1、Gartner WebinarsGartner delivers actionable,objective insight,guidance and tools to enable stronger performance on your organizations mission critical priorities2 2022 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTIONEnhance your webinar experienceEnhance your webinar exp

2、erienceAsk a QuestionDownload AttachmentsWatch Again3 2022 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTIONConnect with GartnerThe Top U.S.Consumer and The Top U.S.Consumer and Cultural Trends in 2023Cultural Trends in 2023Kate MuhlVP Analyst4 2022 Gartner,Inc.and/or its

3、 affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.Why Top Trends?Why Top Trends?Tracking the culture is key to understanding the context into which all marketing efforts flow.5 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a r

4、egistered trademark of Gartner,Inc.and its affiliates.Top Trends Inform Key Aspects of MarketingWhy Top TrendsIncluding featuring and scenario planningIncluding shifts for existing targets and surfacing new onesStaying relevant with the emotional and thematic realities of consumersEngaging appropria

5、tely and effectively with key societal issuesStrategicPlanningTargetingPositioning and MessagingCorporate Social Responsibility and Cause Marketing6 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.MethodologyQuantitativeQ

6、uantitative2022 Gartner Consumer Values&Lifestyle Survey(the 12thwave of our annual survey)2022 Gartner Consumer Behaviors and Attitudes SurveyQualitativeQualitativeGartner Consumer CommunityCOVID-19 Concerns TrackerInflation ConcernsObservational researchObservational research15+Years of contextual

7、izing the culture and consumers in order to meet and beat marketer challenges7 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.8 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark

8、 of Gartner,Inc.and its affiliates.9 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.10 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.Extrem

9、e Inflation Concern Softens,Suggesting Consumer Resignation36%36%28%34%34%46%54%45%Consumer Concern About Price IncreasesPercentage of Respondentsn=327(November 2021),n=270(March 2022),252(June 2022),340(September 2022)How concerned are you about price increases?Source:Gartner Consumer Community(16-

10、23 November 2021,22-29 March 2022,9-15 June 2022,22-29 September 2022)Note:Percentages may not add up to 100 due to rounding.June 2022November 2021March 20225 Extremely concerned4321 Not at all concernedSeptember 2022RESTRICTED DISTRIBUTION11 2022 Gartner,Inc.and/or its affiliates.All rights reserve

11、d.Where Consumers Place the Blame for Price IncreasesPercentage of Respondents59%30%55%31%20%36%57%47%39%48%34%27%33%67%47%41%40%39%33%30%53%42%40%40%35%21%27%0%25%50%75%November 2021March 2022June 2022 September 2022Production/Manufacturing IssuesRussias Invasion of UkraineCompanies Trying to Boost

12、 ProfitsThe PandemicU.S.GovernmentTrade ConditionsConsumers Overbuyingn=327(November 2021),270 (March 2022),252(June 2022),340(September 2022)Q.In your opinion,what,if anything,is causing the price increases we have been experiencing recently?Source:Gartner Consumer Community(16-23 November 2021,22-

13、29 March 2022,9-15 June 2022,22-29 September 2022)Note:Russias Invasion of Ukraine not surveyed in Nov.202112345Blame is Relatively More Focused on Companies NowRESTRICTED DISTRIBUTION12 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Most Consumers Likely to Drop Brands Who Reduce Packag

14、e Size or Product Quality to Keep Prices the Same7%31%46%16%Would still purchase from brandWould consider purchasing from brands that dont use this tacticWould prioritize purchasing from brands that dont use this tacticWould stop purchasing from the brand62%say they are likely to stop buying from th

15、e brandn=245 Imagine a brand now sells smaller package/product sizes or worse quality despite being priced the same or higher than before.Which of the following best describes your actions in response to this?Source:Gartner Consumer Community(10-17 June 2022)RESTRICTED DISTRIBUTION13 2022 Gartner,In

16、c.and/or its affiliates.All rights reserved.41%24%19%14%34%53%29%33%26%23%52%53%0%50%100%Agree with Statement ANeitherAgree with Statement BStatement B:n=340 respondentsPlease read the below statements and select which you agree with moreSource:Gartner Consumer Community(22-29 September 2022)ID:1234

17、5Statement A:I have more disposable income this year than lastI have more savings this year than lastI have more debt this year than lastI feel financially vulnerableI have less disposable income this year than lastI have less savings this year than lastI have less debt this year than lastI feel fin

18、ancially secureConsumers are UneasyRESTRICTED DISTRIBUTION14 2022 Gartner,Inc.and/or its affiliates.All rights reserved.41%24%19%14%34%53%29%33%26%23%52%53%0%50%100%Agree with Statement ANeitherAgree with Statement BStatement B:n=340 respondentsPlease read the below statements and select which you a

19、gree with moreSource:Gartner Consumer Community(22-29 September 2022)ID:12345Statement A:I have more disposable income this year than lastI have more savings this year than lastI have more debt this year than lastI feel financially vulnerableI have less disposable income this year than lastI have le

20、ss savings this year than lastI have less debt this year than lastI feel financially secureConsumers are UneasyRESTRICTED DISTRIBUTION15 2022 Gartner,Inc.and/or its affiliates.All rights reserved.41%24%19%14%34%53%29%33%26%23%52%53%0%50%100%Agree with Statement ANeitherAgree with Statement BStatemen

21、t B:n=340 respondentsPlease read the below statements and select which you agree with moreSource:Gartner Consumer Community(22-29 September 2022)ID:12345Statement A:I have more disposable income this year than lastI have more savings this year than lastI have more debt this year than lastI feel fina

22、ncially vulnerableI have less disposable income this year than lastI have less savings this year than lastI have less debt this year than lastI feel financially secureConsumers are Uneasy16 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.an

23、d its affiliates.RESTRICTED DISTRIBUTION17 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Inflations Thrift-Convenience Paradox3820000212022thriftconvenienceI greatly desire products and services that save me time or make

24、work easier.I regularly work to be thrifty and not waste money,time,or resources.Rankings,out of 93 values,of thrift and convenience for US Consumers over timeSource:Gartner Consumer Values&Lifestyle Survey,2010-2022RESTRICTED DISTRIBUTION18 2022 Gartner,Inc.and/or its affiliates.All rights reserved

25、.Inflations Thrift-Convenience Paradox3820000212022thriftconvenienceI greatly desire products and services that save me time or make work easier.I regularly work to be thrifty and not waste money,time,or resources.Rankings,out of 93 v

26、alues,of thrift and convenience for US Consumers over timeSource:Gartner Consumer Values&Lifestyle Survey,2010-2022Highest Rank EverLowest Rank EverRESTRICTED DISTRIBUTION19 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Most Consumers Likely to Reconsider Options When They Suspect Shrin

27、k-or Skimpflation7%31%46%16%Would still purchase from brandWould consider purchasing from brands that dont use this tacticWould prioritize purchasing from brands that dont use this tacticWould stop purchasing from the brand77%say they will reconsidern=245 Imagine a brand now sells smaller package/pr

28、oduct sizes or worse quality despite being priced the same or higher than before.Which of the following best describes your actions in response to this?Source:Gartner Consumer Community(10-17 June 2022)20 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of

29、 Gartner,Inc.and its affiliates.Consumers Adjust Shopping Practices in the Face of Inflationn=1,501 C1.How is inflation impacting how you shop for things that you need to buy regularly(such as food or groceries,household products,or personal care items)?Source:Gartner Consumer Attitudes and Behavior

30、s Survey,October 2022How has inflation impacted how you shop for things that you need to buy regularly(such as food or groceries,household products,or personal care items)?All US Consumers,Top Five Most Changed Tactics(out of 18)shownincreasedecreaseI never do this.37%33%27%12%7%51%46%51%47%38%7%7%1

31、7%8%5%5%14%5%18%33%Buying store brandsUsing couponsHow often I shop onlineHow often I shop in-storeBuying name brand productsStay the same78%of US Consumers have changed(increased or decreased)at least one of these ways they shop21 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner i

32、s a registered trademark of Gartner,Inc.and its affiliates.Inflations Impacts Go Beyond Spending Understanding inflations impact on consumer spending and consumer confidence is important but not sufficient.Inflation shapes arguably warps consumer aspirations,their expectations for brands and their t

33、hinking about whether and how society works.Whether or not were in an official recession matters less than how consumers are feeling about their spending and their economic stability.RESTRICTED DISTRIBUTION22 2022 Gartner,Inc.and/or its affiliates.All rights reserved.“There is no recession yet.Right

34、 now we are in a vibe-cession of sorts.Things are off.”Researcher,educator and newsletter author Kyla Scanlon.New York Times.August 4,2022.RESTRICTED DISTRIBUTION23 2022 Gartner,Inc.and/or its affiliates.All rights reserved.The Vibe-cessionA recession of the spirit.A cultural moment during which cla

35、ssic indicators dont necessarily lead to expected outcomes.And the vibes are just off.RESTRICTED DISTRIBUTION24 2022 Gartner,Inc.and/or its affiliates.All rights reserved.U.S.Consumer Key Sentiments and Values U.S.Consumer and Cultural Top Trends for 2022-23 The ZeitgeistNavigate the Vibe-cessionRES

36、TRICTED DISTRIBUTION25 2022 Gartner,Inc.and/or its affiliates.All rights reserved.The U.S.Consumer Top Values for 2022The U.S.Consumer Top Values for 2022-2323equalityloyaltyauthenticitycourtesysuccessI strongly believe that all people should have equal opportunity and equal access in all areas of l

37、ife.I am an extremely loyal person when it comes to people,places,institutions,and things that I respect and value.Being genuine and authentic is extremely important for me and for the things and people in my life.I am always polite and respectful in my behavior and expect the same courtesy from oth

38、ers.I feel better about myself when I succeed or achieve a goal.+5-10+4+2Source:Gartner Consumer Values&Lifestyle Survey,2019-2022Change in Rank between 2019(pre-Pandemic)and 2022survey statement12345valuerank out of 93 valuesRESTRICTED DISTRIBUTION26 2022 Gartner,Inc.and/or its affiliates.All right

39、s reserved.US Consumer Values:Most Upward Movement since 2029320000022safetysecurityhealthserenityrelaxationKey Rising ValuesSource:Gartner Consumer Values&Lifestyle Survey,2010-2022I actively seek ways to keep myself,my family,and my

40、 friends safe from harm or danger.One of my highest priorities is to be physically and mentally healthy and free from illness.I seek out calm,peaceful,and tranquil surroundings and situations.I greatly desire and search for those occasions when I can just rest and relax.I need to feel secure and pro

41、tected.Key Rising Values are the ideas that have shown the most grown in resonance with consumers over timeRESTRICTED DISTRIBUTION27 2022 Gartner,Inc.and/or its affiliates.All rights reserved.US Consumer Values:Most Downward Movement since 2024030453000172

42、00212022thriftdutyidentityyouthfreedomKey Falling ValuesSource:Gartner Consumer Values&Lifestyle Survey,2010-2022I regularly work to be thrifty and not waste money,time,or resources.Everything that I do,say,feel,and think reflects my identity or who I am.Regardless of my age,I need to fee

43、l and act young in mind and body.I need to have the freedom to say or do what I want without restrictions.I believe it is my duty to fulfill my obligations to family,friends,community,and country.Key Falling Values are the ideas that have lost the most resonance with consumers over timeRESTRICTED DI

44、STRIBUTION28 2022 Gartner,Inc.and/or its affiliates.All rights reserved.U.S.Consumer Values:Recent SpikesChange in Rank:2021 to 2022Source:Gartner Consumer Values and Lifestyle Survey,October 2021 2022+7+18naturediversitycuriosityI greatly enjoy experiencing nature and the outdoors.Ranked 39/93I am

45、always open to ideas,people,and cultures that are different from my own.Ranked 23/93I am a very curious person and enjoy investigating and learning new things.Ranked 25/93+15RESTRICTED DISTRIBUTION29 2022 Gartner,Inc.and/or its affiliates.All rights reserved.U.S.Consumer Values:Recent SpikesChange i

46、n Rank:2021 to 2022Source:Gartner Consumer Values and Lifestyle Survey,October 2021-2022-18-14-14identitydutythriftEverything that I do,say,feel,and think reflects my identity or who I am.Ranked 40/93I believe it is my duty to fulfill my obligations to family,friends,community,and country.Ranked 43/

47、93I regularly work to be thrifty and not waste money,time,or resources.Ranked 46/93RESTRICTED DISTRIBUTION30 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Great(Brand)ExpectationsLeaning OutCancel the RichMyopic State of MindWander and WonderIn the face of inflation,consumers expect bra

48、nds to take a hit on their behalf.Consumers rethink the value of hustle,as the pandemic-inspired reconsideration of work continues.As their own spending power shrinks,consumers question the ethical and aspirational value of wealth.The“Spiritual Cocoon”entrenches,thanks to the growing gap between how

49、 consumers rate their own lives and how they think its going for the rest of the world.Consumers look to the universe galactic and terrestrial for perspective,inspiration and escape.Valuesloyaltytrustsustainabilityhappinesssimplicitypurposeequalitypopulisminclusioncomfortsecurityserenitycuriositydis

50、coverynatureU.S.Consumer and Cultural Top Trends 2023RESTRICTED DISTRIBUTION31 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Great(Brand)ExpectationsIn the face of inflation,consumers expect brands to take a hit on their behalf.Values:loyalty,trust,sustainabilityRESTRICTED DISTRIBUTION3

51、2 2022 Gartner,Inc.and/or its affiliates.All rights reserved.52%31%25%24%16%12%10%Improve brand reputationTalent attraction&retentionDemonstrate societal impactHigher profitabilityIncrease revenue53%42%34%13%5%Upper Left:n=1501,U.S.Consumers 15+Q.Please read the below pairs of statements and indicat

52、e which you agree with more-that is,“much more”or just“somewhat more”than the other statement.Source:Gartner Cultural Attitudes and Behaviors Survey 2022Quote:Gartner Consumer Community Respondent(22-29 September 2022)Q.What should companies do,if anything,about price increases that are happening?Lo

53、wer Left:n=287,U.S.ConsumersQ.Which of the following actions,would you most appreciate seeing brands take even if it results in lower profits in the short term for the brand?Source:Gartner Consumer Community(21-28 October 2022)Note:Some response options not shown due to space constraintsActions Cons

54、umers Would Appreciate From Brands,Even at the Expense of ProfitsKeep prices stableFix executive payCommit to green practicesBusiness practice transparencySupport workers rightsCommunity outreach programsI dont appreciate actions that lower profitsColleen,Gen X from urban Wisconsin“Please be kind.Ma

55、ybe take a hit like the rest of us have,just for a little while,til we get this country figured out”Consumers believe the“Corporate Social Responsibility”bill has come due amidst inflation:They want companies to demonstrate proof of people-over-profitsGreat(Brand)Expectations:Fast FactsSocial Respon

56、sibility Leaders Expect Reputational Upside,Not Profits72%Of U.S.consumers say:“Companies should be willing to sacrifice the bottom line to better serve customers”Organizational Leaders Recognize That Primary Benefits From Social Responsibility Initiatives Are Not MonetaryPercentage of RespondentsUp

57、per Right:n=38,US B2C OrganizationsQ.What are the top 3 benefits anticipated to be derived from your organizations social responsibility initiatives in the next 3 years?Source:Gartner Core Social Responsibilities Survey 2022Note:Some response options not shown due to space constraintsLower Right:n=1

58、501,U.S.Consumers 15+Q.Please read the below pairs of statements and indicate which you agree with more-that is,“much more”or just“somewhat more”than the other statement.Source:Gartner Consumer Values and Lifestyle Survey 2022Of consumers agree:45%45%“It isnt enough for brands to offer the best prod

59、ucts/services to be competitive today-they have a responsibility to do good”RESTRICTED DISTRIBUTION33 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Great(Brand)Expectations:In Pop Culture“I have to make the money somewhere,someday,right,but not right now.Now its time to help people.”Jas

60、winder Singh,owner of a Phoenix,AZ Valero Food Mart,who became something of a folkhero by selling regular gas for$5.19 a gallon this summer,when the average price in the city was about$5.68.RESTRICTED DISTRIBUTION34 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Mitigate widespread consu

61、mer assumptions about corporate greed amidst an increasing cost of living by making visible demonstrations of restraint around product pricing,record profits and executive compensation.This is the moment for grand gestures to blunt the effects of reputational harm wrought by inflation.Proceed with o

62、ngoing corporate social cause initiatives.While consumers top expectation is that companies should offer good products and services at fair prices,nearly half also want companies to do more for society(especially around sustainability).Accept that consumers may be simultaneously cynical or mistrusti

63、ng of corporate investment in social causes and yet still want them to continue.StrategyStrategyGreat(Brand)Expectations:Marketers ToolkitRESTRICTED DISTRIBUTION35 2022 Gartner,Inc.and/or its affiliates.All rights reserved.ExecutionExecutionGreat(Brand)Expectations:Marketers ToolkitPatagonia,Instagr

64、am(September 2022)RESTRICTED DISTRIBUTION36 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Consumers rethink the value of hustle,as the pandemic-inspired reconsideration of work continues.Values:happiness,simplicity,purposeLeaning OutRESTRICTED DISTRIBUTION37 2022 Gartner,Inc.and/or its

65、affiliates.All rights reserved.12%33%38%39%39%44%54%54%63%29%40%50%61%71%60%50%39%63%47%20192022Younger Consumers increasingly reject the idea of work as all-consumingLeaning Out:Fast FactsStatement A:Doing the work assigned should be enough to be a good employeeStatement B:Being a good employee mea

66、ns always going above and beyondUS TotalA:45%|B:55%Gen ZMillennialGen XBoomerUpper Left:n=643,Full-Time Employed US ConsumersQ.Please read the below pairs of statements and select which you agree with more,that is much more or somewhat more than the other statementSource:Gartner Cultural Attitudes a

67、nd Behaviors Survey 2022Lower Left:n=442(2022)/1000(2019),Millennial ConsumersQ.Please read the below pairs of statements and select which you agree with more,that is much more or somewhat more than the other statementSource:Gartner Cultural Attitudes and Behaviors Survey 2022/Gartner Millennial Sur

68、vey 2019Millennials deprioritized meaningful work in favor of work that can be containedSteady pay,benefits and balance matter much more than before.Health is on the line.Statement Agreement:“Want a job thats meaningful even if it means thinking about job duties outside of regular work hours”Net Inc

69、rease in Importance of Work-Related Factors-Angela,Millennial fromsuburban Idaho“I used to work my butt off for the same payas everyone else so now I do whats in my job description and not much else”Statement AgreementQuote:Gartner Consumer Community Respondent(21 28 October 2022)Q.Why do you think

70、doing the work assigned defines a good employee or that going above and beyond is what defines a good employee?Upper Right:n=643,Full-Time Employed US ConsumersQ.Regardless of your current work status,how has the importance you place on each of the following factors changed in the past 3 years?(note

71、:some response options not shown due to space constraints)Source:Gartner Cultural Attitudes and Behaviors Survey 2022Lower Right:n=287,US Consumers Q.In which of the following ways,if any,does spending free time on the activities you care about impact you?Source:Gartner Consumer Community(21 28 Octo

72、ber 2022)of consumers cite improved wellbeing as one the most impactful reasons they spend time on non-work activities71%71%Financial stabilityBenefitsWork life balanceFlexibility in working hoursSense of purpose or fulfillmentRemote workPersonal enjoyment from workCareer growth opportunitiesSocial

73、interactionRESTRICTED DISTRIBUTION38 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Leaning Out:In Pop CultureSeverance,Apple TV(February 2022)RESTRICTED DISTRIBUTION39 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Hold space for consumers non-work identities in post Great-R

74、esignation America.For employers seeking to bolster reputation and appeal to job candidates,that means avoiding pressure on employees to bring their whole selves to work and allowing remote work where possible.Understand why the idea behind“quiet quitting”took hold online:consumers feel freer to pro

75、tect against excessive demands on their time and energy.Create relatable campaigns and messaging that depict aspirational ideas of work that include downtime and mental health breaks,or instead,that meaningfully reject overwork and“hustle culture.”StrategyStrategyLeaning Out:Marketers ToolkitRESTRIC

76、TED DISTRIBUTION40 2022 Gartner,Inc.and/or its affiliates.All rights reserved.ExecutionExecutionLeaning Out:Pop CultureUber Eats,YouTube(October 2022)RESTRICTED DISTRIBUTION41 2022 Gartner,Inc.and/or its affiliates.All rights reserved.As their own spending power shrinks,consumers question the ethica

77、l and aspirational value of wealth.Values:equality,populism,inclusionCancel the RichRESTRICTED DISTRIBUTION42 2022 Gartner,Inc.and/or its affiliates.All rights reserved.-38%-31%-28%-23%-5%Kim KardashianElon MuskJeff BezosOprahWarren Buffet“I find social media posts displaying a luxurious lifestyle t

78、o be tacky and/or tone deaf to reality”Factors That Contribute to Financial StandingPercentage of respondents selecting each factorSelfThe WealthyPersonal CharacteristicsPersonal Hard work65%39%Being Frugal or Thrifty48%13%Money Attitudes Growing up40%17%Education or skills38%28%Willingness to take

79、risk15%24%From CircumstanceEconomic environment28%12%Luck15%14%Being part of a privileged or marginalized group15%29%Inheritance8%40%Passed down family business5%36%Top 3 FactorsConsumers view financial success as largely outside the control of individualsAnd View the Richest as Out of Touch and Inc

80、reasingly Unlikable Left&Upper Middle:n=1501/1467,US Consumers age 15+excludes prefer not to answerQ.What contributes most to your personal financial standing?Now consider the individuals that would be considered“wealthy”.What do you believe are the main factors that have allowed them to achieve the

81、ir financial standing?Source:Gartner Cultural Attitudes and Behaviors Survey 20222Gartner Affluence and Class Survey 2018(n=1513)Lower Middle:n=1501,US Consumers age 15+Q.Please read the below pairs of statements and select which you agree with more,that is much more or somewhat more than the other

82、statement.-The American Dream is alive and well/The American Dream is deadSource:Gartner Cultural Attitudes and Behaviors Survey 2022Upper Right:n=1501,US Consumers age 15+Q.Please read the below pairs of statements and select which you agree with more,that is much more or somewhat more than the oth

83、er statement?Source:Gartner Cultural Attitudes and Behaviors Survey 2022 Lower Right:n=287,US ConsumersQ.How has your opinion of each of the following non-political public figures changed in the past two years?/Please elaborate,why has your opinion of changed in the past two years?Source:Gartner Con

84、sumer Community(21 28 October 2022)Younger Consumers are 2Xmore likely to attribute financial standing to circumstance(such as luck or their background)in 2022 vs.20182-Even among younger higher income consumersCancel the Rich:Fast Factsof U.S.consumers agree:70%70%50%Of US consumers say:“The Americ

85、an Dream is Dead”Consumers Opinion of the Following Figures Have DECREASED OverallNet Change(Increase Decrease)Over the Past 2 Years“Too much money and does not good things with it”“Hes an out of touch rich man who feels entitled”RESTRICTED DISTRIBUTION43 2022 Gartner,Inc.and/or its affiliates.All r

86、ights reserved.Cancel the Rich:In Pop CultureThe White Lotus,HBO,YouTube(October 2022)RESTRICTED DISTRIBUTION44 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Be cautious when depicting wealth.Lavish,opulent environments and luxury goods mean something different today.Lean on quality and

87、 heritage over swagger and flex-ability.Humanize premium or luxury brands by playing cringe-inducing,over-the-top wealth for laughs.Highlight employee teams over key leaders in communications and messaging.Ire directed at high-profile billionaires can all too easily spill over to brands(See also:Tes

88、la and Twitter).And remember lower-profile rich guys and brands are not be immune.StrategyStrategyCancel the Rich:Marketers Toolkit45 2022 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTIONExecutionExecutionCancel the Rich:Marketers ToolkitNew York Post,Twitter(July 2022)R

89、ESTRICTED DISTRIBUTION46 2022 Gartner,Inc.and/or its affiliates.All rights reserved.The“Spiritual Cocoon”entrenches,thanks to the growing gap between how consumers rate their own lives and how they think its going for the rest of the world.Values:safety,security,serenity,comfortMyopic State of MindD

90、RAFTRESTRICTED DISTRIBUTION47 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Values related to turning inward for protection and calm continue to rise since 2010+24SecurityI need to feel secure and protected+18SerenityI seek out calm,peaceful,and tranquil surroundings and situations+18Re

91、laxationI greatly desire and search for those occasions when I can just rest and relax27%24%25%15%46%12%60%7%74%6%WorseSameBettereabcdConsumers See the World Worsening,but Their Positive Outlook on their Personal Lives is Resilient*Gallup Poll,31,January 2022Right:n=1501,U.S.Consumers 15+Q.In genera

92、l,do you think the following are doing better or worse compared to 3 years ago?Source:Gartner Cultural Behaviors and Attitudes Survey 2022Upper Right:n=3000-4000,US Consumers 15+Note:Value ranks based on the%of respondents citing“top-2box”agreement on a 7-point scale where 1 is does not describe me

93、at all”and 7 is“describes me exactly”,out of 93 valuesSource:Gartner Consumer Values&Lifestyle Survey(2021&2022)Quote:Gartner Consumer Community Respondent(22-29 August 2022)Q.Please think back on an experience within the past year that inspired or fascinated you.What was the topic and why did it ca

94、pture your attention?Consumers Turn Inward-Craig,Boomer from rural PennsylvaniaMyopic State of Mind:Fast FactsAreas Where Consumers Believe Things are Better,the Same or Worse Compared to 3 Years agoRing Legend:a:Personal Lifeb:My Social Circlec:My State Governmentd.Other Americanse.Global EconomyAt

95、 the start of 2022,Gallup reported that U.S.Consumers satisfaction with“the way things are going in my personal life”was at a 40 yr.high,while satisfaction for the way things are going in the US neared a 40 yr.low.*“I no longer pay attention to things outside my immediate life”Rank change vs.2010RES

96、TRICTED DISTRIBUTION48 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Myopic State of Mind:In Pop CultureBeReal,bere.al/en(October,2022)RESTRICTED DISTRIBUTION49 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Update your understanding of the key drivers behind consumers world

97、view.Consumers aspirational horizon line is closer than ever.Focus marketing narratives toward the inner rings(individual and small social circle)where optimism remains stable,rather than the outer rings where consumers are not as positive.Emphasize personal possibilities empowered by your brands ov

98、er societal scale change for more authentic creative and brand positioning.Speak to consumers emphasis on safety,security and serenity.StrategyStrategyMyopic State of Mind:Marketers Toolkit50 2022 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTIONExecutionExecutionMyopic S

99、tate of Mind:Marketers ToolkitIt Takes Two,EA Games(October,2022)RESTRICTED DISTRIBUTION51 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Consumers look to the universes both galactic and terrestrial for perspective,inspiration and escape.Values:curiosity,discovery,natureWander and Wonde

100、rRESTRICTED DISTRIBUTION52 2022 Gartner,Inc.and/or its affiliates.All rights reserved.55%62%40%55%58%68%75%79%of US Consumers Agree:61%61%Upper Left:n=1501,U.S.Consumers 15+Upper Middle:n=305(2021)/263(2022)Gen Z ConsumersQ.Please read the below pairs of statements and indicate which you agree with

101、more-that is,“much more”or just“somewhat more”than the other statement.Source:Gartner Cultural Behaviors and Attitudes Survey(2021&2022)Upper Right:n=289,U.S.ConsumersQ.Please state how interested you are in learning MORE about each of the following topicsSource:Gartner Consumer Community,22-29 Augu

102、st 2022 Lower:n=3002(2021)/4019(2022),US Consumers 15+Note:Value ranks based on the%of respondents citing“top-2box”agreement on a 7-point scale where 1 is does not describe me at all”and 7 is“describes me exactly”,out of 93 valuesSource:Gartner Consumer Values&Lifestyle Survey(2021&2022)Consumers Em

103、brace the UnknownWander and Wonder:Fast FactsGen Z Consumers Increasing Embrace AmbiguityZoology/NatureSpace/AstronomyCulture/LanguagesPhilosophyTheology/ReligionAstrology/HoroscopesPercentage of Consumers Who Express Interest in Learning More AboutValue Shifts From 2021 to 2022Rank change vs.21+15+

104、8+18+7curiositydiscoverydiversitynatureI am a very curious person and enjoy investigating and learning new thingsI like to pursue and discover new sights,tastes,sounds,experiences,and ideasI am always open to ideas,people,and cultures that are different from my ownI greatly enjoy experiencing nature

105、 and the outdoorsPercentage Agreement:“I see the important issues in my life as nuanced with lots of grey area”20212022“I believe the world has mysteries and things that cant be explained”RESTRICTED DISTRIBUTION53 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Wonder and Wander:In Pop Cu

106、ltureNASAs Webb Sheds Light on Galaxy Evolution,Black Holes,Flickr(July 2022)RESTRICTED DISTRIBUTION54 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Celebrate the re-emergence of consumer openness to experience and exploration,but dont lose sight of the parameters.This is about awe,not

107、adrenaline.Recognize that this trend is a countervailing force to the established and still strong urge for Spiritual Cocooning.Which is the stronger position for your brands?Lean in to brand values most aligned with curiosity,diversity and nature.StrategyStrategyWander and Wonder:Marketers Toolkit5

108、5 2022 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTIONExecutionExecutionWander and Wonder:Marketers Toolkit56 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.Zeitgeist:Major Themes Heading in

109、to 2023Pandemic RemnantsGeneration GapThe Parallax PredicamentVibe-cessionKey pandemic-inspired behaviors and preferences prove stubborn.An attitudinal gap is growing between younger and older consumers.Consumers are putting themselves in perspective,sometimes accurately,sometimes not.Consumers are

110、feeling weird and looking for somewhere to put those feelings.Great(Brand)ExpectationsLeaning OutCancel the RichMyopic State of MindWander and Wonder57 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.58 2022 Gartner,Inc.a

111、nd/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTIONAsk the speaker Ask the speaker 2021 Gartner,Inc.and/or its affiliates.All rights reserved.Learn more: insights,including marketing benchmarks and best-in-class peer learningAt this years conference,youll gain:Strategic advice for your

112、most challenging priorities including strategy,customer experience and talent managementOpportunities to connect and network with Gartner experts,industry leading CMOs and marketing executives22 24 May 2023|Denver,COThe Worlds Most Important Gathering of CMOs and Marketing ExecutivesA must-attend ga

113、thering offering CMOs and senior marketing leaders an expanded agenda of research,advice and shared learning.Discover an essential view into the technologies and trends that are shaping modern marketing strategies.Register with code WEBINARfor an exclusive discount.RESTRICTED DISTRIBUTION60 2022 Gar

114、tner,Inc.and/or its affiliates.All rights reserved.Gartner for Marketers on Social MediaStay up to date on the latest insights to transform your brand and marketing teamFollow us on61 2022 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTIONGet more Gartner insightsDownload the research slidesView upcoming and on-demand Gartner webinars at this sessionRESTRICTED DISTRIBUTION62 2022 Gartner,Inc.and/or its affiliates.All rights reserved.Rate this session