The mask you either don or despise is not just good for your health, it’s essential for the economy, too.
Let’s assume a key goal of reopening the economy from the pandemic lockdown is building a platform for a robust rebound. That means creating ideal business conditions.
So, making masks mandatory in public places — especially where business is conducted — is pretty simple because, hey, “It’s the economy, stupid!”
Please understand that a good chunk of the population favors masks and other health-conscious measures by merchants and consumers, seeing them as critical tools to post-virus shopping. There’s also plenty of scientific evidence that says face coverings do limit the spread of the coronavirus.
This “new normal” means just about everybody must accept various levels of inconvenience to mitigate the risks that come with more public interactions. To me, it seems like a minor challenge to have shopping places, eateries and entertainment venues make masks a ticket to entry.
Certainly, everybody has the right to choose where they do business. Mandating masks, or the willingness to enforce such rules, is a new pivot point for consumers.
Note that the “never mask” type is a minority: 69% of Americans polled by CBS News/YouGov said they wear face coverings “at least most of the time” when they go out.
So let me politely warn any business operator choosing a mask-less path that they risk losing significant opportunities. Same for those government officials who are debating what should be obvious mask requirements. Shouldn’t they be trying to figure out how to maximize tax collections in this recovery?
To be frank, it’s a bid odd discussing the economics of minor hassles vs. the risks of a disease that’s killed 100,000 Americans this year. Elected leaders should be bragging about the critical role of health and safety rules in order to restore consumer confidence and economic vitality.
Think of how often we’ve argued about various legislative actions that motivate folks to move out of California. Well, consider how easy it is for an antsy consumer to move away from local merchants — it takes just a few clicks to find eager online sellers.
Healthiness pays
Health is suddenly trendy. Look at how many merchants and restaurants are taking a cautious “wait and see” and “let’s do it right” attitude before reopening.
Take South Coast Plaza. It planned to reopen June 1, then got word it could act sooner. But Monday, June 1, remains its opening date — and remember to bring a mask.
“It’s important to us that we make all the necessary preparations to protect the health of our customers, staff, and retail and restaurant employees,” said Debra Gunn Downing, spokeswoman for the giant Costa Mesa mall. “Safety is our top priority.”
That unrushed business logic is reinforced by a study from marketing gurus at Ipsos showing Americans have plenty of shopping angst when it comes to coronavirus.
For example, don’t expect a full shopping rebound soon. The poll found 30% of respondents will take at least three months before they feel comfortable in a store.
These allegedly “controversial” health measures actually matter to many people. Businesses not taking customer safety seriously should note that 62% of Americans will skip your store, according to the Ipsos poll.
And merchants, there’s a carrot in these safety actions for you, too!
Creating and maintaining health-wise store settings can be viewed as a premium service. That’s why 24% of those polled say they’ll pay 10% more for stores that “excel with health and safety” … and 5% would pay 25% more.
Even the usually slow-to-change real estate industry understands. It quickly shed its beloved “open house” walk-in viewings for safety’s sake. Most property showings in California are now handled by appointment only with masks, social distancing and plenty of sanitizers.
Healthy market
Ponder the potential market for “healthy” reopening actions: the large number of Californians who are at a higher risk of contracting the virus.
We know COVID-19 hits the elderly hard. California, a relatively young state, counts 14% of its residents as age 65 and above (only six states have fewer).
While Californians are generally fit, 26% of us are deemed obese — another virus problem area (again, only six states have fewer). Or see diabetes, which complicates virus treatments. The disease is found in 10% of Californians. Collectively, 25% of Californians under age 65 have a significant pre-existing medical condition, the Kaiser Family Foundation estimates.
Take this significant base of potentially health-minded customers and multiply them by the immediate loved ones. It’s family and friends who will also likely be shopping, entertaining and exercising in a protective mode.
The anti-mask crowd might say “then stay at home” if the at-risk audience thinks being in public is too dicey without widespread mask-wearing. Well, economically speaking, that will force a noteworthy chunk of customers back into a spending hibernation. Shopping or entertainment areas filled with many maskless people will discourage others to come. It’ll add up to an unsatisfactory business recovery.
Just wear a mask, OK?
