2022-09-14-Attest-2022年美国消费者趋势报告_38页_3mb

2022 US Consumer Trends Report Summary

Background

The 2022 US Consumer Trends Report by Attest, authored by CEO Jeremy King, examines how the pandemic and vaccination efforts have altered American consumer behaviors, attitudes, and preferences. It highlights key insights from a survey of 2,000 working-age US consumers conducted in November 2021, covering topics such as consumer sentiment, spending habits, lifestyle changes, and media consumption. Additionally, the report includes a case study on Klarna's global expansion strategy.

Key Insights

• Consumer Sentiment: Overall, consumers are cautiously optimistic about the future, with younger demographics (e.g., Millennials and Gen Z) expressing higher positivity. Top concerns include the economy, inflation, and climate change. Americans prefer brands that use humorous and entertaining messaging, with poverty and inequality emerging as the top issue for brands to address.

• Marketing Trends: Social media engagement has increased, particularly on TikTok, driven by Gen Z. Email marketing receptiveness has declined among younger consumers. Brands must adapt their messaging based on cultural nuances and platform-specific trends.

• Shopping & Spending Trends: Ecommerce continues to dominate, especially for non-food items, with Millennials being the most frequent online shoppers. Grocery shopping sees a balance between online and in-store for most, but Boomers favor traditional stores. Consumers are spending cautiously due to economic concerns, with saving becoming a priority. Major savings are directed toward vehicles, homes, and home improvements.

• Lifestyle Trends: Flexible working arrangements are common, with WFH prevalent across demographics. Wellness, including fitness and home improvements, is a growing focus. Pet ownership increased during the pandemic, and sustainability efforts, such as recycling and reducing single-use plastic, are gaining traction, with younger generations leading these initiatives.

• Media Consumption Trends: Social media remains dominant, with Gen Z spending significant time on platforms like YouTube and TikTok. Traditional TV consumption has declined, offset by increased streaming and podcast use. Americans engage more with interactive content and digital news sources.

Global Expansion Case Study

Klarna's success in international markets demonstrates the importance of agile research. By conducting qualitative and quantitative studies early in the market entry process, Klarna tailored its product naming and messaging to local consumer attitudes, such as changing its name in Belgium to avoid negative reactions. This approach helped refine brand positioning and avoid potential PR issues, emphasizing the value of consumer insights for effective global launches.

Conclusion

The report underscores a shift toward digital engagement, authenticity in brand messaging, and sustainability. Consumers are more conscious of spending and expect brands to address social issues authentically. For brands aiming at global expansion, thorough consumer research is critical for adaptation and success.