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1、Discover the trends thatll dominate the US in 2023US REPORTClick the dots to navigateIn this reportShake it off21The exhausted States37Virtual and me71Intro1The new American dream3OK doomer55PageFielded monthly,Zeitgeist zeros in on the stuff that matters.Its topical,timely,and relevant.The data in
2、Connecting the dots draws on surveys carried out throughout 2022.This is a recontact study,which means that respondents also took part in GWI Core.GWI Kids represents kids aged 8-15 who use the inter-net.To get a real picture of todays kids,you have to go beyond demographics and simply ask them.And
3、with thousands of demographic,behavioral and psycho-graphic data points,thats exactly what we did.Dive into the hopes,fears,dreams and opinions of the young-est generation and find out exactly how to move them.Data sets included in this reportCore is our flagship survey and the worlds largest study
4、on the digital consumer.Our data represents over 2.7 bil-lion internet users,offers 57k+datapoints,and tracks 4k+brands across 48 mar-kets.It never stops growing.By the second half of 2022 well be in 50 markets,launching our Core study in Norway and Chile.GWI CoreGWI KidsGWI ZeitgeistLaunched in Jul
5、y 2020,GWI USA represents the habits,behaviors,and attitudes of 240 million internet users across all 50 states.With America changing fast,this ongoing study tracks new and emerging trends not typically covered by market research providers,like ques-tions around cultural identity,race,and ethnicity.
6、GWI USAEvery chart has a hyperlink that will bring you straight to the relevant question on our platform.You can then investigate all data by demo-graphics,over time,and among your own audiences.All the charts that use GWI Zeitgeist data also have links that will take you straight to the relevant qu
7、estion on our platform.There,you can dig into the data with no charge.Thats because all GWI Zeitgeist data is free and always will be.Discover the data on our platformInformation about the source and base SourceBaseEach of the graphs is numbered More information can be found in the Appendix section
8、at the end of this reportJust click this iconto explore the dataon the platformYoure about to witness the strength of street knowledge 360 consumer insight.Weve trawled through our data,and pored through the numbers.Here we present to you the most need-to-know trends for anyone looking to under-stan
9、d the consumer mindset in the year ahead.We seem to be surrounded by crises right now,each of which can be under-stood using objective measurements and scales like GDP,CPI,global tem-perature,and loss of life.But different groups and cultures internalize the world around them in different ways,leadi
10、ng to different outcomes.What we give you here is the subjective side of things:how do consumers feel about these crises?Whats the deeper impact on peoples worldviews and pri-orities?What are they doing differently as a result?The most need-to-know trends for anyone looking to understand the consume
11、r mindset in the year aheadHeres what you have to look forward toConnect the dots between what people say,think,and doUncover the deep logic and contradictions that make up the consumer psycheLet data and insight pinpoint the upcoming trends set to dom-inate 2023Be inspired and zero in on what reall
12、y mattersbyCHASE BUCKLEIntr 2byMOANA TELLBUESCHERThe new American dreamHow consumers are craving the simple life in 2023 4The American dream is dead.Or not quite.But like many people,its strug-gling a little.Across virtually all areas of our research,we see signs of Americans lowering their ambition
13、s,trading an appetite for success with more modest goals.While there will still be some post-pandemic splashing out,2023 is likely to see similar changes in spending habits and in American culture as we observed during the Great Recession.The years after 2008 saw Americans downsize in nearly every a
14、spect of their life,from retirement to their childrens future to everyday expenses.Similar changes are on the horizon in the next 12 months as consumers face up to a cost of living crisis.Its a full circle moment for some,as I Need a Dollar becomes all too familiar again.The American dream is dead.O
15、r not quite.But like many people,its struggling a little 6The new American dreamHeres the headline:Americans are getting worried about their financial security.51%of the nations consumers believe that the US economy will get worse in the next six months and con-fidence in personal finances looks to
16、be waning too.Consumers have become more price-conscious about everyday expenses and,since Q2 2021,use of apps to track spending has increased 9%.Budgeting is back on the menu.Lockdowns reminded consumers of how important personal relationships are.34%say that being present for family and friends is
17、 their most important goal in life,an increase of 7%from last year.At the same time,the kind of YOLO(you only live once)attitude we saw when lockdowns were lifted is disappearing.Having a goal of“challenging myself”is down 8%,while“trying new things”is down 11%.Use of apps to track spending has incr
18、easedAPP USAGEStability is sexy1GWI USA Q2 2020-Q2 2022163,277 Americans aged 16+34+31+41+49+31+4+29-10+30-15+19-262020 Benchmark(0)%change since 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Personal/household financesUS economy%change in the number of Americans who say the following will get bette
19、r in the next 6 months(compared to 2020)Financial optimism is creeping back down 8The new American dreamGWI July Zeitgeist 20221,747 Americans who arent retired aged 16-64Salary/compensationWork-life balanceWork benefits(i.e.retirement benefits)Paid time offCareer progressionWorkplace where I can ch
20、allenge myself756456513023While consumers still value a work-place where they can challenge themselves and progress,salary,ben-efits,and time off take precedence.Boundaries are being set,and career goals have been redefined to fit the“I work to live,not live to work”narrative.And with good reason,as
21、 US work-ers face some of the highest levels of burnout and being overworked.Striving for simplicity has led some to make big changes to their working life.Time away from a traditional 9 to 5 has allowed workers to explore other options,with the number who work while on the road or traveling increas
22、-ing by 38%since Q3 2021.The search for the simple life is as much a cultural trend as it is an economic one.Some start the#vanlife because they have to,others because they want to.Whats your dream job?“I dont dream of labor”Challenging themselves is rarely the priority at work%of Americans who aren
23、t retired and say the following are most important to them in a workplace2 10The new American dreamThis is key for brands to understand in 2023 especially in luxury and pre-mium sectors.When times are hard,status symbols change.Sometimes simplicity is the biggest luxury,and people pay good money for
24、 it.Since mid 2021,theres been an 8%drop in the number of consumers who want brands to be“exclusive”,which means that some high-end brands wont be able to rely on their logo as much as they used to.(Not)Keeping up with the KardashiansSometimes simplicity is the biggest luxury,and people pay good mon
25、ey for itThe new American dream 12The biggest decreases in self-perceptions3Q2 2021Q2 2022272216131210%changeI see myself as a natural leaderI enjoy entertaining guests in my homeI want my lifestyle to impress othersI have sophisticated tastesI am influenced by whats cool/trendyI like to
26、be the center of attention-8-7-10-9-11-13GWI USA Q2 2021&Q2 202240,224 Americans aged 16+%of Americans who agree with the following,and the year-on-year%change for each statementAmericans are also much more modest about themselves.They see themselves as less sophisticated,less trend-focused,and less
27、 bothered about showing off.Influencers could benefit from turn-ing over a new leaf and branding themselves as a genuinflencer.The number of Gen Z who say that fol-lowing influencers is a top reason for using social media has dropped 22%since Q2 2021,while Americans of all ages are less likely to ag
28、ree that social media is good for society.Yet interest in influencers is still there and growing,increasing by 16%year-on-year;and it will probably continue to grow,as long as the content shared shifts from aspi-rational to inspirational.The emergence of social platform BeReal,which has branded itse
29、lf as a life without filters,is also driving a change in online expectations.This has cleared the path for more inspirational material year-on-year the number of Gen Z who use social media to find inspiration is up 12%.Theyre just less likely to be finding inspiration through chasing someone elses d
30、reams.The new American dream 14Influencers are just the tip of big changes in the world of fashion.“Outfit of the day”inspiration will come less from influencers and more from your local Goodwill,as taking note of what influencers are wearing has dropped 7%since Q2 2021.Economic downturns often prom
31、pt changes in fashion,especially when inflation sends the cost of materials soaring.Whether its the comeback of indie sleaze or something else,2023s hot looks will be a product of this quest for simplicity.It will also provide a boost to the sec-ondhand fashion trend.Comfort with buying preowned ite
32、ms is up 12%year-on-year,and little wonder as the hunt for the next best#ThriftFlip has gar-nered over 2.8 billion views on TikTok.Good things come to those who thrift 16The new American dreamIf Americans are less keen on impress-ing others,what might they be prioritizing instead?Bound up in these c
33、ultural changes around social media,fashion,and other areas,is a new focus on more offline activities.Some of the fastest-growing per-sonal interests for Gen Z year-on-year are handicrafts(+16%)and books/literature(+15%).Both have a strong presence on social media,and making your own clothes is usua
34、lly cheaper than buying them.But they also indi-cate a scaling down among young people in their online behavior in favor of more hands-on pastimes especially when interest in gaming,television,technology,and computers are all down among 16-25s.Back to basicsDont get ghosted by Gen Z.Heres how to mak
35、e this generation fall in love with your brand.ReportYour 101 guide to Gen Z in the USFind out more 18The new American dreamThe automotive market is one of the best examples of just how differently consumer segments will behave in 2023.Since Q2 2020,theres been a 121%increase in the number intereste
36、d in buying a Ferrari or Lamborghini.At the very top end,consumers will still want to splash out even if theyre more discreet about it.However,many car owners see their vehicles as less of a way to express their personality and status with those attitudes decreasing by 9%and 14%,respectively,since Q
37、2 2021.Value for money is also the new motto in the automotive world.More are keen to have a vehicle thats as cheap and easy to maintain as possible(+7%).Travel is another example of this trend affecting people differently.Rich Americans are reportedly spending more than ever on flashier vacations.T
38、hough,generally,interest in new cul-tural experiences has decreased by 8%since Q2 2021,while the importance of familiarity with the destination has increased by 12%.Wanting good value for money has also ticked up.Life in the slow lanePeoples values and priorities are bound to shift over time its the
39、 nat-ural progression of any society.But with the American dream so heav-ily embedded in US culture,a wider change in outlook is no small feat.Americans have ultimately fashioned themselves a new dream based on the realities of today,one with more modest ambitions,and brands must cater to it.Reframi
40、ng the American dream 20The new American dreamShake it offAmerican catharsis through mediabyTYLER ASHE 22We accept the reality of the world with which were presentedCHRISTOFThe Truman Show(1998)Americans arent living in a TV show like the namesake character from the 1998 film The Truman Show,nor can
41、 they exactly leave their world like Jim Carrey did.But in 2023 theyll be look-ing for an escape and some catharsis in the world theyre living in.Americans are dealing with a lot coming out of the pandemic-a cost of living crisis and security concerns to name a couple.And its taking a toll.According
42、 to the General Social Survey,only 19%say theyre very happy,which is by far the lowest its been in 50 years.Religion has acted as an outlet for tough times before,but other practices and beliefs are becoming go-tos.Interest in religion has declined in the last two years,while interest in spiritualit
43、y and astrology are up.While we joke about Mercury being in retrograde,we cant joke about a billion-dollar business.Rising interests 24Shake it offApps such as Co-Star(which share birth charts and horoscopes with users)have captured the attention of venture capitalists.And even celebrities are cel-e
44、brating their links to the stars.Beyonc,one of the most-streamed artists in the world,frequently shouts about her Virgo sign,including a track called VIRGOS GROOVE on her latest album.Others arent looking to the stars for guidance,but they are looking to media for an escape.Americans now have ample
45、stories to invest their emotions in.With our research into trending genres,we can forecast what sort of media will resonate most with viewers and listeners in 2023.4Americans are taking an interest in astrology%change in Americans interested in the following since Q2 2020GWI USA Q2 2020&Q2 202241,14
46、8 US internet users aged 16+110AstrologyMeditationSpiritualityReligion+10+8-6 26Shake it offWhen the first lockdowns started,over 80%of Americans thought the pan-demic would last 6 months or less.Of course that didnt happen,and restric-tions were mostly in place until mid-2021,a full year longer tha
47、n most Americans predicted.The pandemic saw many issues over-run hospitals,mass layoffs,and a high death toll from the virus itself.When restrictions started to ease in early 2021,US consumers were pretty optimistic Out of the frying pan,into the fire about the future.37%thought the US economy would
48、 get better as well.Today,that number has decreased to only 18%.Now a cost of living crisis is slashing budgets,as consumers struggle to pay their bills.Fears of tax increases have also worried US consumers,with many thinking their already scarce budgets will shrink more.Concerns about gun violence
49、and geopolitical tensions have also risen.15%of US consumers say theyre never satisfied with their life,up 6%from last 584032275342845443627484336294542382845438Tensions with foreign countriesTax increases Q22020Q42020Q12021Q22021Q32021Q42021Q12022Q22022Gun violence Infectious
50、diseases and virusesyear-and one of the fastest-growing sentiments in the US.With all that is going on,Americans desperately need catharsis a way of releasing,or managing,the frustration theyre facing.For many,this is coming through the media they consume.Much of the situation Americans find themsel
51、ves in is out of their control,but they can choose what they watch or listen to.5Safety and tax concerns have increased%of Americans who say they are worried about the followingGWI USA Q2 2020-Q2 2022163,277 US internet users aged 16+65FShake it off 28Helps relax/pass the timeSomething to do while I
52、 do other thingsIt improves my moodTo help relieve stress/anxietyExpand my knowledge/learn new thingsTo escape from reality/be a distraction6True crime,true emotions The first CrimeCon in 2017 saw 800 fans packed in a hotel.In 2022,the event saw 5,000 attend.It now has plans to go interna
53、tional-and theres even a cruise ship gathering in the works.Were not surprised by this.While the subject matter may be morbid,it makes sense why Americans are so drawn to it.The story allows for the listener to exclaim disgust at the crime,then relief when the perpetrator is caught.The legal system
54、sends the perpetrator away,and the justice system prevails.Whether or not this ending happens in real life,the listener doesnt care.They can release their emotions,and escape reality for a little bit.Over half of Americans say they listen to audio-be that music,podcasts,audiobooks,or talk radio-to h
55、elp them relax,and over 1 in 3 say it helps release stress and anxiety.With mental health increasing in importance,consumers are turning to media to help them through the day.Advertisers are taking notice too.Online mental health company BetterHelp constantly outspends other advertisers on podcasts.
56、True crime is one of Americas favorite podcast genres,and it saw a 21%growth in listeners from Q2 2020Audio content helps Americans relax%of Americans who listen to audio content for the following reasons6GWI Zeitgeist August 20221,909 US audio content listeners aged 16-64 30Shake it offWhats winnin
57、g in Americas attention economy?ReportThe hottest US entertainment trendsGet the storyAggressive genres have risen in popularity%change in American listeners of the following genres since Q2 20207While podcasts boast advertisements from mental health companies,music has gotten aggressive.Some of the
58、 fastest-growing genres in the last two years are metal and punk,alongside high-BPM(beats per minute)genres like house and techno.Meanwhile,the genre falling most in popularity is acoustic/singer songwriter,which notoriously sits on the quiet side of the volume dial.Fans of metal and punk,as it happ
59、ens,are 15%more likely than the average American to agree that mental health is important.Headbanging,as it turns out,is cathartic.Gothic/grunge/death metalHouse/technoPunkHeavy metalTechno/tranceRap/Hip-Hop/drum n bassElectronic/EDM/dubstepAlternative rockAcoustic/singer songwriter+22+16+15+15+14+9
60、+8+7-9041,148 US internet users aged 16+GWI USA Q2 2020&Q2 2022 32Shake it off20%of Americans say theyve experi-enced anxiety regularly or often,up 32%from two years ago.The percentage who feel anxious while watching content?Only 3%.However,nearly half indicate that they watch content as an escape/d
61、iversion.Americans are watching TV/movies to distract themselves from whats going on away from the screen.On the small screen,viewers have been steadily losing interest in the news.With the economic and security crises going on,Americans are trying to avoid it,and any anxiety it may bring on a feeli
62、ng they know all too well.So whats play-ing instead?Action/superhero movies for one.This isnt a surprise as Marvel movies have made over$10 billion in US box office revenue,and Marvel accounts for 4 of the 7 most watched shows on Disney+.Americans see their action shows and movies as a cathartic exp
63、eri-ence,knowing good will almost always overcome evil,but theyre kept on the edge of their seats.These stories are also exciting for the eye,as CGI has made action movies a spectacle.Away from the action,Americans are also in the mood for love.Times of eco-nomic hardship make romantic comedies a pa
64、rticularly popular genre.Screwball comedies,the predecessor to rom-coms,were born in the Great Depression.Romance and romantic comedies as a genre are up 9%in popularity in the last two years.Like action movies and true crime podcasts,these movies and shows are full of clichs and tropes,but almost a
65、lways,the characters resolve their issues and come together for a happy ending.These more formulaic genres are oppo-sites to the world Americans find them-selves in.People are struggling to make ends meet.Safety seems to be at an all-time low both at home and abroad,and tax hikes still weigh heavily
66、 on the mind.And they cant do much about it.What can they do?Turn on the TV and select the movie or show that they know will take them through an emotional ride,but will ultimately end well for the good guys.Catharsis on the couch8GWI USA Q2 2020&Q2 202240,126 US TV/movie viewers aged 16+Action and
67、romance are getting more viewers%change in American viewers of the following TV/movie genres since Q2 2020Action/superheroSci-FiRomance/romcomsAdventurePoliticsBusiness&financeNews/current eventsTalk shows+13+10+9+6-10-10-11-120 34Shake it offEven if Americans know that these stories will end,its th
68、e cathartic journey of the protagonist triumphing over their fears that brings them back,and maybe they hope to triumph over an unpredictable and ever-changing world.The next 12 months will be interesting for Americans.Some aspects of the cost of living crisis are improving,but its still left a hole
69、 in their wallets.The midterms will shape the political narrative for the next two years,and may give rise to new fears.In that climate,lifestyle habits and media preferences will continue to provide emotional release.Some old favorites will continue Marvel movies are scheduled out to 2025,while tru
70、e crime will benefit from a podcast market expected to grow 31%annually to 2030.Other things like New Age spirituality,high-BPM music,and romcoms could represent new arrivals,bubbling up from subcultures and fandoms.The final word to sum up what consum-ers want to do in 2023 should go once again to
71、Beyonc,from her number 1 hit BREAK MY SOUL:Been so down and under pressureRelease ya anger,release ya mind.BEYONCBREAK MY SOUL 36Shake it offThe exhausted States of equalityHow Americans want brands to approach social justice in 2023byLAURA CONNELL 38In May 2020,the Black Lives Matter(BLM)protests i
72、n response to the murder of George Floyd left a deep impression in America and around the world.Since then,wider attention has moved to a host of social justice issues including womens rights,the LGBTQ+community,and climate change.As the emotional labor of the last two years has taken a toll,interes
73、t in equal-ity,social issues,and volunteering are in decline.According to our data,fatigue is replacing fighting spirit.Since 2020,the key theme has been“we need to do better”.But as other priorities weigh on consumers minds in 2023,they will be increasingly tired of hearing that message from brands
74、.They will want evidence that brands have actu-ally created change for America.Less talk,more action.Its an obvious statement,but one that continues to be top of mind for consumers.Over the past two years,whenever social justice has been on the agenda,con-sumer sentiment toward brands has been consi
75、stent.They want action,impact,and results not meaningless PR pushes.After the initial BLM protests in 2020,US consumers wanted brands to review their hiring policies instead of show-ing support via social media.During Pride in 2022,US consumers top priority for brands was to edu-cate people on LGBTQ
76、+issues and misconceptions not changing logos and packaging to rainbow colors.After Roe v.Wade was overturned,US con-sumers wanted brands to provide paid leave for womens health issues rather than show support on social media.In 2023,brands should take these mes-sages from consumers in the last two
77、years as absolute truth-shift your focus to assistance,education,and action.Shifting focus 40 40The exhausted States of equalityGWI Zeitgeist July 2022 May 2022 Coronavirus Study Wave 55,110 US internet users aged 16-64 4,154 US internet users aged 16-64 1,351 US internet users aged 16-64Consumers w
78、ant to see practical behaviors from brandsMost/least important brand action for each social cause,based on the%of Americans who want companies to do the following to support it9Overturning Roe v.WadePride MonthMost importantLeast importantBlack Lives MatterPaid leave for womens health issues Post su
79、pportive messages on social mediaReview hiring policiesShow support via social mediaEducate people on LGBTQ+issuesChange packaging/logos to rainbow colors 42 42The exhausted States of equalityThese feelings will become more acute in the next 12 months as an uncertain economy,coupled with a sense of
80、com-passion fatigue,will force consumers to prioritize what theyre really concerned about.Alongside infectious diseases,election integrity,and job security-police bru-tality and racial relations are among the fastest-falling worries for consumers in the US since Q4 2020.In contrast,in line with curr
81、ent world events,some of the fastest-rising concerns are tensions with foreign countries and tax increases.On the surface,these figures appear encouraging because they suggest some progress has been made,but its a good example of how although we might see a trend decline,it doesnt always show the fu
82、ll story.Black Americans are still disproportion-ately concerned about police brutality and as of Q2 2022,theyre 20%more likely than Asian American and Pacific Islanders(AAPI),or Native Americans to worry about racism.And even though there are relatively similar decreases in concerns for racism betw
83、een Black(-14%)and Hispanic(-15%)people since Q4 2020,the same is not felt by AAPI(-1%).Reports have found that discrim-ination has increased greatly for the AAPI community since 2020.Many,particularly white consumers,may have felt invigorated by the discus-sions in the last two years,but for some,t
84、he messages were merely a longstand-ing repeat of what has been said time and time again;injustices remain sys-temic,and more needs to be done.62%of US consumers care about the impact of social justice issues.And thats the key word impact.Weve seen how brands can play a dynamic role in social justic
85、e causes when they follow through on their public acknowledgments.Advocacy indica-tors and accountability commitments to social justice causes are still every part as valid as they were two years ago.But brands need to think long-term.Results and successes take time to build and cut through the nois
86、e.Putting out statements for self-serving reasons,or because everyone else is,can be actively harmful 46%of US consumers are tired of hearing about social justice causes all the time.GWI USA Q4 2020&Q2 202240,186 US internet users aged 16+Concerns have changed in the last two years%change based on t
87、he number of Americans who say they worry about the following since Q4 202010%change since Q4 2020-+0-TensionswithforeigncountriesTaxincreasesImmigrationlevelsStockmarketGunviolenceRacialrelations/racismJobsecurityElectionintegrityPolicebrutalityInfectiousdiseasesandviruses44171825Breakin
88、g old patternsWant to see this data in more detail?Find out moreof US consumers care about the impact of social justice issues.And thats the key word-impact.44The exhausted States of equality 44Consumer priorities have changedOur data from Q2 2020 reflects the mood of the nation during the height of
89、 the BLM protests-being socially responsible was the number one brand priority for Americans.Two years later,this has shifted to rank third in Q2 2022.In fact,its the fastest-falling brand initiative since 2020.This shift is mainly due to decreasing sentiment from older white consumers.Weve seen an
90、8%decrease in white Americans agreeing brands should be socially responsible,followed by baby boomers(-9%)and Gen X(-11%).Supporting diversity in the workplace is the fastest-rising brand initiative 46 46The exhausted States of equalityDr.Joseph Flynn refers to this as white fatigue,a wearying of po
91、tential allies in the fight against racism,and its a problem that has persistently taken place after historical racial move-ments;allyship fades.But for AAPI and Black Americans,this priority has remained unchanged.For People of Color(POC)in America its just as important as it was two years ago.Even
92、 though being socially responsi-ble has dropped in consumer priority,this doesnt mean brands are devoid of responsibility.Here again we see the pat-tern consumers want brands to walk the walk,not talk the talk.Supporting diversity and equality in the workplace is the fastest-rising brand initiative.
93、Predominantly led by younger generations,we have seen considerable increases across all racial and ethnic demographics,and its an example of an area where brands can begin to enact real change.Even while strong mes-saging of support can be a good start,walking the walk is the more pressing issue acc
94、ording to consumers.Q2 2020Q2 2022Be socially responsibleListen to feedbackImprove your day-to-day lifeBe socially responsibleReduce their environmental impactMake you feel valuedSupport diversity&equality in the workplaceProduce recyclable packaging/productsContribute to the l
95、ocal communitySupport charities/good causesSupport local suppliersImprove your day-to-day lifeListen to feedbackReduce their environmental impactContribute to the local communityMake you feel valuedSupport charities/good causesProduce recyclable packaging/productsSupport diversity&equality in the wo
96、rkplaceSupport local suppliersBrand priorities are shifting for consumersGWI USA Q2 2020&Q2 202241,148 US internet users aged 16+Rank based on the%of Americans who most want brands to do the following11 48 48The exhausted States of equalityWhen it comes to social justice causes,workers want to be at
97、 a workplace that supports them both professionally and personally.And what happens in the workplace impacts consumers too 47%say poor treatment of staff would discour-age them from buying from a brand.But in the last two years,many DEI leaders(diversity,equity,and inclu-sion)have felt the pressure
98、to focus on immediacy rather than long-term change,which has led to many Chief diversity officers(CDO)feeling the effects of burnout.The average tenure for a CDO is now less than 2 years.With 29%of Gen Z and millennials wanting a working environment that makes them feel like theyre contribut-ing to
99、society,the challenge for brands now is to transfer their accelerated efforts from 2020 into supporting the work being done by those in critical DEI roles.Focusing on the mental health of employees can be one way to alle-viate the personal and professional pressures that social justice causes may cr
100、eate.There are many exam-ples of where brands have integrated services such as on-site psycholo-gists,insurance coverage,and one-on-one coaching.Practical positioning to integrate diversity and inclusion into the root of your business structure,rather than seeing it as a separate initiative,alongsid
101、e a compassionate recogni-tion within your brands core values,are incentives to aspire to.Adopt a people first mentalityFrom online TV habits to social media usage,get the answers you need on this generation.ReportYour 101 guide to millennials in the USDownload your copyIt always excites me when I c
102、an see a brand bring their presence,their platform,their authority and their capital to uplift the voices of those already doing the work 50KEVIN ECHAVARRIAMcCann Worldgroup global DEI 50The exhausted States of equality12Over half of Americans wish the US gov-ernment did more to help social justice
103、causes,moving responsibility toward the systems and institutions that have the ability to create lasting change.But only 36%believe that positive pro-gress is being made in the US.People of color(POC)feel a greater sense of care and responsibility for social justice causes compared to white consumer
104、s.Weve seen how,just one year after the BLM protests,America changed.But now,for many consumers,the effort to maintain the fight for social justice is leading to a greater sense of fatigue.Although boycotts are one way consumers choose to tackle social injustices to place negative media attention an
105、d economic pressure on a brand,theres long been spec-ulation on their effectiveness.Its an example of how methods to fight social justice causes are becoming exhausting for consumers.Recognizing responsibility The effort to maintain the fight for social justice is leading to a greater sense of fatig
106、ueGWI Zeitgeist August 2022 2,037 US internet users aged 16-64White Americans are still lagging in interest for institutional injustices%of Americans who agree with the followingI care about the impact of social justice issuesI wish our government did more to help social justice causesIts my respons
107、ibility to stand up for social justice causesI want brands to support social justice causesPositive progress is being made on social justice causes globallyPositive progress is being made on social justice causes in my countryThe state of my personal life/relationships affects how I feel about socia
108、l justice issuesIm tired of hearing about social justice causes all the timeThe state of my work/professional life affects how I feel about social justice issues7266544944747363537254920People of ColorWhite Americans 52 52The exhausted States of equalitySocial injustices in the US will ta
109、ke time to amend,and brands will play a role in that.But in 2023,brands have to be aware of consumers collective head-space,whats important to them,and how they want to see change in these areas happen.Focus on what consum-ers really want meaningful action,communicated when its achieved clear result
110、s.Put purpose into practice.Brands that understand whats truly important to consumers will succeed,and those who dont risk being left behind.Reframe how to foster inclusion Focus on what consumers really want-meaningful action 54The exhausted States of equalityOK doomerHow consumers could getfatigue
111、d with climate changebySTEPHANIE HARLOW 56Over two-thirds of US consumers feel concerned about the potential global impact of climate change.And just as many are concerned about the impact it could have on the US itself.The state of the environment hasnt improved,and in 2022 all corners of the count
112、ry have been hit with extreme weather.Most Americans view climate change as a real threat.But our research suggests that in 2023 they may,par-adoxically,want to stop hearing about it.Theyll still expect brands to take action,but will likely be less willing to hear about it in the news and on social
113、media.Although pessimism around the envi-ronment is up since 2020,the number who actively worry about it hasnt changed.And around a fifth of con-sumers are tired of hearing about the climate crisis completely.If things dont change were likely to see more climate doomism-when people believe the battl
114、e against cli-mate change has already been lost.Even with the passing of landmark cli-mate change bills,the idea continues to go viral.Both news publishers and brands will have a stake in managing Americans fee-lings toward the environment in 2023.Doomism ultimately leads to climate inaction,which i
115、sthe opposite ofwhat we wantALAINA WOODSustainability scientistOK doomer 58Concerns about climate change have remained stable over the past two years,but the number who think that climate change will get worse in the next six months has significantly increased.People feel that the situa-tion is gett
116、ing worse,but their levels of concern arent increasing.A strong caseof crisis fatigueEnvironmental outlook is gettingworse,but worry remains stable%change in Americans who feel the following since 20202020 Benchmark(0)Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022I worry about climate changeThe environm
117、ent/climate change will get worse in the next six months+1%-18%-4%-14%+4%+17%+1%+7%0%+7%0%+13%change since 2020GWI USA Q2 2020-Q2 2022163,277 US internet users aged 16+13 60OK doomerPut simply,many are fed up with the situation,and its having a knock-on effect on how they feel and what theyre doing
118、about it repeated exposure is causing fatigue.And while Gen Z are the most concerned about the future of the environment,theyre also more likely than millennials to be tired of hearing about it.Theyre a good example of how concern can spill over into doomism.Next years cultural context is important.
119、After two years of being locked down and languishing,people will still be grieving the opportunities they missed out on,and trying to make up for time they lost.Its one of the reasons why so many people booked a revenge vaca-tion in 2021,and why worry about travels environmental impact has dropped 1
120、0%since Q2 2020.Now theres a possible recession in the pipeline and if the economy takes a downturn,evidence sug-gests concern for the environment goes with it,as consumers prioritize other things.Our Work data also shows that businesses biggest challenges next year will be less about becoming more
121、sustainable and more about managing the economic climate.Not only do Covid-19 and a possible recession have an impact on climate attitudes,theyre a pair of crises occu-pying the headlines alongside the war in Ukraine,abortion rights,and mass shootings.If we add climate change into the mix,it could a
122、ll become too much for some people.We can see this in our data too.Peoples interest in news and current affairs is down since Q2 2020.In April 2022 a quarter said they were spending less time reading the news since the pandemic started to manage their mental wellbeing,and the climate is another topi
123、c likely to see consumers switch off for the sake of their health.Many are feeling overwhelmed andhelpless right now,leading to a phenomenon called“crisis fatigue”,which is what can happen when were exposed to constant pressures OK doomer 62When it comes to taking individual action,peoples behaviors
124、 are mixed.Many are choosing where to save and where to still spend,so sustainable actions could fall by the wayside while they treat themselves where they can.That said,a number of cost-cutting behaviors people are doing will end up having a positive impact on the envi-ronment too.Using a reusable
125、water bottle and shopping bags are the most popular sustainable actions among consumers.These kinds of actions are likely popular because they help consumers feel like theyre playing an active role,but can also save money.With many looking to save where possible,consumers are likely to be tempted by
126、 schemes that offer them opportunities to save money or cut back.Individual powerHistorically,recycling in the US has lagged behind other coun-tries,and just 5%of plastic waste is being recycled.But there are schemes looking to tempt consumers into disposing of their waste sustainably.H&M,for exampl
127、e,has recycling boxes in stores across the globe where consumers can drop off a bag of old or unwanted clothes in exchange for a thank-you coupon toward their next purchase.Tapping into consumers thriftiness is one way of squaring sustainability commitments with a poor outlook for the economy.Import
128、antly,its the kind of prac-tical action that consumers will respect,even as they tune out of some of the coverage around climate change.Offering consumers opportunities to actively supportthe environmentis also likely tohelp overcome doomismOK doomer 64 Are American consumers price-conscious or eco-
129、conscious?Whats getting culled in the cost of living crisis?ReportSustainabilityin the USDownload your copyWhile people are fatigued with the climate change narrative,they still expect brands to be eco-friendly that hasnt changed.Consumers arent fed up with brands taking action on climate change but
130、 theyll be critical of brands that make a lot of noise with nothing to show for it.Something thats gaining momentum is a type of law known as extended producer responsibility.It means that producers are charged a fee,which is used to pay for recycling programs.The knock-on effect means that companie
131、s have an incentive to ensure their products are designed to be more recyclable.Brands arent off the hookIts these little moves that put the onus on companies rather than the consumer alone.If people see brands leading from the front,they may feel more supported.In September 2022,Patagonia reminded
132、everyone what practi-cal action actually looks like.Its billionaire founder,Yvon Chouinard,gave away the company to a trust that will use the profits to help fight climate change.While most companies cant do the same,it sets a new benchmark that cant be ignored.And consumers will notice.OK doomer 66
133、Our research shows that corporations are more trusted than the government.If theyre able to do positive things when politicians cant,it may help break through that doomerist mindset.That said,greenwashing is a great example of where noise from brands is actively harmful.Over a third in the US would
134、be discouraged from buying from a brand if they made false sus-tainability or environmental claims.Often brands dont actually mean to make false claims,but miscom-munication between marketers and sustainability champions can cause the same result.News publishers also have a part to play.With so much
135、 doom and gloom in the media,its unsurprising that its impacting peoples outlook,and the climate beat will require a different approach.Research has shown that readers value more solutions-oriented journalism where the environment is concerned.Consumers want brands to have a moral compassBrand image
136、 is king%of Americans who want brands to do the following%of Americans who say the following would discourage them from buying from a brandGWI USA Q2 2022 GWI Zeitgeist March 202220,156 US internet users aged 16+2,029 US internet users aged 16-64Poor treatment of staffBad media/news stories about th
137、e brandPoor environmental track recordFalse sustainability/environmental claims(i.e.greenwashing)Negative comments on social mediaLack of diversity in workforceLack of supply chain transparency47403535191918Be socially responsibleReduce their environmental impactProduce recyclable packaging/products
138、Support charities/good causesSupport local suppliers39373332301415OK doomer 68Despite being tired of hearing about climate change,people still care.In 2023 brands and publishers will need to change tack.For brands,its an opportunity to engage in a way that combines being eco-friendly with thrift-ine
139、ss,and dial back on making noise around climate change unless they can demonstrate a clear impact in what theyre doing.For media outlets its an opportunity to focus on solutions,not problems.Hope isnt lost,but brands and media publishers need to recognize the prob-lem,adapt to it,and then lead the w
140、ay.Moving forwardOK doomer 70This is virtual,this is meHow identity will shape the future of the metaverse in the USbyTOM HEDGES 72If you could be anything in the world what would you be?Would you be the same person that your colleagues see at work,the person your friends know,or something completel
141、y different?Since the internet was created,users have been able to experiment with their identity,and express them-selves in ways that they previously couldnt(or wouldnt)in the real world.Usernames,bios,personas,and ava-tars have all been important ways for people to manage their online identi-ties,
142、whether its altering them slightly,or indulging in wild experiments.In 2023,well see this enter a new stage,as increasingly popular virtual worlds like Fortnite and Roblox provide more tools for identity play.Drawing on some clues from internet history,and insights about the people who currently use
143、 these spaces,heres what you should know in the year ahead.If you could be anything in the world.what would you be?74This is virtual,this is meLets start by setting the scene.A purple-haired character with fairy wings dances in a nightclub on a vir-tual island,created to promote a TV show based in L
144、os Angeles,known for its pioneering portrayal of LGBTQ+characters.Soon after,the island will host a sponsored Pride event,and the show will eventually go on to win an Emmy.The show is The L Word,and the year is 2007.A brief history lessonI think social media is good for societyI prefer being anonymo
145、us onlineI worry about how companies use my personal data onlineI buy new tech products as soon as they are availableI feel in control of my personal data online9465433634332827InterestedSomewhat interestedNot interestedGWI Zeitgeist March 20222,029 Americans,of which 1,358 are interested
146、 in the metaverse,456 are somewhat interested,and 215 are not interested,aged 16-64Disinterest in the metaverse stems from a lack of confidence online%of Americans who are interested/uninterested in the metaverse and say the following describe them16This is virtual,this is me 76The program forged a
147、unique connec-tion with its loyal and passionate fan base,moving beyond the traditional television experience,and embrac-ing the possibilities of virtual worlds.It may be old in internet terms,but how its community operated is extra relevant now,with community being a standout motivation for those i
148、nter-ested in the metaverse.Compared to the average American,those interested in the metaverse are over 3x more likely to buy products/services to access the community built around them,and over 4x more likely to buy tech products as soon as theyre available.Theyre a confident,affluent,and risk-taki
149、ng group who want to be the first to try new things.But for these reasons,attention needs to be paid to how the metaverse is beginning to take shape.These interested Americans may be the first to take virtual steps in the metaverse,but they dont represent all those who actually prefer to spend their
150、 time online,rather than in the real world.Consumers in that latter group are more likely to be low income,part of the LGBTQ+community,and have a physical disability.Success in 2023 means ensuring their needs are catered for in virtual spaces.78This is virtual,this is meAlthough no“true”metaverse ex
151、ists yet,online 3D spaces are popular and already proving fruitful for brands to play around in.In proto-metaverses like Roblox,you can display your identity through ava-tars and props of varying sizes and types.You can express,highlight,and develop particular interests and life experiences.Its what
152、 Second Life brought to our attention all those years ago,where users could design and build their own experiences within a virtual world.The benefit of these environments is their open social design,where personal and group identities can draw on fantasy as much as reality.American LGBTQ+consumers
153、stand out for the importance they place on diversity and inclusion,equal rights,and clothing/fashion choices.The LGBTQ+communities on Roblox are some of the latest places to offer a safe space,with the combination of anonymity and reinvention that was less accessible in earlier web tech-nologies.The
154、se spaces can act as a flexible testing ground for exploring all the traits that define who we are.New audiences in the metaverseThis is virtual,this is me 80Roblox has seen some of the biggest growth of any game played by kids in the US.Year-on-year,the number play-ing is up 56%among gamers aged 8-
155、11,and 54%among teenagers.Its little surprise brands are investing early and investing big in Roblox expe-riences and assets,fighting for the attention of this generation.But their intentions must be genuine,as this audience is not only highly engaged,but value-focused.While 3 in 10 teen Roblox game
156、rs say having the latest fashion/trends is important to them,they stand out for saying helping people is impor-tant,and are over 20%more likely to say protecting people from bullying is important.So while being on trend matters,creating experiences and products with wider benefits will go a long way
157、 in keeping them on side.Its what the likes of American Eagle have started to drive home.As of August 2022,its Roblox presence has seen 30 million unique visitors a figure higher than the population of Texas.For brands,its about getting in front of users exploring these spaces,but by leading meaning
158、ful change.Need to nail your brands NFT launch,or figure out your metaverse strat-egy?Heres our gamified rulebook.FeatureDeep dive into Web3Unlock the featureTeen players in virtual worlds have stronger social values%of teen players of the following games who say protecting people from bullying is i
159、mportant to them17The SimsFortniteRobloxGrand Theft AutoAssassins CreedMinecraft626261606059Average 12-15 year old51%GWI Kids Q1 20221,025 American teens and 862 gamers aged 12-15 82This is virtual,this is meUnderstanding users avatars may reveal a lot about the individual.Each represents a differen
160、t part of the per-sons personality and lifestyle,whether its a mood,an interest,a social role,or their beliefs and values.For Americans,customization is key to this,and its a main motivation for users to partici-pate in the metaverse.In fact,62%of potential metaverse users say using the space to bro
161、wse or shop for products is of interest to them,with clothing/outfits their prior-ity,ranking above art/collectibles,real estate,and cosmetics.This demand has been seen before.At its peak,Second Life had a vibrant economy,with millions of US dollars in monthly transactions and 230,000 user-made item
162、s being bought and sold each month.However,what brands need to consider in 2023 is that although interested Americans want to Appearance over apparelDemand for avatars and personalization is highbrowse for products in the metaverse,when it comes to identity play,its not their priority.Three-quarters
163、(76%)of Americans who are interested in creating an avatar claim theyd like to customize its physical appearance.Its the coun-try with the most interest in 12 markets studied,and a lesson learned from early proto-metaverses,where cre-ating an avatar was serious business.The stakes are too high in th
164、e metaverse to exclude representation from the equation,and its future will fundamentally change the way we interact with brands.Selling a branded t-shirt in a virtual world isnt enough,but giving users the tools to become whoever they want to be,with the freedom to change,is the real currency.%of A
165、mericans in each generation who are interested in creating an avatar2,037 Americans aged 16-64GWI Zeitgeist August 202234342313Gen ZMillennialsGen XBaby boomers18This is virtual,this is me 84For Americans,physical appearance takes priority over apparel in the metaverse,with allyship becoming the new
166、 hallmark of these spaces US consumers place customization high on their priority list%in each country who are interested in avatars and in customizing the physical appearance of their characterUSJapanBrazilSingaporeItalyCanadaUKGermanyAustraliaFranceIndiaChina76747616160595,581 consumers
167、 interested in creating an avatar aged 16-64 in 12 marketsGWI Zeitgeist August 202219This is virtual,this is me 86Americans are taking advantage of the growing number of options to experiment with their identity online.Proto-metaverses provide immersive experiences for interaction and experi-mentati
168、on,and for many,playing with their identity online is a new form of entertainment.What was first seen in chat rooms like The Palace,then popular virtual worlds like Second Life,is how users adopt online personas to better understand their own identity.With the huge growth of Roblox,especially among
169、kids,pro-to-metaverses are bringing this to the masses.The development of these Looking forwardvirtual worlds means there are more communities and opportunities for customization,especially among an audience of Americans who see strong social values as table stakes.Ultimately,communities are compli-
170、cated environments that need some guidance to provide them with identity and purpose.Their fate will be decided by the efforts of software developers,and the influence of brands-but most of all,by the community itself.In 2023,the focus needs to be on the safety of these spaces and on creating worlds
171、 where all feel welcome,regardless of which version of themselves they choose to present.88This is virtual,this is meDefiningindexThroughout this report we refer to indexes.Indexes are used to compare any given group against the average(1.00),which unless otherwise stated refers to the global averag
172、e.For exam-ple,an index of“1.20”(a)means that a given group is 20%above the average US consumer,and an index of“0.80”(b)means that an audience is 20%below the average US consumer.Index 1.00a.1.20b.0.80This report mainly draws on figures from our GWI USA study,which represents American internet users
173、 aged 16+.To ensure our sample is representative,we set quotas on age,gender,race and eth-nicity,income and region.Each year,we interview over 80,000 respondents over 4 waves of fieldwork,representing approx-imately 240 million American internet users.Fieldwork takes place in two parts,with responde
174、nts first completing a 40-minute,online survey before being asked to complete a 20-minute fol-low-up survey focused primarily on CPG and healthcare.Approximately 50%of respondents complete this follow-up survey,meaning that the sample sizes presented throughout this report may differ as some questio
175、ns are asked of all respondents while others are only asked of a subset.For more details on our research check out our Help Center.Methodology&definitions Book your demoWant to know what Americans think,feel and do?Every business has questions about its audiences;GWI has the answers.Powered by consi
176、stent,US-centric research,our platform is an on-demand window into their world.Book your demoWhich of the following describes you?Which of these are impor-tant to you?(Protecting people from bullying)How interested would you be in creating an avatar in a metaverse?(Fairly inter-ested/Very interested
177、)Which of these would you be interested in customizing in the metaverse?(Physical appearance of the character e.g.hair color)In the next 6 months,how do you think the following things will change?(Per-sonal/household finances/US economy-Get better)Which of these are most important to you in a workpl
178、ace?Which of these statements do you agree with?Which of these things are you interested in?Which of these things do you worry about?Which of these,if any,best describe why you listen to audiobooks/music/pod-casts/talk radio?Which of these music types do you enjoy listening to?Which of the following
179、 types of shows/movies do you enjoy watching?Which of the following would you most like to see employ-ers do to support employees?What would you like to see brands do in their Pride month campaigns this year?(asked to respondents who believe that brands should support LGBTQ+causes)Which of these,if
180、any,do you think brands/companies should be doing to support the Black Lives Matter movement?Which of these things do you worry about?Which of these things do you most want brands to do?To what extent do you agree or disagree with the follow-ing statements?(Strongly agree/Slightly agree)Which of the
181、se things do you worry about?(Climate change)How do you think the following will change in the next 6 months?(The environment/climate change-Get worse)Which of these things do you most want brands to do?Which of these would dis-courage you from buying from a brand?Appendix7181987 94 GWI 2022