Year of Optimism amid Uncertainty

How are consumers responding to rising prices and uncertainty?

With many consumers around the world grappling with persistently high inflation, the latest Global Consumer Trends research reveals a divided picture of personal finances. Four in 10 consumers say their financial situation is about the same as a year ago, but among the rest, 33% report being worse off financially, and 28% see improvement since a year ago.

Drawing on responses from 11,000 consumers across the world, the research provides businesses with a better understanding of consumer attitudes and behavior.

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2022 Canadian Travelweek Consumer & Agent Survey

Travelweek has been working to get the opinions of consumers and travel agents about the upcoming travel season.

  • The survey shows 71% of consumers are currently planning a trip for 2022!
  • That 49% of consumers have saved money over the pandemic and likely to use it on travel!
  • And 47% of travel agents say that bookings have skyrocketed since the easing of government restrictions!

See what else they said…

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Global Consumer Trends: The Economic Crossroads

Across the world, rising costs are causing anxiety and financial struggles for consumers.

Rising fuel prices have caused 84% of drivers to change their behavior — mainly by taking fewer car trips, but also traveling shorter distances and spending less in other areas. Inflation is boosting interest in “greener” vehicles: three in four consumers who currently have a vehicle are at least somewhat interested in getting an electric or hybrid vehicle next time.

Inflation is also causing consumers to manage their money differently. Compared to a year ago, 41% of savers are setting aside more today, and over one-third of investors have a more conservative allocation. When it comes to housing affordability, high costs lead 76% of consumers globally to believe it’s hard to find a place to live. Twenty-seven percent of workers are pushing retirement further in the future.

Rising costs are affecting Millennials more than any generation — with Gen Z not far behind. Millennials are the likeliest to be looking for deals. Gen Z and Millennials — both at 79% — are most likely to be saving money on a regular basis. More than a third of these groups aren’t confident they could afford to buy or rent a suitable home if they had to.

Dynata’s newest report, “Global Consumer Trends: The Economic Crossroads,” uses responses from over 11,000 consumers across 11 countries — the U.S., Canada, the U.K., France, Spain, Germany, Italy, the Netherlands, China, Japan and Australia — to better understand how the evolving economic landscape affects consumer behavior and its impact on brands.

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Global Consumer Trends: Fight Against Climate Change

For many consumers, COP26 and other global climate conferences featuring government and business leaders are seen as a necessity if the world is to effectively fight climate change. After all, many of us have been taking measures in our own lives – making more eco-friendly purchasing decisions, improving household energy efficiencies, or donating/volunteering with climate change organizations – to do our part in the fight, but we feel there is more we can do if we mobilize together.

This call to action is the inspiration for the latest report in Dynata’s Global Consumer Trends research series – Global Consumer Trends: The Urgent Fight Against Climate Change – exploring the opinions and attitudes of global consumers on the current and future involvement of, and actions by, governments, businesses and individuals in the effort to slow or stop climate change around the world.

Using the responses of more than 12,000 consumers from 12 countries – including the USA, Canada, the UK, France, Spain, Germany, Italy, The Netherlands, China, Japan, India and Australia – Dynata’s Global Consumer Trends: The Urgent Fight Against Climate Change sought to uncover and understand the feelings of climate change believers on the most meaningful actions governments, businesses and individuals should take in response to the urgent climate change threat. The report reveals opinions on who should lead the fight – and whom they should join with – as well as the urgency to make the meaningful choices and actions that demonstrate the depth of commitment required to make an impact. Finally, it explores the opportunities that taking that action can bring, including the chance to emerge as a leader on the world stage.

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Global Consumer Trends: New Lives in a New World

More than a year into the Coronavirus pandemic, the changes to our daily lives are obvious – in the ways we work, we live and spend. Whether it’s spending more time working from home, adopting lifestyle changes and habits that prioritize physical and mental health, or putting money towards home improvement, it’s clear that so much of what used to be important has shifted, creating a new way of life that is, in many ways, profoundly different from our pre-COVID lives.

What’s less clear, however, is whether these new patterns are indications of a permanent change in our priorities – adapted to the behaviors, habits and practices in our lives at home and in the workplace – or are temporary responses to policies and rules mandating social distancing and travel or office-opening restrictions. Yet while it may be too soon to tell, it’s apparent that the reshuffling of professional and personal priorities has produced a better and more productive and fulfilling life for some, while for others the urge to go back to “the way it used to be” is strong.

Dynata’s newest report in the Global Consumer Trends research series – Global Consumer Trends: New Lives in a New World – explores this topic, looking at the changes to our working, personal and spending habits and documenting which ones are likely to return to pre-COVID behaviors and which will continue as part of our new COVID-changed worlds.

Using responses from more than 11,000 consumers across 11 countries – including the US, Canada, the UK, France, Spain, Germany, Italy, the Netherlands, China, Japan and Australia – Global Consumer Trends: New Lives in a New World examines new work styles, habits and practices, including feelings on working from home more often (and plans to continue doing so), virtual meetings and “Zoom Fatigue,” and opinions on the necessity of business travel. It also looks at how the pandemic changed our home and personal lives and shed new light on efforts to prioritize our mental and physical health, with plans to keep doing so. Finally, the report explores changes in our spending habits, and what that might mean for future shopping behaviors and travel plans.

The MaCorr Team

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10 Password Security Statistics

Even as cybersecurity threats have grown and evolved, companies are still relying on passwords alone to be an effective security measure. Today’s password security statistics tell the real story of how dangerous that outdated thinking can be.


These 10 statistics clearly show that passwords are definitely not the last word in data loss prevention.

  • At least 65% of people reuse passwords across multiple sites.
  • A terrifying 13% of people use the same password for all passworded accounts and devices.
  • About 80% of data breaches in 2019 were caused by password compromise.
  • Although 91% of participants in a recent survey understand the risk of password reuse, 59% admitted to doing it anyway.
  • In 2019, 42% of companies were breached by a bad password.
  • Unfortunately, 48% of workers use the same passwords in both their personal and work accounts.
  • Compromised passwords are responsible for 81% of hacking-related breaches.
  • The average person reuses each password 14 times!
  • An estimated 49% of employees only add a digit or change a character in their password when they’re required to update it.
  • Passwords were leakedin about 65% of the breaches that happened in 2019.

Don’t make these common password mistakes.

Showing your team pride when creating a password. Worst choices:

  1. rolltide
  2. Yankees
  3. steelers
  4. eagles
  5. redox

Rock doesn’t make sweet password music. Worst choices:

  1. blink182
  2. rush2112
  3. beatles
  4. blondie
  5. 8675309

Your heroes aren’t password heroes. Worst choices:

  1. tigger
  2. snoopy
  3. mickey
  4. superman
  5. batman

The MaCorr Team

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Global Consumer Trends COVID-19 Edition – The Reopening

Now, with businesses opening, researches examine industries and sectors hit hardest by the pandemic – including airlines, hotels, restaurants, public transportation, rideshare  and car buying – to see what measures they need to consider adopting for a successful reopening. More than 11,000 consumers across 11 countries were asked to help understand what will make them feel better – and safer – when they travel, dine out, or commute. And what will it take for these businesses to bounce back?


There is a cautious level of optimism when it comes to people taking to the skies again. Of those who normally flew – pre-pandemic – just about everyone (98%) reports they will fly again eventually.

However, opinions vary on whether people will feel comfortable doing so as soon as restrictions are lifted, with 30% not feeling comfortable at all about doing so and only just over a quarter (26%) feeling totally or very comfortable returning as soon as they are allowed. Not surprisingly, given their countries’ relative success in combatting the pandemic, Germans (34%), Chinese (34%) and Australians (30%) are most enthusiastic about returning right away. All other countries we studied are clustered at around a quarter being ready (22%-28%) except for Singapore, most reluctant at 15%.


The move to eliminate food service and onboard entertainment is not as reassuring for travelers as other practices, which is interesting considering that discontinuing food and/or beverage services has been prominently mentioned as a safety measure for those airlines considering reopening. Mask-wearing is in the middle of the pack of our surveying for providing comfort, as are seat covers and electronic check-ins – perhaps because travelers believe the check-in process is primarily electronic already.



Alongside the reduction in air travel has been a drop in hotel visits and stays. When asked whether they will return the results are very similar for hotel returns and resumption of air travel. Nearly seven in ten leisure hotel users report that they would be uncomfortable staying in a hotel immediately after any travel restrictions are lifted. This is consistent across countries, ranging from 79% in Singapore and 75% in Italy to 61% in Germany and 62% in the Netherlands.


To make guests feel more comfortable, hotel owners will need to provide cleaning and sterilizing equipment within the rooms. Almost half of leisure travelers said this would make them feel very much or a lot more comfortable, more so than simply allowing guests access to internal cleaning records.



Three in four people (76%) were thinking of taking a vacation in 2020 before the pandemic, ranging from a high of 86% in Spain and 82% in Italy to a low of 68% in Australia. Perhaps surprisingly, more than half of everyone we asked (57%) are still planning to take a vacation this year. In France for example, 78% were planning to take a vacation before the pandemic, and the percentage drops only modestly to 71% of people saying that now. It appears that, having suffered through months of lockdown and seeing countries opening, many people are weighing the mental health and wellbeing benefits of vacations against the continuing risk of infection, and choosing the former while proceeding with caution due to the latter.


Most people (84%) have modified their vacation plans because of the pandemic. The most common adjustment is to avoid travelling overseas – almost four in 10 (39%) will stay in their own country. The numbers who intend to stay in their home country vary significantly, being higher in Italy (52%), China (51%) and Spain (48%), countries who have been living with the situation for longer than others, and in Australia, where travelling almost anywhere outside the country involves a lengthy trip by air.



Prior to the pandemic, public transportation by rail – local subways, and commuter and longdistance passenger trains – was part of our everyday work and personal lives. Globally, across all 11 countries, seven out of 10 consumers traveled by train, with a high of 96% in China and a low of 41% in the USA. A total of nearly three in ten (31%) used rail services more than a fair amount, with 8% using them all the time, 12% very often and 12% saying “a lot.”

Today, with the onset of the pandemic and national lockdowns of varying degrees in place, the number of people traveling by rail has dropped, with the UK in particular down to less than 5% of normal levels. This is driven, in large part, by many more people working from home (75%, as reported in Dynata’s Changing Work Models report in May), maintaining social distancing and only making essential journeys for groceries and the like. And even with the recent development of cities entering the early phases of reopening, expectations remain low of a return to pre-pandemic travel rates; in New York City, for example, transit officials expect only 15% of regular riders to return as the city cautiously reopens. As lockdown eases around the world people are returning to public transportation. The survey reveals a little under 60% recovery of passenger numbers in terms of those using services at least “a lot.”



During the pandemic, around four in 10 of those who used to ride in taxis or Ubers are saying they no longer do so. Thirty nine percent of those who used to ride as the only passenger are no longer doing this now, ranging from a high of 53% in the UK to a low of 16% in China. For those who use to ride with others, in an “Uber pool” type arrangement with strangers in the car, 37% of those are no longer doing so.




Prior to the pandemic eight out of 10 participants reported dining out at a “fine dining” restaurant – that is, one that has a higher quality of food, atmosphere and service – at least rarely. Half classified themselves as doing so “occasionally” or “often” with 13% choosing “often”.  By country, this ranged from a high in Italy (90% ever, 25% often) to a low in Germany (55% ever, only 7% often). Overall, out of all who ever use such restaurants, two thirds are in the core market of “often” or “occasional” use.

Lockdowns hit the fine-dining (and restaurant) sector particularly hard in many countries, but as of early June 2020 these establishments beginning to re-open. Nearly six in 10 Italians report fine dining restaurant open in their area, and half of Dutch and French participants also report their restaurants are open. Approximately a third of Americans, Germans, Spaniards and Australians reported their restaurants were open; only the UK and Singapore (at 6% and 8% respectively) remain in near total lockdown.


Prior to the pandemic over nine out of 10 participants were ever using casual dining restaurants (those with moderate prices, faster service and a casual atmosphere) at all. A quarter reported having used them “often” with just under a half saying “occasionally.” This ranged from highs in China (97% ever, 34% often) and Spain (95% ever, 34% often) to a low in the Netherlands (84% ever, 12% often).

Today, outside of the UK and Singapore, casual dining restaurants are largely open for business. Spain has the highest percentage reporting they are open at 76%, followed by 75% in Italy and China, and Germany at 74%. France, the Netherlands and Australia are just behind at 69%, 67% and 67% respectively; in the USA the figure is 56%, and Canada is at 40%. Even in Singapore a third (34%) report casual dining restaurants are open, compared to just 12% in the UK.


Almost nine out of 10 used fast food dine-in restaurants at all pre-pandemic, with two thirds of them “often” or occasionally” patronizing these establishments.

Today, one half of all participants report these types of restaurants are open in their area, with highest numbers in Italy (72%), China (68%) and Spain (61%). Once again, UK restaurants are the most “locked down,” with just 11% reporting these restaurants as open. Usage, where open, is low at a third.



Research shows that people have similar intentions to buy cars as they did before the pandemic but are delaying the decision. For example, 71% (pre-pandemic) intended to buy a car in the next 12 months, this figure is now 61%. Intention to purchase between June and September 2020 was 19%, now it is 15%.


The MaCorr Team

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2020 Global Trends Report – Technology Trends

Researchers often focus on gathering facts – who, what, when, where, how many – as a way of uncovering insights. The Dynata’s 2020 Global Trends Report adds context to reveal the underlying attitudes and trends in behavior that bring research data and insights to life, helping brands and agencies add perspective to their data through the lens of trends.

For the 2020 Global Trends Report, Dynata expands the scope of topics to offer greater insight into how consumers engage with today’s world, especially given the pace of changing trends and tastes. This year’s report focuses Technology Trends, Consumer Sentiment, Trust and Privacy and Media Diet and examines new topics such as the attention economy, cryptocurrencies, blockchain, sidepreneurship and the gig economy.

We decided to split the digest of the report into 4 posts starting with Technology Trends. We hope you find it informative and insightful.


Baby Boomers –  people born immediately after WWII (1946) up until 1964. This generation spans approximately 18 years and, in 2020, comprises people between the ages of 55 and 73.

Gen X –  this is often considered to end between the late Seventies and the beginning of the Eighties. The definition follows this convention, placing those born between 1965 and 1981 into Gen X, currently aged 39 to 54.

Millennials – the generation after Gen X.  It is called the Millennial generation because the first of them came of age at the turn of the century.  1996 is a common endpoint, which we have adopted in the report. Thus, they are aged to 23 to 38.

Gen Z – the latest generation starts at 1997. Many of these are still too young to be interviewed for market research, so this year’s report includes about half of this cohort, currently aged 16 to 22.


The belief that robots and AI technology will replace jobs in the future is growing in some generations, with 43% of Gen Z’ers thinking it extremely or very likely it will happen to their job. This opinion is significantly lower among the older generations, with only a fifth of Baby Boomers seeing it as extremely or very likely that their work will be done by AI or a robot.

Opinions on this topic are more consistent by country in 2020. The highest acceptance is in China with 54% believing it’s extremely or very likely AI or a robot could do their work, followed by France at 31%, Japan and Germany 30%, the UK 27%, Canada and the US 26%, Australia 25% and the Netherlands at 20%.

Younger people are slightly more positive about this than their older peers, with 29% of Gen Z saying the world would be a better place if this happened, compared to 21% of Baby Boomers. By country the scores hover around 20% for each country, with Japan and China as the two outliers of positivity at 35% and 54%, respectively.



Three-quarters of our working participants report they have some type of business meetings. This was consistent across all countries except for Japan, where only 55% had meetings, and China, where almost everyone (93%) had meetings of some sort.

In addition to frequency, the participants in those meetings differed for China and Japan; 84% of workers in China hold meetings with colleagues, compared to only 47% of Japanese. For the other countries in the study, this number was close to two-thirds. Client meetings were held by close to three in 10, again higher in China and slightly lower in Japan.

More interesting is the form that these meetings take, and it changes by generation. Face-to-face meetings are more common among older generations with Baby Boomers reporting 70% of their meetings being conducted in-person only. This compared to just half of Gen Z’s meetings. Predictably, the percentage drops for Gen X to 62% of meetings face-to-face, with Millennials lower still at 54%.

Japan’s unique business culture is highlighted by the fact that 70% of all meetings are face-to-face only. For other countries, this figure ranges from around half in China and the US to around 60% in the UK, France, Canada, and Germany.


Employees, often to the dismay of IT departments, like to use their personal devices for work purposes. This phenomenon has a name, “Bring Your Own Device” (or BYOD), and is a widespread practice changing the modern work environment.2020GTR-2

50% of working people in the sample use a laptop at work, and of this group, seven out of 10 use their personal laptop, although not necessarily exclusively. This rises to 80% of Gen Z’ers compared to two-thirds of Baby Boomers and Gen X’ers.

The BYOD phenomenon is even more common with smartphones, with half of those we asked using a smartphone for work purposes and almost eight out of 10 of them using their own device. BYOD is a trend seen all over the world and for all devices, even desktop PCs.


Across the generations we observe around 3% of Baby Boomers considering themselves among the first to adopt technology; this increases to 8% of Gen X’ers, peaks at 13% of Millennials before dropping slightly to 12% of Gen Z’ers.

When looking at early adopters of technology – those who adapt quite quickly – 49% of Gen Z’ers falling into this category, followed by Millennials at 47%, Gen X’ers at 36%, and 25% of Baby Boomers.


In 2020 we can expect to see the range of connected devices continue to grow in the marketplace. While some, like 3D printers, have commercial/industrial applications as well as consumer ones, most of the devices we looked at are directly consumer-facing. We have deliberately chosen to look at less wellestablished product classes to see if they develop into the mainstream or remain a niche product, or perhaps die away altogether.

While they have yet to make their way into people’s homes at scale, 3D printers may become more mainstream as prices come down and utility increases. Gartner’s Hype Cycle for 3D printing (published in July 2018) positioned consumer 3D printing as being on the downward slope towards the “trough of disillusionment” and predicting it only reaching the “plateau of productivity” in five to 10 years’ time. It is not surprising, then, to see overall ownership at just 8%. The number is higher among Millennials (12%) and Gen Z (12%) than among Baby Boomers (4%). Only in China are there substantial numbers claiming to own such a product.


Like phones before them, truly portable devices have gained more interest from consumers. Fitness trackers, which are often integrated directly into phones themselves, are reasonably common, if not yet mass-market. Fitness band ownership hovers around one in five, with almost no movement at all year over year. Ownership rates are less differentiated by generation compared to smartwatch ownership.

Smartwatches, often featuring fitness tracking capabilities, are slightly more popular overall. Last year we recorded a fifth owning one; this year it is almost a quarter. As with most technology, smartwatches are more common with younger generations.

The final two device classes, keyless locks and distributed music systems, are still minority products and show little sign of taking off into mass-market. Keyless locks could be affected by an issue of the effort of retro-fitting existing locks, as well as the perception of being a “solution to a problem you don’t have.” Only around one in 10 reported having such locks in their home. Distributed music systems, like Sonos, are slightly more popular but are not making headway at only around 13% ownership this year. They may remain a niche product given their cost and the ubiquity (and low cost) of Bluetooth-based devices using a smartphone as the music source.

Connected or smart home devices are among the most tangible ways in which technology is impacting one’s personal living space. These devices allow for control, often through voice assistants, smartphones, tablets, or computers, of numerous aspects of the home environment – lighting, appliances, air quality/ purification, even monitoring the interior and exterior of the home via video.

Ownership of standalone voice-enabled devices is up in almost all countries. The incidence of ownership of such devices is relatively low. The most common application owned in the set we are testing is central heating remotely controlled from outside the home. This was owned by some 14% in 2019, rising slightly this year (16%).

Remote door monitoring has grown by two percentage points over the year, as have remote controlled light switches, another aspect of home security. Both air quality monitors and remotely-controllable appliances remain very much in a minority at around 9% and 13% adoption, respectively.

One of the most significant developments in consumer-facing technology has been the proliferation of voice assistants and voice-activated devices. Historically, touch has been the primary way of interacting with technology and more broadly the devices that most people use regularly. The flip of a switch, the click of a mouse or the swipe of a finger – all replaced by simply speaking.

The adoption of smartphone-enabled voice assistants should grow organically along with the smartphone upgrade cycle. It is no surprise then to see a three percentage point increase in ownership among Baby Boomers, four points among Gen X’ers and two points among Millennials. Usage of the voice assistant is also growing, more so among the younger generations. For Baby Boomers we see little change from 2019’s study. We do see, however, a five point increase among Gen X for usage “very often,” as well as a seven point increase for Millennials and one point among Gen Z.


While the smartphone provides a common access point for voice-enabled tech, standalone devices (often linked to the phone by specific apps) are increasingly making their way into the home. While not the only options available in the marketplace, Amazon’s Echo and Google Home have led the way in the concerted push for consumers to adopt this tech in their homes, producing higher ownership rates.

Ownership is up in almost all countries, most dramatically in China at +20 percentage points followed by Canada at +10 percentage points, the UK and the Netherlands both at +7 percentage points. Adoption of voice technology has also increased year on year among all generations, with the exclusion of Gen Z.


According to the survey, blockchain technology – an immutable, distributed ledger used to record transactions – is still a long way from being mainstream. Half of the people asked had never heard of the concept, an additional third have heard of it but don’t know much about it and less than 20% know enough to explain it. Baby Boomers are least likely to have knowledge of it, with 60% never having heard of it. Millennials are the most informed generation, but even among them, only 25% could explain or discuss the topic in detail. By country, the UK was the least aware of blockchain with 61% unaware. Other countries posted “unaware” levels between 50% and 60%, with Japan and China the most aware, reporting 42% and 10% respectively unaware.

Awareness is very high in China compared to other countries, yet those in China are the least likely to be able to correctly identify what it is. Japan, the US, Canada and countries in Europe show similar levels of blockchain knowledge. When shown potential descriptions of blockchain, only 27% could correctly identify the one that described blockchain and a quarter selected “none of these” or “don’t know,” while a little under 50% picked one of these four “decoy” definitions: a faster, secure VPN; anti-virus software using AI; more efficient memory access; or a faster, more private cellular network.

When asked about cryptocurrencies, the US lags behind other countries in awareness of Bitcoin, the most renowned cryptocurrency, with just 64% of Americans having heard of it compared to 81% in the Netherlands. Across all countries, other cryptocurrencies were known by fewer than one in five – only 12% are familiar with Litecoin, 15% aware of Ethereum, and single digit awareness for Zcash, Dash, Ripple, Monero, Neo, Carano and Eos.

Thirty percent of Americans say they own Bitcoin, compared to an average of just 24% across all countries studied. Ownership of the other currencies we asked about was in the low single digits.

The MaCorr Team

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How Likely are We to Lay a Horn When Traffic Issues Arise

To use the horn or not, we are divided on the answer.


A recent survey has found that 46 per cent of us are horn happy. This is the number who said they were likely to use their vehicle’s horn to voice their disapproval of any traffic-related issue. That leaves 54 per cent who said they’re more likely to watch what’s going on around them in silent displeasure. Which way do you lean?

Common reasons for honking the horn

Most survey respondents admitted that it was for safety reasons when they used their horn. Almost half (46 per cent) said that when they lay on the horn, it’s when another driver was doing, or about to do, something dangerous like cut them off.

The second most popular reason for honking the horn is driver inattention at a stop light. Almost one in five (17 per cent) said they primarily use their horn when sitting at a traffic light where the driver ahead of them hasn’t noticed it has changed. It could be argued this is a safety issue, but, there are those who would say it’s more about impatience. Whatever side of the coin you land on, many drivers see red when the light turns green and traffic doesn’t start to move as expected.

The survey also found that drivers use their horn for purposes that have nothing to do with safety or the flow of traffic. According to the survey results, 10 per cent of men and six per cent of women admit that when they use their horn it’s typically to give an audible nod, to say hello, to someone they know.

Almost half of us are on edge due to a car’s horn blast

Whether it’s for safety, traffic flow or just to say hello, 48 per cent on the receiving end of a horn blast in the last three years said they’ve been startled to the point of feeling agitated, unsafe or even potentially getting into an accident. This finding is good reason to limit your horn usage to just those times when it’s needed to ensure safe road and driving conditions; any other time could have negative repercussions. After all, do you want to be sharing the road with someone who is feeling stressed, agitated or unsafe?


The MaCorr Team

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