Covid-19 is changing Americans' relationship to time

What does that mean for companies?

March 12th…15th…21st. Many Americans can remember the exact day when they entered lockdown. But as spatial horizons shrank, for some, temporal freedoms expanded. In our ethnographic research across the US, we have found that many Americans now feel they have more agency over, and less structure to their time; with re-openings imminent, they remain reluctant to return to old routines.

This is leading to key shifts in meaning and practice that more companies need to tap into in order to succeed in a post-pandemic world. What will happen to the “cult of busyness” that has characterized the US for years? How can companies that have catered to a perpetually time-crunched US customer adapt? What new customer values are emerging alongside – or even in tension to – pre-covid priorities such as “convenience” and “efficiency”? Read our latest covid-19 report to learn more.

If you can’t view the PDF below, click here to read it on Issuu.