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As we near the end of the year, we ask consumers to reflect on their outlook compared to the beginning of the pandemic, as well as speculate how their behaviors may change in the future. All signs point to the US approaching a significant tipping point in the pandemic. American consumers feel the worst is yet to come, while feeling a significant send of fatigue and mental stress. Continued distrust in a vaccine despite recent announcements of successful trials illustrate failing confidence in the US. And may result in subdued activity even after a vaccine is available. A tumultuous election cycle, that has yet to come to a full resolution, has not resolved consumer uncertainty. One thing is clear – consumers will continue to expect brands to step up to issues in society.