2022年美国消费者趋势报告（英文版）

2022US Consumertrends report A Attest From the CEO JeremyKing Attest M hetheryouwanttofindinspirationAndwegetevidencethatourshopping foryournextmarketingcampaign,andworkinghabitshavebeenpermanently understandhowtobetterreachchangedbythepandemic(youcandigyourtargetconsumers,orgetasteeronNPDintothedatayourselvesinourinteractive for2022,ourconsumertrendsreporthasthedashboard) insightsyouneed. Intermsofopportunities,weexplorewhere Lastyear'sconsumertrendsreportwascarrieddifferentdemographicsareplanningto outinSeptember2020,beforethestartofthespendtheirmoney,whatthey'redoingwith COVID-19vaccinationprogrammeandcenteredleisuretime,andtheshapeoftheirlives aroundpandemicbehaviour.Thistimearound,asweheadinto2022.Finally,weknowit's welookathowAmericans*arefeelingnowthatnotallabouttheUS,sowe'vethrownin 59%ofthepopulationarefullyvaccinatedandacasestudywithunicornbuy-now-pay COVIDrestrictionshavebeenliftedinmanylaterbrandKlarnalookingathowthey've states.masteredglobalexpansionbygettingan understandingofconsumersinnewmarkets TheshiftintheUS'ssituationhashadan interestingimpactonthemessagingconsumers wanttohearfrombrands,yetpeoplearebyIfyouhaveanycomments,questionsor nomeansfeelingcertainaboutthefuture.ideasafterreadingour2022USconsumer Therearemultipleissuesinfluencingconsumertrendsreport,pleasedosharethemwithus: outlook,liketheeconomy,coronavirusandhello@askattest.com climatechange. Weseeothernotabledevelopmentswhenit*surveyof2,oo0working-ageUSconsumers comestotheissuesAmericansmostwantcarriedoutinNovember2021 brandstotakeastandon,andwherethey're goingtointeractwithbrands(helloTikTok!). 2 Contents 01 The2022consumer Sentimenttrends Marketingtrends -whattoday's -howthenationis -howconsumers consumerlookslikefeelingwanttohearfrombrands 04 05 Shopping&spend- Lifestyletrends Mediaconsumption ingtrends-where howtheshapeof trends-whatpeople andhowpeople societyischanging arewatching, arespendingtheir money listeningtoand reading 07 Howto.master globalexpansionlikeKlarna The2022consume dH 47%aretryingto improvetheirfitness 37%favoronline shoppingfornon30.5%aresaving foodproductsupforaholiday 36%wantbrandsto takeactiononpoverty 65%oftheworking 19%gotanew populationWFHat petduringtheleastonedayaweek pandemicbutonly7%arehaving/ recentlyhada baby 57%wantto hearhumorous messagingfrom brands WeusedourUStrends datatovisualizewhat'stopofmindforthe2022consumer... 02 Sentiment trends Coronavirusisstill ahottopic Whilewemightbeinrecoverynow,Politicsalsofeaturedstrongly,withpeople coronavirus,asitturnsout,isstilldiscussingrisinggasprices,inflation,and thenumberonetopicofconversation amongAmericans.Togetasteeron thejobmarket.Besidethenewsagenda, lotsofpeoplearesharingtheirplansforthe holidays.And,ofcourse,sportisalwaysa publicsentimentingeneral,weaskedcommontalkingpointforAmericans! peopletotellusaboutthetopics they'recurrentlytalkingaboutwith theirfriends,andCOVID-19isstillthesubjectoneverybody'slips. reallycryptonews prices covid holidayslife nothing travis anything qovernmen talking talk gas plansvideoightmone family jobs state soclal thanksgiving coronakidstopics politica events friends home 100sports timepandemic atework games musi not C ustdon't things current food economy cottI'm us people weather concert discussing day inflation istmas when vaccine shows fashion vaccines children politics football world 6 Americansare cautiouslyoptimistic Overall,themoodofthenationisHowever,there'sonedemographicthat's cautiouslyoptimistic.Peoplearemost likelytodescribethemselvesasfeeling somewhatpositive'atthemoment feelingmorepositivethantherest-over36%ofMillennials(aged26-40)saytheyfeelverypositive'atthemoment,andwe'llseelaterhow thishasanimpactonhowthey'respending.Gen (37%),althoughthesecondlargestZ(aged18-25)arealsomoreoptimisticthantheir percentage(29%)saythey'refeelingoldercounterparts;32%feelverypositiveversus verypositive.Afurther20%feel24.5%ofGenX(aged41-55)and22%ofBoomers ambivalent(feelingneitherpositivenor(aged56-66) negative)andonly14%feelnegatively. Howpositiveare20%Neither 3%Very youfeelingatthepositiveornegative negative moment? 29%Very 37%Somewhatpositive positive 10.5%Somewhat negative Brandmessaging shouldraiseasmile WithfolksfeelingmorepositiveThat'snottosaythatmotivational aboutthefuture,whatkindofmessagingisdeadinthewater,farfrom messagesdotheywanttohearfromit.Insecondplaceisbrandmessagesthat makepeoplefeelmotivated,with47%ofthe brandsrightnow?Whenweasked respondentstochoosetheirtopthreetypesofmessaging,57%saidtheywantedbrandstomakethemlaughandentertainthem-theoldest demographicespecially(66%). vote.Educational,thought-provokingandreassuringmessagingallmoreorlesstieforthirdplace. 2nd3rd 57% Wantbrandstomakethemlaughandentertainthem 47% Wantbrandstomakethemfeel motivated Wantbrandstobeeducational, thought- provokingand reasurring It'sworthnotingthatMillennialsover-indexforbothmotivationalandeducational messaging,whilereassuringmessaging especiallyresonateswithGenXrespondents (39%).Inclusivemessaging-messagingthatmakes