New Behavior Reports Reveal Caution Remains as Attention Shifts

Since the beginning of the pandemic, a search for a meaning of a “new normal” has progressed at a rapid pace. As consumer behavior continues to adapt to ongoing changes multiple reports show that though fear is on its way to a decline, consumers remain warry. In its June 2020 consumer pulse, Kelton found that consumers have reported that they are starting to become more optimistic about spending even if they are not converting the action. Many have continued to monitor spending with nearly 74 percent saying they have kept a “strict budget.” Important to note is the large variance found between race and ethnicity in the perception of the economy. In fact, in the first week of June, 82 percent of Black respondents said the “U.S. economy is on the wrong track,” compared to 75 percent of Asian respondents, 68 percent of Latinx respondents and 60 percent of white respondents. Kelton’s findings further show that racial issues have recently overtaken public health and the economy as the country’s main crisis in the eyes of the American consumer. While 61 percent of Americans said they believe we are in an extreme racial crisis, only 49 percent said they believe we are in

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