The rose-tinted glasses are off. Inflation, mass layoffs, and global financial chaos mean your shiny happy campaigns probably won’t land right now.
People are exhausted - environmental and social justice fatigue is making them care less about credentials and pledges.
Minimalism is in - cautious, thrifty shoppers are reassessing their buying habits (#de-influencing, we see you).
Black Friday’s record sales prove price hikes aren’t a death knell. Good reputation and reviews also influence purchases, showing the power of trust and reliability in uncertain times.
Over half of Americans most want companies to be honest. Give people plenty of warning before raising prices - 7 in 10 consumers want at least a month’s notice.
While many are keen to make space for must-have treats, consumers are getting wiser when it comes to making their money stretch further.
Looking at saving behavior, we're seeing some interesting sector trends:
Secondhand market - 15% of UK consumers have used Vinted in the last month, while 21% want to sell/buy pre-loved goods.
Financial services - in 12 markets, 34% plan to set a personal budget, while Americans are turning to “safe” bond buying.
Food & drink - in 12 markets, 44% plan to cook more, while more Americans are buying HelloFresh meal kits (+17% YOY).
Travel - Europeans considering easyJet flights in the next year are 15% more likely to advocate brands offering rewards.