Unlike the overall population in the U.S., the main reason Post-Millennials don't want to wear or are negative towards wearing masks, is due to the impact this clothing may have on their appearance.

In the context of the global health emergency unleashed by Covid-19, the CDC’s recommendation of a cloth face covering has become one of the primary mitigation strategies to prevent the spread of the virus. As Americans adapt to the new-normal of wearing a mask,  emerging research has led to a national discussion around this topic. 

With this CulturIntel study we deepen to find out and reveal the sentiment, drivers and barriers of Gen Z and the overall population towards wearing masks as face covers. A topic heavily discussed online due to the pandemic. From March 1, 2020 to August 21, 2020 CulturIntel mined 12.5 million conversations around this topic.

Significant differences among Gen Z and the overall population in U.S towards wearing masks

When discussing mask-wearing, Gen Z and the overall population attitudes vary significantly in both drivers and barriers. Gen Z are 1.6X more negative compared to the overall population and their #1 barrier about wearing a mask is the impact on their appearance. While for the overall population the main driver has to do with the protection (53%) that masks provide, for Gen Z their motivations are tied to wear something  that provides them with comfort and a good fit.

A preventive measure for a generation with particular challenges

Gen Z is more negative and less positive than the overall population about wearing a mask. This generation greatly values ​​their image, therefore the use of the mask may not be well received if they feel that this garment will not favor their appearance. As Covid-19 continues to be a public health issue, expect to see more digital discussions about what measures are in place to reduce the spread of the virus. Download this report to deepen into the sentiment drivers of Post-Millennials sentiment in the U.S.

We strongly believe that being aware of the Power of Cultural Intelligence™ will give us a clearer map to reach out to more people, by leveraging their drivers, closing their gaps and understanding their barriers towards the use of face covers. 

Do we all feel the same towards wearing masks?

Find out what a real-time analysis of 12.5 million unsolicited digital discussions nationwide reveal about people’s sentiment and behaviors driving the use of masks in the U.S.

Although each recommendation to protect ourselves and the spread of Covid-19 are applicable to all people in overall, not everyone feels and receives the message in the same way.  Caroline Brethenoux Head Strategy and Cultural Intelligence™ at CulturIntel and CIEN + analyzes the differences among Gen Z and the overall population, and reveals what are the most surprising findings of their sentiment drivers towards this preventive measure.