41% of Americans Say Bad Smells Are a Bigger Red Flag Than a Virus Outbreak

GPS Air, a leading provider of indoor air quality solutions, today released findings from its 2025 Indoor Air Quality Perception Report, which explores how Americans evaluate the air in shared spaces and what cues shape their trust, comfort and behavior.

The survey of 1,000 U.S. adults, conducted in May 2025 via the third-party platform Pollfish, found that sensory signals like smell, stuffiness and visible dust are guiding real-time decisions in gyms, schools, stores and offices. The data reveals a growing “air distrust” that could have long-term implications for how businesses earn loyalty and how public institutions maintain confidence.

Key findings from the report include:

• Bad smells beat outbreaks: 41% say unpleasant odors would prevent them from returning to a gym, store, or office, compared to just 34% who say the same about a known virus outbreak.
• Trust breaks down in public spaces: 56% trust the air in their homes more than in places like gyms, stores, or airports. Just 9% believe public spaces have better air systems than their own homes.
• People want proof: 61% would trust a space more if they knew it actively monitored indoor air quality. And 65% say businesses should be required to display indoor air scores, like health ratings.
• Schools and airports under pressure: 77% of respondents want mandatory air-quality testing and reporting in schools, and 78% say visible clean-air efforts would make them more comfortable in airports.
• Air quality drives decisions: 66% say they’d switch gyms for better filtration even if it costs more. 52% would choose a hotel with cleaner air over one at the same price.

“Today’s consumers are making real-time decisions about indoor spaces based on what they can immediately sense,” said Audwin Cash, CEO of GPS Air. “Indoor air quality has shifted from a maintenance issue to a frontline experience factor. For businesses, this isn’t just about comfort; it’s about reputation, loyalty and trust. If you're not visibly managing your indoor air quality, you’re already falling behind. The companies that take it seriously will be the ones that earn lasting confidence.”

Americans are now applying the same scrutiny to indoor air that they’ve long applied to cleanliness or food safety. That shift is creating new pressure on public-facing spaces to demonstrate, not just assume, that they’re prioritizing air quality.

The findings reflect a growing demand for transparency and accountability. Whether it’s a school, a gym or a retail store, people want visible signs that indoor environments are being managed with care. Clean air has become a deciding factor in how people engage with shared spaces and which brands or institutions they ultimately trust.

For the full results and additional insights, view the complete 2025 GPS Air Indoor Air Quality Perception Report.