Fears about the future of national economies are up for the first time since Q2 2020, when we felt the initial impact of Covid lockdowns.
Personal finance concerns are also rising, with the biggest increases in Hong Kong, Israel, Japan, Sweden, and New Zealand. Of all markets tracked in our Zeitgeist data, UK consumers are the most likely (44%) to say they’re spending less compared to two years ago.
In the US, there’s a stark reverse trend to the carefree spending we saw back in November’s Connecting the dots report. Thriftiness is back in, while optimism, rebelliousness, and daringness are all down.
But not everyone is feeling the pinch. In fact, some consumers are unlikely to experience this financial dilemma at all, and may well spend more.
% who say they’re most price-conscious about the following
Today’s consumers are more likely to report feeling unwell. The physical and mental health prioritization seen during Covid lockdowns has encouraged more of us to be open and honest about feeling sick, or having an ‘off’ day.
Compared to the last 2 years, 70% of consumers agree mental health awareness has become more important to them, and 52% are exercising more.
This may have incentivized more consumers to splash out on smart wearables (e.g. fitness watches), as they look for ways to keep healthy habits on track post-pandemic. Those who can afford it will pay their way to a better quality of life.
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