GWI-2020年新美国消费者报告（英文）-2020.12-34页_13mb

The New American Consumer Summary

Core Content

This report explores how changing values, demographics, and priorities are reshaping the American consumer landscape. It emphasizes the need for brands and media to understand and reflect the diversity and complexity of modern American life, particularly through the lens of intersectionality.

Main Points

• Changing Household Structures: The traditional nuclear family model is no longer the dominant one. Multi-generational households are on the rise, especially among multicultural groups. This shift is influenced by cultural backgrounds and reflects a broader trend of diverse family dynamics.

• Diversity 2.0 and Intersectionality: The concept of diversity is evolving beyond race, ethnicity, and gender. Intersectionality is crucial in understanding how different aspects of identity (race, gender, income, etc.) intersect and influence consumer behavior and perceptions. Brands must consider these overlapping identities to create inclusive marketing strategies.

• Consumer Representation in Advertising: Only 9% of American consumers feel represented in advertising. This is particularly low among older white Americans and conservative groups, despite their underrepresentation in multicultural advertising. Brands need to reflect the values and identities of their audience to build trust and relevance.

• Media Distrust: Over 40% of Americans distrust traditional media, with older white Americans being the most skeptical. Social media, while less distrusted, still faces challenges with inclusivity and representation. This distrust impacts how consumers perceive and engage with brands and media.

• Values and Brand Connection: Younger and more diverse consumers are placing greater importance on brand values and personal connections. They expect brands to align with their beliefs on social issues, environmental sustainability, and inclusivity.

• The American Dream Revisited: The traditional American Dream, which emphasizes individual merit and hard work, is being re-evaluated. Many consumers, especially younger generations and minority groups, recognize the role of systemic privilege in success. This challenges the notion that success is solely based on personal effort.

• Trust in Institutions: Trust in brands and corporations is low, with 1 out of 3 Americans expressing distrust. Trust varies by race and income level, with Black Americans showing the highest levels of distrust across all income brackets. This indicates a need for brands to engage with diverse audiences more thoughtfully.

• Cultural and Visibility Preferences: Diverse audiences value both cultural representation and visibility in advertising. For instance, younger Black Americans prioritize visibility in ads, while older Black Americans prefer cultural reflection. These preferences highlight the importance of tailoring marketing messages to specific demographics.

Key Information

• Multi-generational households are becoming more common, especially in multicultural communities. This trend is expected to grow as the U.S. population becomes more diverse.
• Intersectionality is a critical framework for understanding consumer behavior. It involves considering the overlap of multiple identities (race, gender, income, etc.) in shaping experiences and perceptions.
• Trust in media and brands is declining, with older white Americans showing the highest distrust in traditional media and Black Americans expressing the most distrust in corporations.
• Consumer values are increasingly important. Younger and more diverse consumers are looking for brands that reflect their values and provide meaningful connections.
• The American Dream is being redefined. Many Americans now recognize the role of systemic privilege and social inequality in shaping success and opportunity.
• Cultural and visibility preferences vary by age and race. For example, Gen Z prefers ads that reflect their culture, while older Black Americans prefer cultural representation in ads.

Conclusion

The modern American consumer is more diverse, dynamic, and socially conscious than ever before. Brands and media must adapt to these changes by embracing intersectionality, improving representation, and building trust through inclusive and value-driven marketing. Understanding and addressing these shifts is essential for relevance and success in the evolving American market.