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Back to school Sentimeter®

After analyzing 7.8 million data points big data reveals that, overall, parents are still on the fence about allowing their children to return to school amidst the pandemic.


While this data may not come as a surprise, the breakdown of sentiment by ethnicity reflects a different perspective of sentiment.

Study Highlights:

  • Black Americans and particularly Hispanic parents are more open to the idea of having their kids go back to school.

  • The positive sentiment is driven by the multiple educational and social benefits, that their children could receive again, on top of a restored family routine.

  • The negative sentiment is driven by the internal concerns parents have and the logistics required.

Download the full report

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