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1、November 2023Dentsu Consumer Navigator:2024 Look Ahead|Navigator|Navigatordentsu Consumer Navigator 2024 Look AheadAbout this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on November 14th,2023.Distributed among a random sample of 1,000 U.S.respondents 18 y

2、ears of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02What Americans See,Think,Feel Heading Into 202403What Americans Will Personally Prioritize in 2

3、02404What Brand Expectations Will Be Set For 202405Closing Thoughtsdentsu Consumer Navigator 2024 Look AheadPolitical and economic environment dampens 2024 outlook.Our survey finds that only 44%of respondents express high confidence that 2024 will be a good year.Consumers feel most pessimistic about

4、 the US economy,international relations,and US politics.There are glimmers:Consumers are optimistic about sustainability,gender equality,and generative AI indicating continued hope there will be advancements that better society.Despite pessimism,consumers want to stay engaged with world.Respondents

5、express the highest interest with keeping up with economic trends,TV and movies,technology advancements,and politics,heading into an election year.Interestingly,consumers express the least interest in keeping up with pop culture,perhaps indicating fatigue with celebrity news.Americans seek a more pu

6、rposeful life in 2024.76%of respondents agree:“I am actively seeking to create a more purposeful life for myself.”The top priority that respondents say they will invest their time and energy into in 2024 is family,followed by physical and mental health and financial well-being.01dentsu Consumer Navi

7、gator 2024 Look AheadSocial well-being is a key focus for consumers next year.Increasingly,we are more conscious of how our social relationships contribute to our wellbeing.Among consumers who plan to invest time and energy into their family,friends,and community in 2024,cultivating deeper connectio

8、ns through quality time and more frequent communication is key.In 2024,more consumers will seek to consolidate their brand relationships.55%of respondents chose the statement,I like when I can use ONE brand to take care of multiple needs,over the statement,I like using different brands to take care

9、of different needs.Millennials are the most likely generation to consolidate brand relationships,followed by Gen Z and Gen X,with Boomers least likely to do so.Consumers are craving more mutually beneficial relationships from brands in 2024.Our survey finds that consumers desire collaborative engage

10、ment from brands.76%agree:My favorite brands make me feel like a collaborator.Additionally,consumers desire a value-exchange for personal data.76%agree:More brands should reward consumers for sharing personal data.Top Consumer InsightsWhat Americans What Americans See,Think,Feel See,Think,Feel Headi

11、ng Into 2024Heading Into 2024|Navigator|Navigator02dentsu Consumer Navigator 2024 Look AheadAs 2024 approaches,a prevailing sense of pessimism has settled in among many Americans,casting a shadow on their outlook for the future.Economic uncertainties,ongoing geopolitical tensions,and the lingering i

12、mpact of the COVID-19 pandemic have contributed to a collective unease.The combination of these factors has fostered a pervasive concern about the trajectory of the world,leaving citizens apprehensive about what the coming year may hold.dentsu Consumer Navigator 2024 Look Ahead6Less than half of Ame

13、ricans express high confidence that 2024 will be a good year.Men are 12-percentage points more optimistic than women that 2024 will be a good year.Gen Z&Millennials are significantly more likely than older cohorts to be optimistic about the year ahead.44%Of US respondents express high confidence tha

14、t 2024 will be a good year.50%50%38%38%59%59%65%65%40%40%21%21%MenWomenGen ZMillennialsGen XBoomers+“Very or Completely Confident 2024 Will Be a Good Year”MWZMiXBdentsu Consumer Navigator 2024 Look Ahead7Pessimism about economy,conflict&politics remains-despite glimmers of optimism.Consumers are mos

15、t optimistic about sustainability,gender equality,and generative AI indicating hope there will be advancements that better society.Still,consumers feel highly pessimistic about the US economy,international relations,and US politics.This is disheartening,although not surprising given the current clim

16、ate in the US and abroad.44%44%43%43%42%42%39%39%37%37%34%34%29%29%28%28%32%32%34%34%26%26%32%32%23%23%36%36%25%25%21%21%25%25%23%23%32%32%30%30%40%40%30%30%46%46%51%51%SustainabilityGender equalityGenerative AIRacial equalityThe US economyLGBTQ+rightsInternational relationsUS politicsConsumer Senti

17、ment About How the Following Areas Might Develop in 2024OptimisticNeutralPessimisticdentsu Consumer Navigator 2024 Look Ahead8Each generation has a different perspective on the year ahead.Millennials are the most optimistic generation across the board.The top areas Gen Z are optimistic about relate

18、to social progress:sustainability,racial equality,and gender equality.However,Gen Z appears as disillusioned about politics as older cohorts.Gen X and Boomers under-index for optimism across all areas.52%52%46%46%45%45%45%45%45%45%40%40%38%38%27%27%55%55%50%50%57%57%56%56%45%45%40%40%47%47%43%43%45%

19、45%36%36%41%41%40%40%34%34%27%27%39%39%26%26%29%29%26%26%29%29%29%29%21%21%15%15%25%25%14%14%SustainabilityRacial equalityGender equalityGenerative AILGBTQ+rightsInternationalrelationsThe US economyUS politicsGenerations Optimistic About the Following Areas in 2024Gen ZMillennialsGen XBoomersZMXBZMX

20、BZMXBZMXBZMXBZMXBZMXBZMXBdentsu Consumer Navigator 2024 Look Ahead9Men are more optimistic about societal developments in 2024 than women.Men are more likely than women to express optimism about developments across the board.Men may simply have a more rose-colored view of the world while womens worl

21、d-view may be shaped by the unique and challenging barriers they faceincluding gender inequality and the roll-back of rights(i.e.reproductive rights).51%51%47%47%45%45%43%43%40%40%35%35%31%31%29%29%34%34%41%41%40%40%32%32%37%37%34%34%26%26%26%26%Generative AISustainabilityGender equalityThe US econo

22、myRacial equalityLGBTQ+rightsInternationalrelationsUS politicsMen vs.Women Optimistic About the Following Areas in 2024MenWomenMWMWMWMWMWMWMWMWdentsu Consumer Navigator 2024 Look Ahead10Consumers significantly more optimistic about how they will fare personally in 2024.All audience cohorts feel simi

23、larly optimistic about their personal life,but optimism towards personal finances wavers among some groups.Women are less optimistic than men,and older generations are less optimistic than younger gens.62%62%53%53%24%24%25%25%15%15%22%22%Your personal lifeYour personal financesConsumer Sentiment Abo

24、ut How the Following Areas Might Develop in 2024OptimisticNeutralPessimistic64%64%56%56%60%60%49%49%64%64%67%67%69%69%62%62%63%63%51%51%54%54%36%36%Your personal lifeYour personal financesMenWomenGen ZGen YGen XBoomers%of Each Group Who Are Optimistic:MWZMiXBMWZMiXBdentsu Consumer Navigator 2024 Loo

25、k Ahead11Most consumers plan to stay engaged with whats happening in the world in 2024.They express the highest interest with keeping up with economic trends perhaps because many are worried TV and movies,technology advancements(like generative AI),and politics,heading into an election year.Interest

26、ingly,consumers express the least interest in keeping up with pop culture,perhaps indicating fatigue with celebrity news.70%Of US respondents say their interest in staying informed about whats happening in the world will increase in 2024 compared to 2023.30%30%29%29%29%29%34%34%27%27%29%29%28%28%25%

27、25%30%30%14%14%42%42%42%42%42%42%36%36%41%41%38%38%35%35%37%37%28%28%30%30%21%21%20%20%21%21%20%20%24%24%24%24%25%25%25%25%22%22%32%32%7%7%8%8%8%8%9%9%8%8%9%9%12%12%13%13%21%21%25%25%Economic trendsTV or MoviesTech advancementsPoliticsScientific discoveriesMusicClimateSocial justiceSportsPop culture

28、Interest in Keeping Up with the Following TopicsHighMediumLowNonedentsu Consumer Navigator 2024 Look Ahead12Anticipated engagement with whats going on in the world differs by generation.Younger generations Gen Z and Millennials over-index for anticipating their interest will increase in 2024 compare

29、d to 2023,mirroring their optimism about the upcoming year.Conversely,Boomers significantly under-index,mirroring their pessimism about next year.Men and women express similar levels of interest to each other.72%72%68%68%76%76%80%80%67%67%58%58%MenWomenGen ZMillennialsGen XBoomers+%Of Each Group Who

30、 Say Their Interest In Staying Informed About Whats Happening In The World Will Increase:MWZMiXBMusic79%GEN ZTV or movies81%MILLENNIALSTV or movies75%GEN XEconomic trends75%BOOMERSTV or movies75%Tech advancements80%Music69%Politics73%Climate or environment66%Music77%Tech advancements66%Scientific di

31、scoveries70%Economic trends65%Scientific discoveries77%Economic trends66%Tech advancements64%Tech advancements63%Economic trends76%Politics66%TV or movies60%Each generation is interested in keeping up with different developments in 2024.Looking at the top 5 topics across each generation,Gen Z is mos

32、t interested in keep up with elements of entertainment music and TV or movies followed by climate or environmental news.Millennials and Gen X are most interested in TV or movies.Millennials also have a penchant for tech advancements and scientific discoveries,while Gen X plans to follow politics.Boo

33、mers are most interested in economic trends and politics.dentsu Consumer Navigator 2024 Look Ahead13Top 5 Topics of Their Life Generations Plan to Prioritize in 2024dentsu Consumer Navigator 2024 Look Ahead14Men and women express some similarities,some differences in interests.Men are most intereste

34、d in keeping up with economic trends,tech advancements,and politics.They also over-index for interest in scientific discoveries and sports.Women are most interested in keeping up with TV or movies,economic trends,and tech advancements.They are more likely than men to express interest in social justi

35、ce as well.76%76%73%73%73%73%72%72%72%72%69%69%66%66%62%62%60%60%42%42%68%68%67%67%67%67%71%71%64%64%45%45%66%66%63%63%64%64%43%43%EconomictrendsTechadvancementsPoliticsTV or MoviesScientificdiscoveriesSportsMusicClimateSocial justicePop cultureMen vs.Women:High or Medium Interest in Keeping Up with

36、 the Following TopicsMenWomenMWMWMWMWMWMWMWMWMWMWdentsu Consumer Navigator 2024 Look Ahead15Americans are divided in how they are planning for the future.It is striking how many Americans are thinking more short-term amid uncertainty.Women are slightly more likely than men to say they are planning f

37、or the short-term.Aligning with their life stages,older generations are also planning more short-term than future-oriented younger generations.Which Statement Do You Agree With More?I am more likely to focus on short-term planning these days(1-2 years)49%49%I am more likely to focus on long-term pla

38、nning these days(3+years)51%51%55%55%47%47%62%62%67%67%53%53%29%29%45%45%53%53%38%38%33%33%47%47%71%71%MenWomenGen ZMillennialsGen XBoomersAgreement By Audience CohortIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSNavigate 2024 with purpose and optimism.Navigate 2024 with purpose and optimism.O

39、ur survey finds that consumers express pessimism about the state of the world next year,mainly politics,the economy,and international relations.Brands should approach marketing and advertising campaigns with the prevailing pessimism in mind.Campaigns and activations that seek to offer support,hope,a

40、nd joy may offer a respite for apprehensive consumers.Align content with highAlign content with high-interest topicsinterest topics.Given the continued interest in staying informed about TV and movies,technology advancements,music,and scientific discoveries,brands can strategically align their marke

41、ting content with these high-interest topics.By incorporating these themes into their campaigns,brands can tap into the subjects that captivate consumers attention.However,despite high interest,brands should be wary before wading into politics or the economy,unless there are close and authentic ties

42、 to their brand values.Strengthen lifecycle relationshipsStrengthen lifecycle relationships.With more consumers planning short-term,building strong relationships with customers becomes crucial.Short-term planning indicates consumers may be more responsive to immediate needs and changing circumstance

43、s.Marketers should prioritize customer satisfaction,provide excellent customer service,and foster loyalty to encourage repeat business.dentsu Consumer Navigator 2024 Look AheadWhat Americans What Americans Will Personally Will Personally Prioritize in 2024Prioritize in 2024|Navigator|Navigator03dent

44、su Consumer Navigator 2024 Look AheadEmbracing a shift towards holistic well-being,Americans are redirecting their focus in 2024 towards cultivating happier and more purposeful lives.Recognizing the importance of family and home life,individuals are placing increased emphasis on nurturing meaningful

45、 connections and cultivating mindful domestic spaces.Simultaneously,a surge in prioritizing physical and mental health,as well as a concerted effort to shore up financial well-being amid inflation,signifies a broader movement towards more balanced lifestyles.80%80%78%78%82%82%68%68%83%83%80%80%83%83

46、%Gen.Pop.MenWomenGen ZMillennialsGen XBoomers+Agree:“Happiness is more important to me than traditional success like money.”dentsu Consumer Navigator 2024 Look Ahead18The new American Dream:Greater happiness and greater purpose.Overall,Americans are seeking to create greater happiness and purpose in

47、 their lives in 2024.Women are slightly more likely than men to be manifesting this for themselves.And while Gen Z is less likely than other generations to value happiness over traditional forms of success like money,they are just as likely to seek greater purpose in the new year.76%76%74%74%78%78%7

48、8%78%86%86%81%81%62%62%Gen.Pop.MenWomenGen ZMillennialsGen XBoomers+Agree:“I am actively seeking to create a more purposeful life for myself.”MWZMiXBGMWZMiXBGdentsu Consumer Navigator 2024 Look Ahead19Americans top priorities for 2024 indicate they think about well-being holistically.The top priorit

49、y for respondents to invest their time and energy in in 2024 is family.Its followed by physical health,financial wellbeing,and mental health.Together,these paint a rich picture for the type of life Americans want to lead.Interestingly,career is less of a priority for Americans,though our survey find

50、s its a greater priority for certain cohorts.69%69%66%66%54%54%49%49%45%45%34%34%34%34%31%31%30%30%13%13%1%1%My familyMy physical healthMy financial wellbeingMy mental healthMy homeMy friendsMy interests/hobbiesMy religion/spiritualityMy careerMy communityNone of the aboveAreas of Their Life Consume

51、rs Plan to Prioritize in 2024My mental health57%GEN ZMy family68%MILLENNIALSMy family72%GEN XMy physical health81%BOOMERSMy family55%My mental health53%My physical health69%My family74%My physical health53%My physical health52%My financial wellbeing58%My financial wellbeing55%My financial wellbeing5

52、1%My financial wellbeing48%My mental health53%My home51%My career48%My home47%My home39%My friends40%Each generation plans to prioritize different aspects of their life in 2024.Looking at the top 5 priorities across each generation,Gen Z is most likely to prioritize mental health and the only genera

53、tion where their career makes the cut.Millennials and Gen X are most likely to prioritize their family,with Millennials also prioritizing mental health.And Boomers are most likely to prioritize their physical health.They are also the only generation where friends cracks the top 5.dentsu Consumer Nav

54、igator 2024 Look Ahead20Top 5 Areas of Their Life Generations Plan to Prioritize in 2024dentsu Consumer Navigator 2024 Look Ahead21Women are more likely than men to prioritize their family,physical,and mental health.Men are most likely to prioritize their family,physical health,and financial wellbei

55、ng next year.However,women are significantly more likely than men to prioritize their family,physical health,mental health,and home.65%65%60%60%54%54%43%43%41%41%33%33%32%32%32%32%28%28%14%14%2%2%73%73%70%70%52%52%53%53%48%48%36%36%28%28%36%36%32%32%12%12%1%1%My familyMy physical healthMy financial

56、wellbeingMy mental healthMy homeMy friendsMy careerMy interests/hobbiesMy religion/spiritualityMy communityNone of the aboveAreas of Their Life Men vs.Women Plan to Prioritize in 2024MenWomenMWMWMWMWMWMWMWMWMWMWdentsu Consumer Navigator 2024 Look Ahead22Among those who plan to prioritize their famil

57、y,deeper connections is a key theme.Deeper connections will stem from spending more quality time together,communicating more frequently and openly,and celebrating important family milestones and events.66%66%58%58%49%49%45%45%41%41%40%40%18%18%13%13%How Consumers Prioritizing Family in 2024 Plan to

58、Do SoSpending quality time together on a regular basis.Communicating more frequently with family members.Celebrating important family milestones and events.Planning family vacations or outings.Engaging in family bonding activities,such as game nights or movie nights.Organizing family dinners or meal

59、s.Growing my family.Starting a family.69%Of respondents plan to prioritize their their familyfamily in 2024.dentsu Consumer Navigator 2024 Look Ahead23Among those who plan to prioritize their physical health,consistency is a key theme.Those prioritizing their physical health say they want to exercis

60、e more regularly,eat a healthier diet,and spend more time outside all things that require consistency and dedication to achieve.66%Of respondents plan to prioritize their physical their physical healthhealth in 2024.68%68%62%62%49%49%46%46%40%40%19%19%19%19%12%12%How Consumers Prioritizing Physical

61、Health in 2024 Plan to Do SoExercising regularly.Eating a healthier diet.Spending more time outside.Losing weight.Establishing a consistent sleep routine.Quitting smoking/drinking.Participating in sports or recreational activities.Joining a group or class for motivation.dentsu Consumer Navigator 202

62、4 Look Ahead24Among those who plan to prioritize their financial wellbeing,establishing habits that create long-term wealth are key.Their top long-term wealth-building habits include sticking to a budget,paying off debt,and saving money for long-term and short-term goals.54%Of respondents plan to pr

63、ioritize their financial their financial wellbeingwellbeing in 2024.57%57%49%49%48%48%42%42%39%39%37%37%34%34%22%22%19%19%How Consumers Prioritizing Financial Wellbeing in 2024 Plan to Do SoSticking to a budget.Paying off debt.Saving money for long-term goals.Saving money for short-term goals.Invest

64、ing wisely.Creating an emergency fund.Using money to enjoy life.Investing more frequently.Working with a financial planner.dentsu Consumer Navigator 2024 Look Ahead25Among those who plan to prioritize their mental health,practicing giving oneself grace and space is a key theme.Those who plan to prio

65、ritize their mental health say they will aim to manage stress and anxiety,engage in more activities that bring joy or relaxation,and set aside time for self-reflection and care.49%Of respondents plan to prioritize their mental their mental healthhealth in 2024.70%70%57%57%50%50%47%47%41%41%33%33%30%

66、30%27%27%25%25%How Consumers Prioritizing Mental Health in 2024 Plan to Do SoManaging stress/anxiety.Engaging in activities that bring joy and relaxation.Setting aside time for self-reflection and self-care.Spending more time outside.Practicing meditation or mindfulness.Going to therapy or other men

67、tal health professional.Seeking support from friends,family,or social groups.Evaluating and adjusting work-life balance.Monitoring and managing screen time.dentsu Consumer Navigator 2024 Look Ahead26Among those who plan to prioritize their home,redecorating or remodeling or re-arranging spaces into

68、a home that serves ones life is a key theme.Top ways respondents are investing in their homes in 2024 include redecorating or updating furnishings for a fresh look,renovating or remodeling and creating dedicated spaces within their home.45%Of respondents plan to prioritize their hometheir home in 20

69、24.Redecorating or updating furnishings for a fresh look.Renovating or remodeling my home.Creating dedicated spaces for work,relaxation,or hobbies.Investing in new appliances or gadgets.Saving up money to buy a home.Moving to a new location.Buying a home.36%36%32%32%31%31%27%27%24%24%22%22%15%15%How

70、 Consumers Investing In Their Home in 2024 Plan to Do Sodentsu Consumer Navigator 2024 Look Ahead27For those who plan to prioritize social connections,deepening friendships is most important,with larger social events playing a less important role in creating belonging.Those who plan to prioritize so

71、cial connections are looking to prioritizing spending more quality time with friends and keeping up with friends more regularly over broader community-focused efforts like joining clubs or organizations.34%Of respondents plan to prioritize their friendstheir friends in 2024.13%Of respondents plan to

72、 prioritize their their communitycommunity in 2024.57%57%52%52%34%34%34%34%28%28%23%23%22%22%20%20%18%18%How Consumers Prioritizing Social Connections in 2024 Plan to Do SoSpending more quality time in-person with friends.Keeping up with friends more regularly online or on the phone.Volunteering in

73、my community.Hosting or attending social gatherings.Spending less time on social media.Supporting local businesses and establishments.Joining community clubs or organizations.Participating in online communities.Spending more time on social media.dentsu Consumer Navigator 2024 Look Ahead28Among those

74、 who plan to prioritize their interests or hobbies,reading,cooking or baking,traveling,crafts or DIY,sports or fitness,and gardening are top activities.34%Of respondents plan to prioritize their interests their interests or hobbiesor hobbies in 2024.48%48%45%45%41%41%38%38%36%36%35%35%26%26%26%26%24

75、%24%19%19%18%18%13%13%13%13%12%12%What Hobbies or Interests Those Consumers Plan to Do In 2024Reading.Cooking or baking.Traveling.Crafts or DIY projects.Sports or fitness.Gardening.Tech/computers.Music(i.e.,learning an instrument).Art(e.g.,photography,writing).Board or card games.Creating online con

76、tent.Language.Volunteering or advocating for social causes.Further education.dentsu Consumer Navigator 2024 Look Ahead29Americans are keen to try new things in 2024.Building on their prioritization of hobbies and interests,Americans are eager to try new things in the new year.Women are more likely t

77、han men to express that sentiment.Millennials are the most likely generation to express that sentiment.73%Agree:Next year I want to be more open to trying new things.67%67%77%77%74%74%87%87%74%74%55%55%MenWomenGen ZMillennialsGen XBoomers+%of Each Audience Cohort Who Agree:MWZMiXBdentsu Consumer Nav

78、igator 2024 Look Ahead30Among those who plan to prioritize their religion or spirituality,making space for more regular personal moments of connection is a key theme.Personal connection is a key theme among those who plan to prioritize their religion or spirituality,including,engaging in daily praye

79、r or meditation,reading literature more regularly,worshipping in-person more frequently,and setting goals.31%Of respondents plan to prioritize their religion their religion or spiritualityor spirituality in 2024.61%61%53%53%41%41%40%40%31%31%23%23%22%22%21%21%20%20%18%18%How Consumers Prioritizing R

80、eligion or Spirituality in 2024 Plan to Do SoEngaging in daily prayer or meditation.Reading religious or spiritual literature regularly.Worshipping in-person more frequently.Setting specific spiritual goals for personal growth.Donating to religious or spiritual charities.Connecting with like-minded

81、individuals online for discussions.Volunteering for community service through religious organizations.Exploring new aspects or branches of your faith.Participating in religious or spiritual retreats.Joining a religious or spiritual community group.dentsu Consumer Navigator 2024 Look Ahead31Among tho

82、se who plan to prioritize their career,quite a few plan to embark on new endeavors in 2024.Among those who plan to prioritize their career,starting or exploring a new job opportunity and pursuing a side hustle or passion projects were the second and third most selected option.30%Of respondents plan

83、to prioritize their careertheir career in 2024.Setting and working towards specific career goals.Starting or exploring a new job opportunity.Pursuing a side hustle or passion project.Pursuing professional development opportunities or further education.Networking with colleagues and industry professi

84、onals.Switching or exploring new career paths.Starting a new business venture.Negotiating for a promotion or other advancements.50%50%40%40%38%38%35%35%35%35%34%34%32%32%22%22%How Consumers Prioritizing Their Career in 2024 Plan to Do Sodentsu Consumer Navigator 2024 Look Ahead32In 2024,Americans se

85、ek to be braver and take more risks.Building on the idea that many are venturing down new business or career paths,Americans want to be more adventurous in the new year.Women are slightly more likely than men to express that sentiment.Millennials are the most likely generation to express that sentim

86、ent,with Boomers least likely.62%Agree:Next year I want to be more adventurous and unafraid to take risks.58%58%64%64%69%69%78%78%66%66%39%39%MenWomenGen ZMillennialsGen XBoomers+%of Each Audience Cohort Who Agree:MWZMiXBdentsu Consumer Navigator 2024 Look Ahead33In their own words,consumers tell us

87、 what is standing in the way of achieving their personal goals in 2024:I have no one to watch my kids so that I can get a job.I am a caregiver to my wife 24/7 so I have very little/none free time to myself.I work too much and need to plan more time for myself.I plan to join a yoga class.I have two a

88、utistic adult children that live with me and it makes it hard to travel and I have to take care of their needs.LACK OF TIMEFinances and health for sure!because of the health issues my finances have taken a hit,and so has my body.I think something standing my way is definitely finances.I feel like ju

89、st cuz inflation right now is out of control and the economy and its affecting my mental health.The economy isnt really all that great right now so with inflation,and everything costing so much more,its hard to save and put money away when youre just trying to get by.RIPPLING FINANCESFear plain and

90、simple!fear of actually making something of myself.My mental health is the one thing that continually holds me back.fears,doubts,and just the feeling of not succeeding.But at some point,I will get over it and stand tall and succeed at everything that I try.I am the only one standing in my way.histor

91、ically,I have been driven by my goals.as I get older and the stress in life increases self-motivation has become a challenge.NEGATIVE ENERGYBeing very unsure as to where the country is headed is the main thing standing in my way.Depending on the outcome of the elections next year will make a huge di

92、fference in my priorities.The state of the world and divisive politics are in the way.Who knows with whats going on in the world.It could end at any time.MACRO-UNCERTAINTYdentsu Consumer Navigator 2024 Look Ahead34Consumers most aspire to partake in more enriching media habits,such as reading books

93、or listening to podcasts in 2024.However,they are not likely to abandon leisurely and entertaining habits as well:35%say they intend to watch streaming TV more often.Interestingly,29%of consumers say they plan to create online content more often in the new year,a burgeoning aspiration for many.42%42

94、%36%36%35%35%33%33%33%33%30%30%29%29%29%29%49%49%50%50%56%56%54%54%51%51%54%54%61%61%56%56%10%10%14%14%9%9%12%12%16%16%17%17%10%10%15%15%Read booksListen to podcastsWatch streaming TVConsume the newsPlay video gamesUse social mediaWatch live TVCreate online contentAnticipated Change to Media Habits

95、in 2024(Among Those Who Engage w/Said Media)More oftenNo changeLess oftendentsu Consumer Navigator 2024 Look Ahead35Each generation anticipates different changes to media habits in 2024.Half of Gen Z plan to read books more frequently in 2024.Along with Millennials,around 2 in 5 also anticipate they

96、 will watch streaming TV,play video games,use social media,listen to podcasts,and create online content more often.Millennials are the most likely generation to say they will consume news and watch live TV more often.51%51%43%43%43%43%39%39%38%38%38%38%32%32%29%29%40%40%43%43%47%47%42%42%39%39%36%36

97、%43%43%36%36%41%41%27%27%17%17%23%23%25%25%16%16%28%28%20%20%29%29%18%18%5%5%11%11%11%11%5%5%20%20%20%20%Read booksWatch streaming TVPlay video gamesUse social mediaListen to podcastsCreate online contentConsume the newsWatch live TVGenerations Who Will Do the Following Media Habits More Often in 20

98、24Gen ZMillennialsGen XBoomersZMXBZMXBZMXBZMXBZMXBZMXBZMXBZMXBdentsu Consumer Navigator 2024 Look Ahead36Women and men plan for slightly different media habits in 2024.Women are slightly more likely than men to plan to read books more often in 2024.Men are slightly more likely than women to say they

99、 will consume the news,play video games,use social media,and watch live TV more often.36%36%33%33%32%32%29%29%29%29%29%29%28%28%23%23%41%41%29%29%31%31%23%23%26%26%24%24%27%27%21%21%Read booksConsume the newsWatch streaming TVPlay video gamesUse social mediaWatch live TVListen to podcastsCreate onli

100、ne contentMen vs.Women Who Will Do the Following Media Habits More Often in 2024MenWomenMWMWMWMWMWMWMWMWIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSTailor marketing to life priorities.Tailor marketing to life priorities.Brands can enhance their resonance by aligning marketing and advertising

101、 strategies with the predominant life priorities for 2024 revealed in our survey findings.As family,physical health,financial well-being,and mental health take center stage,campaigns that emphasize how products or services contribute to these aspects of life satisfaction can strike a chord with cons

102、umers.Understanding the nuanced preferences of different demographic groups,such as Gen Zs focus on mental health and career,or Boomers emphasis on physical health,enables brands to tailor messages to specific audiences.Consider broadening media activationsConsider broadening media activations.Recog

103、nizing consumers aspirations for their media habits,brands can broaden their media plans to target relevant formats like streaming TV or video games.Another angle for brands is to position themselves as facilitators of more enriching pursuits,like the desire to read books or listen to podcasts.Empow

104、er consumers creativityEmpower consumers creativity.A significant percentage of consumers plan to create online content more often in 2024.Brands can tap into this trend by providing platforms or tools that empower consumers to showcase their creativity.Encouraging user-generated content,sponsoring

105、creative challenges,or facilitating community-driven initiatives can enhance brand engagement and foster a sense of community around the brand,aligning with the broader cultural shift towards active participation in content creation.dentsu Consumer Navigator 2024 Look AheadWhat Brand What Brand Expe

106、ctations Will Expectations Will Be Set Be Set For 2024For 2024|Navigator|Navigator04dentsu Consumer Navigator 2024 Look AheadAmericans are anticipating a heightened emphasis on integrity and loyalty from brands in 2024.Consumers desire collaborative partnerships in product development,an unwavering

107、commitment to safeguarding their data and privacy,and a proactive stance on addressing societal issues.As individuals become increasingly discerning,the demand for brands to do right by their customers and contribute positively to broader social concerns is reshaping the criteria for brand affinity.

108、dentsu Consumer Navigator 2024 Look Ahead39In 2024,more consumers will seek to consolidate their brand relationships.Men and women are about equally likely to consolidate brand relationships.Millennials are the most likely generation to consolidate brand relationships,followed by Gen Z and Gen X.Whi

109、ch Statement Do You Agree With More?I like when I can use ONE brand to take care of multiple needs.55%55%I like using different brands to take care of different needs.45%45%44%44%47%47%44%44%39%39%45%45%52%52%56%56%53%53%56%56%61%61%55%55%48%48%MenWomenGen ZMillennialsGen XBoomersAgreement By Audien

110、ce Cohortdentsu Consumer Navigator 2024 Look Ahead40Brands can stand out by behaving with integrity,loyalty,innovation,and creativity.Quality is by and large the brand values consumers most want from brands in 2024;but that also makes it table stakes.Beyond offering quality,brands should focus on in

111、tegrity,loyalty,innovation and creativity as places to stand out.72%72%41%41%36%36%36%36%35%35%21%21%19%19%13%13%QualityIntegrityLoyaltyInnovationCreativityDiversityLeadershipCollaborationTop Values Consumers Want From Brands in 2024Respondents asked to select their top 3 choices.dentsu Consumer Nav

112、igator 2024 Look Ahead41Older generations value quality,integrity,while younger generations value creativity.Boomers and Gen X are the driving force behind brand values of quality and integrity.Gen Z and Millennials are slightly morelikely to value creativity,diversity,and collaboration from brands.

113、56%56%41%41%38%38%34%34%34%34%25%25%20%20%20%20%62%62%34%34%43%43%31%31%38%38%26%26%21%21%21%21%75%75%41%41%32%32%40%40%34%34%22%22%17%17%10%10%86%86%33%33%28%28%55%55%34%34%14%14%17%17%4%4%QualityLoyaltyCreativityIntegrityInnovationDiversityLeadershipCollaborationTop Values Generations Want From Br

114、ands in 2024Gen ZMillennialsGen XBoomersZMXBZMXBZMXBZMXBZMXBZMXBZMXBZMXBdentsu Consumer Navigator 2024 Look Ahead42In 2024,brands can curry favor by making consumers feel like collaborators.Over three-quarters of consumers say their FAVORITE brands make them feel like collaborators;though fewer(half

115、)agree that brands create better products when they collaborate with consumers.This indicates that much of the value consumers see in collaborating may be intangible a sense of pride or clout gained.74%Agree:More brands should invite consumers to collaborate on developing products.76%Agree:My favori

116、te brands make me feel like a collaborator.50%Agree:Brands create better products when they collaborate with consumers.dentsu Consumer Navigator 2024 Look Ahead43In 2024,consumers want brands to explore new ways to reward them for their data.Over three-quarters of consumers say more brands should of

117、fer some sort of value-exchange for sharing their personal data,and fewer respondents just over half feel like theyre currently getting one.The onus is on brands to ensure consumers feel like they are getting a better experience in return for sharing personal data.76%Agree:More brands should reward

118、consumers for sharing personal data.51%Agree:My interactions with brands are better when I share my data with them.58%Agree:My favorite brands make me feel like I am getting something in return for sharing my data.dentsu Consumer Navigator 2024 Look Ahead44It will be more important for brands to act

119、 with consumers best interests in mind.Privacy will be especially top of mind for consumers in 2024.But a sizable share also say sustainable business operations and diversity,equity,and inclusion will be more important as well.66%66%45%45%37%37%30%30%47%47%50%50%4%4%8%8%12%12%Protect consumers data

120、andprivacyConduct business insustainable ways.Invest in a diverse,equitable,and inclusive workplace.Change in Importance For The Brands They Purchase to Do the Following in 2024Less importantNo changeMore importantdentsu Consumer Navigator 2024 Look Ahead45Women have higher expectations for brands t

121、han men;Millennials have the highest expectations among other generations.62%62%43%43%33%33%69%69%47%47%41%41%52%52%46%46%42%42%69%69%54%54%52%52%67%67%48%48%38%38%67%67%34%34%20%20%Protect consumers data and privacy.Conduct business in sustainable ways.Invest in a diverse equitable and inclusivewor

122、kforce.MenWomenGen ZGen YGen XBoomers%of Each Cohort Who Say The Following Will Be More Important For The Brands to Do in 2024MWZMiXBMWZMiXBMWZMiXBdentsu Consumer Navigator 2024 Look Ahead46Trust in individuals to make progress on societal issues supersedes that in institutions.Despite the modern re

123、cognition that businesses,governments,and non-profits are better positioned to make large-scale progress on todays societal issues,respondents by and large trust individuals.This indicates waning trust in institutions of all kinds to act in the best interest of society.63%63%46%46%39%39%34%34%28%28%

124、21%21%Everyday individualsNon-profitsBusiness and brandsLocal governmentFederal governmentWealthy philanthropistsEntities Consumers Trust to Make Progress on Societal Issues in 2024Respondents asked to select their top 3 choices.dentsu Consumer Navigator 2024 Look Ahead47Trust in individuals&non-pro

125、fits is primarily driven by older generations.Boomers and Gen X are also more likely to trust non-profits.Younger generations are most likely to trust individuals,but they also over-index for trusting businesses and brands over other institutions like governments.56%56%41%41%40%40%38%38%31%31%26%26%

126、55%55%46%46%35%35%41%41%33%33%26%26%67%67%34%34%33%33%49%49%28%28%20%20%73%73%37%37%30%30%52%52%21%21%13%13%Everyday individualsBusiness and brandsLocal governmentNon-profitsFederal governmentWealthy philanthropistsEntities Generations Trust to Make Progress on Societal Issues in 2024Gen ZMillennial

127、sGen XBoomersZMXBZMXBZMXBZMXBZMXBZMXBdentsu Consumer Navigator 2024 Look Ahead48Men and women place their trust in slightly different entities.Women are more likely than men to trust individuals and non-profits.Conversely,men are slightly more likely than women to trust businesses and brands,federal

128、 government,and philanthropists.61%61%41%41%41%41%32%32%30%30%24%24%66%66%38%38%51%51%35%35%26%26%17%17%Everyday individualsBusiness and brandsNon-profitsLocal governmentFederal governmentWealthy philanthropistsEntities Men vs.Women Trust to Make Progress on Societal Issues in 2024MenWomenMWMWMWMWMW

129、MWIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSElevating brand differentiation through values.Elevating brand differentiation through values.With quality becoming a baseline expectation,brands can distinguish themselves by prioritizing values such as integrity,loyalty,innovation,and creativit

130、y.Crafted messages and campaigns should not only highlight product or service excellence but also showcase the brands commitment to ethical practices,customer loyalty,and forward-thinking initiatives,allowing consumers to connect with the brand on a deeper,value-driven level.Foster Foster mutually b

131、eneficial consumer mutually beneficial consumer relationshipsrelationships.Recognizing the desire for collaborative engagement,brands can involve consumers in decision-making processes to create a sense of collaboration.Additionally,consumer desire for value in exchange for personal data signifies a

132、n opportunity for brands to explore innovative ways to reward consumers.Whether through personalized experiences,exclusive access,or tailored offerings,brands can enhance the perceived value of data-sharing and reinforce the sense of a mutually beneficial relationship.Prioritize doing right by custo

133、mersPrioritize doing right by customers.Acknowledging the heightened importance of privacy,sustainable business operations,and diversity and inclusion,brands should integrate these considerations into their marketing strategies.Demonstrating a commitment to protecting consumer privacy,implementing s

134、ustainable practices,and fostering diversity can enhance brand trust and resonate positively with consumers who increasingly prioritize these values in their brand relationships.dentsu Consumer Navigator 2024 Look AheadIn conclusion,our findings paint a nuanced portrait of American sentiment as we a

135、pproach 2024.The prevailing political and economic climate has cast a shadow over consumer optimism,with only 44%expressing confidence in the coming year.Notably,consumers harbor the most skepticism towards the US economy,international relations,and domestic politics,indicating a sense of unease in

136、these critical areas.Despite prevailing pessimism,Americans are pursuing happiness and a more purposeful life,personally.A majority seek to invest time and energy in family,physical health,financial well-being,and mental health in the new year.Noteworthy is the growing emphasis on social well-being,

137、with consumers recognizing the importance of deepening connections with family,friends,and community.This underscores a shift towards a more holistic understanding of personal fulfillment,extending beyond individual pursuits to encompass the quality of social relationships.As brand relationships bec

138、ome more consolidated,especially among Millennials and Gen Z,consumers are seeking collaborative and mutually beneficial engagements.The desire for brands to involve customers as collaborators,coupled with an expectation for value exchange in return for personal data,suggests an evolving consumer la

139、ndscape where transparency,collaboration,and shared value are paramount.Brands that align with these aspirations stand poised to forge stronger,more meaningful connections with consumers in the dynamic landscape of 2024.Closing Thoughtsdentsu Consumer Navigator 2024 Look Ahead|Navigator|Navigator05W

140、riting assisted by Generative AI.Dentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,

141、content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.About dentsu