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  • How can baking help people feel a sense of control?
  • How can baking help people feel a sense of control?
    Rayia Soderberg (2020) ©

How are Americans coping with COVID-19 at home?

Bored, anxious, and unable to leave home, Americans living under COVID-19 lockdown orders are eager for ways to pass the time. But what are the underlying behavioral drivers behind their surging interest in baking and cleaning? And how can brands support people adapting to 24/7 domestic life?

Location United States

America may be the world’s third-largest country, but the COVID-19 pandemic is making it feel much smaller. By the end of the first week of April 2020, an estimated 95% of Americans were under some form of lockdown to slow the spread of the virus. [1] ‘Stay at home’ may be a simple instruction, but following it requires a profound shift in the way people lead their lives, forcing them to avoid offices, stores, neighbors, and even family. This ‘new normal’ is raising anxiety levels, with a poll conducted by the Kaiser Family Foundation finding that, ...



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