to your specific business questions.