2022年美国消费者趋势报告（英文版）

2022 USConsumer trendsreportAAttest FromtheCEOJeremyKingAttesthetheryouwantto find inspirationAnd weget evidence that our shoppingMforyournextmarketingcampaign,and workinghabitshavebeenpermanentlyunderstandhowtobetterreachchangedbythepandemic(youcan digyourtargetconsumers,orgetasteeronNPDintothedatayourselves in ourinteractivefor2022,ourconsumertrendsreporthasthedashboard)insightsyouneed.Intermsofopportunities,weexplorewhereLastyear'sconsumertrendsreportwascarrieddifferentdemographicsareplanningtooutinSeptember2020,beforethestartofthespend their money, what they're doing withCOVID-19vaccinationprogrammeandcenteredleisuretime,and the shape of their livesaround pandemic behaviour.This time around,as we head into 2022.Finally,we know it'swe look at howAmericans*are feeling now thatnot all about the US, so we've thrown in59%ofthepopulationarefullyvaccinatedandacasestudywith unicornbuy-now-payCOVIDrestrictionshavebeenliftedinmanylaterbrand Klarna lookingathowthey'vestates.masteredglobalexpansionbygettinganunderstanding of consumers in newmarketsTheshift intheUS'ssituationhashadaninterestingimpactonthemessagingconsumerswantto hearfrom brands,yetpeoplearebyIfyou haveany comments,questionsorno meansfeeling certain about thefuture.ideasafterreadingour2022USconsumerThereare multiple issues influencing consumertrends report,please do share them with us:outlook,liketheeconomy,coronavirusandhello@askattest.comclimatechange.Weseeothernotabledevelopmentswhen it*surveyof2,oo0working-ageUS consumerscomestothe issues Americans most wantcarried out inNovember2021brands to take a stand on,and where they'regoingtointeractwithbrands (helloTikTok!).2 Contents01The2022consumerSentiment trendsMarketing trends-whattoday's-how the nation is-howconsumersconsumer looks likefeelingwantto hearfrombrands0405Shopping &spend-LifestyletrendsMedia consumptioning trends-wherehowtheshapeoftrends-what peopleandhowpeoplesociety is changingare watching,are spending theirlistening to andmoneyreading07Howto.masterglobal expansionlikeKlarna The 2022consumedH47%are trying toimprovetheirfitness37%favor online30.5% are savingshopping fornonfood productsup for a holiday36%want brandstotakeaction onpoverty65% of theworking19%gota newpopulation WFH atpet during theleastonedayaweekpandemic but only7% are having/recently hadababy57%wanttohearhumorousmessaging frombrandsWeusedourUStrendsdatato visualize what'stop ofmind forthe2022consumer... 02Sentimenttrends Coronavirus is stilla hot topicWhile we might be in recovery now,Politicsalsofeaturedstrongly,withpeoplecoronavirus,as it turns out, is stilldiscussingrisinggasprices,inflation,andthe job market. Beside the news agenda,thenumberonetopic of conversationlotsofpeoplearesharingtheirplansfortheamongAmericans.Togeta steer onholidays.And,ofcourse,sport isalwaysapublic sentiment in general, we askedcommontalking pointfor Americans!peopletotell usaboutthe topicsthey're currently talking about withtheirfriends,andCOVID-19isstill thesubjectoneverybody'slips.thanksgivingreallycryptonewsholidayslifepricestalkingcovidqovernmenanythingnothingsportstalkfriendsgaspoliticstravisfamilysoclalplans videoightmonejobscoronakidstopicseconomystatepolitica100eventsnothomeateworkistmasthingstimepandemicweathermusigamesCustdon'tfoodcottI'mfootballinflationusshowspeoplefashioncurrentwhenvaccinesdaychildrenconcertworldvaccinediscussing6 Americansarecautiously optimisticOverall,themoodofthenationisHowever,there's one demographic that'scautiouslyoptimistic.Peoplearemostfeelingmore positive than the rest-over 36%likely to describethemselves as feelingofMillennials(aged26-40)saytheyfeelverypositive'atthemoment,and we'll see later howsomewhatpositive'atthemomentthis has animpact on howthey're spending.Gen(37%),althoughthesecondlargestZ (aged18-25)arealsomoreoptimisticthantheirpercentage (29%)say they're feelingoldercounterparts;32%feel verypositiveversusverypositive.Afurther20%feel24.5%ofGenX(aged41-55)and22%ofBoomersambivalent(feelingneither positivenor(aged56-66)negative)and only14%feelnegatively.Howpositiveare20%Neither3%Veryyou feeling at thepositive ornegativenegativemoment?29% Very37%Somewhatpositivepositive10.5%Somewhatnegative Brand messagingshould raise a smileWith folks feeling more positiveThat's not tosay that motivationalabout the future,whatkindofmessaging is dead in the water, far frommessages do they want to hear fromit.In second place is brand messages thatbrands right now? When we askedmakepeoplefeel motivated,with47%oftherespondents to choose their topvote.Educational, thought-provoking andreassuring messaging all more or less tie forthree types of messaging,57%saidthird place.they wanted brands to make themlaughand entertainthem-theoldestdemographicespecially(66%).2nd3rd47%WantbrandstoWant brandstomakethemfeelbe educational,57%thought-motivatedprovokingandWant brandsreasurringtomakethemlaughandentertainthemIt's worth noting that Millennials over-indexforboth motivational and educationalmessaging, while reassuring messa