Human behavior during COVID

P R O T E C T O R  T R A I T S

• 15% less likely to trust others to distance (compared to general population)

• 50% more likely to come from a vulnerable household (compared to general population)

• Skew older (more Baby Boomers), more female, and more urban/suburban

Protectors are laser-focused on public health. They are both concerned for their own safety and take active steps towards protecting the health of others.

P R A G M A T I S T  T R A I T S

• 40% more likely to trust health institutions to define a safe path to normal (compared to general population)

• 20% more likely to fly on an airline with a safety/cleanliness certification (compared to general population)

• Skew younger (more Millennials/Gen Z), more female, and more suburban

Pragmatists are invested in the public good with an emphasis on minimizing health risks, yet are open-minded and balanced with the economic tradeoff.

P R E V A I L E R  T R A I T S

• 2X more likely to trust businesses in their area as opposed to their own employer (compared to general population)

• 30% more likely to prefer banking in person, yet 3X more likely to switch their bank as the crisis subsides (compared to general population)

• Skew toward middle age (more Millennials/Gen X), more male, and slightly more rural

Prevailers are less impacted by COVID-19 disruptions with a tendency to prioritize the economy, are proud of personal freedoms, and support for local businesses.