2024年美国消费者趋势报告.docx

IntroductionAttest,sannualconsumertrendsreport-nowinitsfourthyear-offersbrandsasnapshotoftheUSconsumeraswebeginthenewyear.Ouryear-on-yeardatatrackschangesinconsumerconfidence,attitudesandbehaviors,providingvitalinsightformarketingandinsightsprofessionals.Followingtheimpactofthespiralinginflationseenin2022and2023,thisyear,sreportbringssomemuch-neededgoodnews-thedatashowsgreenshootsemerging.Consumersarefeelingmorepositiveandspendingmorefreely-especiallyyoungerconsumers.Itmightbetooearlytosaywe,refirmlyontheroadtorecoverybutwhatwecansayisthatconsumersarereacting(positively)tochangesinthemarket.Usethisdatatohelpguideyourstrategyfor2024,andinspireyourownconsumerresearchtogetintelspecifictoyourbusiness.JeremyKing(ICEO&Founder,AttestSampleThedatainthisreportcomesfromanationallyrepresentativesurveyof2,000workingageUSconsumers,conductedontheAttestplatformduringNovember2023.IstheUSeconomyontheroadtorecovery?Trend1,ConsumerpositivityisontheriseSinceIastyeartherehasbeena÷7percentagepointincreaseinthenumberofconsumerswhosaytheyfeel'verypositive5to33%.Consumersinthe25-34agebracketinparticularoverindexforfeelingverypositive(38.2%).Thedataalsoshowsstrongerlevelsofpositivityamongmales(36.7%feelverypositiveversus29.4%offemales).Overall,nearly71%ofAmericansarefeelingpositivelyaboutthefuture,whichshouldtrickledownintoincreasedspendingandconsideration.HownsumersarefeelingTypesofbrandmessagingnsumerswantHumorous:51.0%Motivational:48.8%Reassuring:39.1%Thought-provoking:34.7%Educational:34.3%Inclusive:20.0%2023Humorous:55.9%Motivational:49.1%Reassuring:35.1%Thought-provoking:32.4%Educational:333%Inclusive:17.1%2024Trend2.ConsumersneedlessreassuranceInlinewiththeincreaseinnsumerpositivity,Americansarestartingtowanttoheardifferentmessagingfrombrands.Theynolongerneedreassuringmarketing,forexampleaboutnavigatingthecostofliving,butinsteadwantbrandstomatchtheirhappymoodwithfunnyads.Justover55.9%ofconsumerswanthumorousbrandmessaging(up+4.9pertagepointsonlastyear),while35.1%wantreassuringmessaging(down-4pp).However,it,sworthnotingthatwomendesiremorereassurancefrombrandsthanmen(38.9%versus31.1%)andGenZalsoover-indexforseekingmfortingmessaging(42.6%).Trend3-Environmentandwomen5srightsarebeminglessimportantissuesItlookslikensumerpositivitycouldbetranslatingintolessconcernabouttheenvironment.tCIimatechange5hasdecreasedby-6.3percentagepointsasanissueforbrandstorepresent,to22.9%,Meanwhile3morethanayearonfromtheoverturningofRoev.Wade,weseea-7.4percentagepointdeclineinpplewantingbrandstotakeastandonwomen,srights.Thedataalsoshowsawideninggapbetweenyoungerandoldernsumers3witha÷5.5increaseinpeoplewhodon,twantbrandstobepolitical(to26.3%)drivenbypeopleaged55+.Attheotherendofthescale,youngerconsumersover-indexforwantingbrandstoactonavarietyofissues.Hownsumersarespending2023Trend4:ConsumernfidenceisgrowingWithanoptimisticeyeonthefuture,consumersarestartingtoloosentheirpursestringsandspendalittlemorefreely.Comparedwithlastyear,thepercentageofAmericanswhosaytheyarespendingcautiouslyhasdeclinedby-5.6percentagepoints,to53.3%.Consumersaged18-24,inparticular,seemtobethrowingcautiontothewindwhenitmestospending,with39.7%spendingfreely-higherthananyotheragegroup.Shoppersaged55-64meanwhile,over-indexforcautiousspending(68.9%arespendingcautiously).There,sanotiablegendersplitt,withmenmorelikelytobespendingfreelythanwomen.Trend5:ConsumersarepreparedtopaymoreforpreferredproductsHighinflationforcedpeopletosacrificepreferredbrandsinfavorofmoreaffordablealternatives."Green,brands一typicallypricedalittlehigher-wereonecasualtyofthisbehaviorchange.Butin2024weseeconsumersstartingtogobacktobrandsthatalignwiththeirmorals,witha+12.7percentagepointincreaseinwillingnesstopayapremiumforenvironmentallyfriendly/ethicalproducts.In2023,57.0%ofnsumersweren,tpreparedtopayanythingextraforagreenproduct,butin2024thatfigurehasdeclinedto44.3%,Shoppersaged18-24over-indexforbeingwillingtopaya'moderateamountmore5(28.3%),whilethoseaged25-34overindexforawillingnesstopaylotmore5(7.7%).HowmanypeopleworkfromhomeI2023.2024Trend6:PeoplearereturningtotheofficeThepushbympaniesandthegovernmenttogetemployeestoreturntotheofficeisstartingtohaveanimpact.ThedatashowsthatfewerAmericansareworkingfromhome;27.9%ofworkingpplesaytheydon,tdoanydaysfromhome,whichisanincreaseof÷3.4percentagepoints.However,thecountryisstillworkingflexibly,with40.4%ofAmericansabletoworkfromhomeforatleastonedayperweek.GenZarelikelytohavejobsthatonlyrequirethemtobeintheofficetwoorthreedaysaweek,whilepeopleaged45-54overindexfornotbeingabletoworkfromhome(36.8%).Trend7:OnlineshoppinghasincreasedinpopularityThedominanofemmerfornon-focjpurchasinghasstrengthenedin2024,witha+5.5percentagepointincreaseinthenumberofnsumerswhosaytheyshop4mostly,orlways,online(to38.9%).Justover27%ofAmericansshowapreferenceforin-storeshopping,withtheremaindersplittingtheirpurchasingbetweenonlineand