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1、The Wellbeing EconomyJULY 2024DENTSU CONSUMER NAVIGATOR02Study MethodologyConducted by dentsu via Toluna,an online research panel.The survey informing this report was administered on July 9th,2024.Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older.Controls for nation

2、ally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).03For the last century,a countrys health has been measured by its GDP(Gross Domestic Product).However,weve seen that this system can push people and the planet to their l

3、imits.The Wellbeing Economy is a public policy framework aimed at shifting our focus.It advocates for prioritizing social,health,cultural,equity,and environmental outcomes,moving beyond GDP as the primary measure of national performance.Within that context,this survey aims to explore what wellbeing

4、means to US consumers and how they perceive their own wellbeing right now.It will also offer insight into the expectations consumers have of brands.Report Purpose04Top Consumer InsightsAmericans Support the Wellbeing Economy73%of respondents believe a countrys performance should be measured by the w

5、ellbeing of its citizens,compared to 27%who favor GDP.Support spans generations but is slightly lower among higher-income households.Currently Optimistic and Concerned for Future GenerationsTwo-thirds of Americans report high wellbeing,but only 55%believe the next generation will achieve the same,a

6、9-point drop.Socio-economic factors,especially among lower-income groups and women,influence these views.Challenges in Wellbeing Reflect Broader IssuesThe aspects of wellbeing that Americans report struggling with the most civic participation,environmental stability,and financial security are also a

7、reas that American society and policy grapple with.Brands Expected to Bridge Wellbeing Gaps56%of respondents believe brands are responsible for helping to improve consumers wellbeing.Consumers are looking for brands to step up in priority areas where they perceive a lack of resources:financial healt

8、h,mental health,community,and environmental support.Financial Constraints Create an Intention-Purchase GapWhile 61%of respondents say a companys commitment to wellbeing would influence their purchase decisions,71%find it challenging to pay a premium for such products due to their financial situation

9、s.05ContentsDENTSU CONSUMER NAVIGATOR:WELLBEING ECONOMY1.1.Americans Advocate for a Wellbeing EconomyAmericans Advocate for a Wellbeing Economy2.2.American Wellbeing Through the Lens of Core ValuesAmerican Wellbeing Through the Lens of Core Values3.3.The Role of Brands in Addressing Wellbeing GapsTh

10、e Role of Brands in Addressing Wellbeing Gaps4.4.Implications for MarketersImplications for MarketersAmericans Americans Advocate for a Advocate for a Wellbeing EconomyWellbeing EconomyOur survey explore American support for a Wellbeing Economy,a concept that contrasts sharply with the current natio

11、nal focus.This support spans across generations,reflecting a broad consensus on the importance of wellbeing.Despite high levels of life satisfaction among many Americans today,there is a prevailing concern that the next generation may face a decline in wellbeing.0107Americans support the idea of a W

12、ellbeing Economy at odds with nations policy.73%73%say a countrys performance should be measured by the wellbeing of its wellbeing of its citizenscitizens.27%of consumers say a countrys performance should be measured by its GDPGDP.What is a Wellbeing Economy?A Wellbeing Economy is an economy designe

13、d to serve people and the planet,not the other way around.Rather than treating economic growth as an end in and of itself and pursuing it at all costs,a Wellbeing Economy puts our human and planetary needs at the center of its activities,ensuring that these needs are all equally met,by default.Sourc

14、e:Wellbeing Economy AllianceConsumer Views on GDP vs.Wellbeing EconomyConsumer opinion aligns with broader global trends towards holistic and inclusive measures of prosperity.While American policies have made strides towards integrating aspects of a wellbeing economy,economic growth remains the key

15、focus.08Support for a Wellbeing Economy runs across generations.However,there is a slight household income(HHI)divide,with higher-income respondents slightly less likely to support a Wellbeing Economy than lower-income respondents.27%27%25%25%26%26%25%25%30%30%22%22%34%34%73%73%75%75%74%74%75%75%70%

16、70%78%78%66%66%Gen.pop.Gen ZMillennialsGen XBoomersHHI$75kA countrys performance should be measured by its GDP.A countrys performance should be measured by citizens wellbeing.Consumer Views on GDP vs.Wellbeing Economy09Americans define“wellbeing”through lenses of personal health and individualism.To

17、p 10 Aspects Included In Consumers Definition of“Wellbeing”Reflecting a strong cultural emphasis on personal health,physical and mental well-being are central to Americans concept of wellbeing.Additionally,aspects related to individualism,such as personal interests and self-agency,play a significant

18、 role.010Many Americans hold a high level of life satisfaction and wellbeing.64%64%25%25%11%Thriving(Top 4)Struggling(Middle 3)Suffering(Bottom 4)Where Consumers Feel They Fall On Cantrils Ladder70%Of consumers believe their quality of life will improve improve over the next 5 years.Two-thirds of co

19、nsumers fall into the thriving segment of Cantrils Ladder,a tool used in psychology and public health to measure individuals perceptions of their well-being.Most are also optimistic that their quality of life will continue to improve in the near future.Cantrils LadderPlease imagine a ladder with ste

20、ps numbered from zero at the bottom to 10 at the top.The top of the ladder represents the best quality of life,and the bottom of the ladder represents the worst quality of life.Best Quality of LifeWorst Quality of Life011Yet,predict the generation after them will be slightly worse off.Where Consumer

21、s Feel They Fall On Cantrils Ladder55%55%30%30%15%Thriving(Top 4)Struggling(Middle 3)Suffering(Bottom 4)Where They Feel the Generation After Them Falls55%feel the generation after them will achieve the same thriving quality of life a decrease of 9-percentage points.This may indicate that consumers f

22、eel pessimistic about current economic,social,or environmental conditions in the US,making it harder for future generations.64%64%25%25%11%Thriving(Top 4)Struggling(Middle 3)Suffering(Bottom 4)Where Consumers Feel They Fall On Cantrils LadderCantrils LadderPlease imagine a ladder with steps numbered

23、 from zero at the bottom to 10 at the top.The top of the ladder represents the best quality of life,and the bottom of the ladder represents the worst quality of life.Best Quality of LifeWorst Quality of Life012Younger generations are most optimistic about Next Gens quality of life.68%68%66%66%53%53%

24、25%25%22%22%32%32%24%24%7%12%15%11%Gen ZMillennialsGen XBoomersThriving(Top 4)Struggling(Middle 3)Suffering(Bottom 4)Where Consumers Feel They Fall On Cantrils Ladder65%65%62%62%65%65%47%47%27%27%25%25%30%30%38%38%11%10%23%17%Gen ZMillennialsGen XBoomersThriving(Top 4)Struggling(Middle 3)Suffering(B

25、ottom 4)Where They Feel the Generation After Them Falls45%45%Conversely,less than half of Gen X and Boomers feel that the generations that come after them(e.g.,Millennials and Gen X,respectively)will achieve a thriving quality of life.013Socio-economic factors shape consumers perspectives on quality

26、 of life.57%57%82%82%60%60%28%28%15%15%23%23%26%26%15%3%8%14%HHI$75kMenWomenThriving(Top 4)Struggling(Middle 3)Suffering(Bottom 4)Where Consumers Feel They Fall On Cantrils Ladder69%69%52%52%65%65%61%61%31%31%25%25%27%27%33%33%17%10%12%17%HHI$75kMenWomenThriving(Top 4)Struggling(Middle 3)Suffering(B

27、ottom 4)Where They Feel the Generation After Them Falls50%50%Lower-income consumers and women feel worse about their quality of life and are more pessimistic about the quality of life for future generations than their counterparts.Dentsu and the ANA recently conducted a study on womens equality,whic

28、h found growing disillusionment among women as their rights are increasingly under threat.American Wellbeing American Wellbeing Through the Lens of Through the Lens of Core ValuesCore ValuesOur survey finds that Americans views on well-being align with national values like work and self-empowerment,

29、while grappling with broader issues such as civic engagement,environmental concerns,and financial security.This section also highlights consumers mixed feelings about the state of their social connections,health,and community involvement.02015Americans feel most positive about aspects of well-being

30、that align with the countrys values,such as work,self-empowerment,and consumerism.Conversely,they struggle with areas that reflect broader societal challenges,including civic participation,environment,and financial security.Feelings are more mixed regarding social connection,health,and engagement wi

31、th local community,highlighting the complex and varied impact of individualistic values on different facets of wellbeing.77%77%62%62%I have someone to talk toabout whats going on inI have not felt lonely in thepast 30 days.Social Connection64%64%61%61%I learn or do somethinginteresting every day.I f

32、eel in control of my lifeand circumstances.Self-Empowerment64%64%55%55%My mental health isexcellent.My physical health isexcellent.Health45%45%44%44%I have not worried aboutfinances in the past 30 days.I have enough money to doeverything I want to do.Financial Security73%73%58%58%I am safe and welco

33、me in mycommunity.Where I live is the perfectplace for me.Local Community59%59%53%53%I can make a difference inmy community.I can make a difference inmy country.Civic Participation65%65%62%62%I can easily get the products andservices I want that make myIve been able to find every itemIve wanted in t

34、he past 30 days.Access to Goods79%79%54%54%I have access to parks andnatural areas that support aI have not experienced anyextreme weather in the past 30EnvironmentHow Consumers Feel About Their Wellbeing71%71%69%69%I enjoy my work every day.My work-life balance hasbeen good over the pastWork&Career

35、016Despite trend of quiet quitting,consumers appear largely fulfilled with their work.71%71%69%69%77%77%65%65%76%76%73%73%56%56%65%65%71%71%74%74%I enjoy my work every day.My work-life balance has been good over thepast 30 days.Gen.pop.Gen ZMillennialsGen XBoomersHow Consumers Feel About Work&Career

36、(Employed)Infamous for equating career with self-worth,Americans appear happy with the balance theyve struck.Younger consumers especially appear satisfied with the role of work,despite or perhaps due to trends like quiet quitting.WORK&CAREER017Consumerism is alive and well most Americans can easily

37、access goods.However,access is not always evenly distributed.Higher income consumers are 22-points more likely than lower income consumers to feel they can easily access goods.Similarly,urbanites report greater access than rural respondents.65%65%62%62%59%59%58%58%81%81%74%74%55%55%58%58%67%67%65%65

38、%I can easily get the products or services Iwant that make my life better.Ive been able to find every item Ive wanted over the past 30 days.Gen.pop.HHI$75kRuralUrbanHow Consumers Feel About Access to GoodsACCESS TO GOODS018Over 60%of Americans feel engaged in life and in-control of their circumstanc

39、es.However,household income and gender appear to shape consumers perspectives.Cohorts with more means monetary or in the form of privilege feel greater engagement with and control of their lives.The gap between men and women is particularly notable given the previously cited study on study on womens

40、 equality.64%64%61%61%62%62%60%60%75%75%71%71%62%62%55%55%70%70%70%70%I learn or do something interesting every day.I feel in control of my life and circumstances.Gen.pop.HHI$75kWomenMenHow Consumers Feel About Sense of PurposeSENSE OF PURPOSE019While most Americans have someone close to them,many s

41、till feel lonely.77%77%62%62%72%72%60%60%81%81%63%63%66%66%51%51%81%81%69%69%I have someone to talk to about whats goingon in my life.I have not felt lonely in the past 30 days.Gen.pop.Gen ZMillennialsGen XBoomersHow Consumers Feel About Social ConnectionThis appears particularly true for Gen X.The

42、Friendship Dip is the idea that our 30s,40s,and 50s are loneliest.The way American society is organized,this stretch of adulthood is not conducive to growing or sustaining meaningful connections.SOCIAL CONNECTION020Americans feel better about their mental health than their physical health.64%64%55%5

43、5%58%58%64%64%66%66%64%64%56%56%47%47%73%73%44%44%My mental health is excellent.My physical health is excellent.Gen.pop.Gen ZMillennialsGen XBoomersHow Consumers Feel About HealthThis is true across generations,apart from Gen Z,who have grown up in a world more attuned to mental aspects of wellbeing

44、 and feel more positive about their physical health(64%)than their mental health(58%).PERSONAL HEALTH021While Americans feel safe where they live,fewer say it is the perfect place for them.72%72%58%58%65%65%57%57%64%64%55%55%74%74%56%56%75%75%60%60%I am safe and welcome in my community.Where I live

45、is the perfect place for me.Gen.pop.HispanicAAPIBlackWhiteHow Consumers Feel About Local CommunitySafety is just one aspect of what makes someplace the“perfect”location to settle down,albeit an important one.White(75%)and Black(74%)respondents feel the most safe and welcome where they live compared

46、to Hispanic and AAPI respondents(65%and 64%).LOCAL COMMUNITY022In era of polarization,Americans feel better able to affect community than country.59%59%53%53%62%62%51%51%68%68%62%62%52%52%48%48%52%52%46%46%I can make a difference in my community.I can make a difference in my country.Gen.pop.Gen ZMil

47、lennialsGen XBoomersHow Consumers Feel About Civic ParticipationAll generations feel better able to flex their civic participation at the community level,especially among younger generations,who appear more politically energized than older generations.CIVIC PARTICIPATION023Access to green spaces abo

48、und,but many Americans experience extreme weather.79%79%54%54%76%76%49%49%87%87%62%62%74%74%51%51%79%79%57%57%I have access to parks and natural areas thatsupport a healthy lifestyle.I have not experienced any extreme weatherin the past 30 days.Gen.pop.HHI$75kRuralUrbanHow Consumers Feel About Envir

49、onmentSocio-economic patterns occur.Lower income respondents report having less access to green spaces than higher income respondents and are more likely to experience extreme weather.ENVIRONMENT024Amid an affordability crisis,Americans feel the worst about their financial wellbeing.FINANCIAL SECURI

50、TY45%45%44%44%40%40%37%37%59%59%59%59%36%36%36%36%55%55%51%51%I have not worried about finances in the past30 days.I have enough money to do everything I wantto do.Gen.pop.HHI$75kWomenMenHow Consumers Feel About Financial SecurityWhile all cohorts feel their personal finances are the worst aspect of

51、 their wellbeing,more vulnerable groups such as lower income Americans and women are struggling the most.025Reinforcing these themes,consumers who prioritize work as key to wellbeing rate their quality of life highest,while those who prioritize financial security rate it lowest.71%71%67%67%66%66%64%

52、64%62%62%60%60%57%57%53%53%21%21%24%24%23%23%25%25%20%20%25%25%26%26%27%27%33%33%8%8%10%9%16%13%14%16%14%Prioritize Work&CareerLocal CommunitySense of PurposeCivic ParticipationAccess to GoodsSocial ConnectionEnvironmentHealthFinancial SecurityThriving(Top 4)Struggling(Middle 3)Suffering(Bottom 4)Wh

53、ere Consumers Feel They Fall On Cantrils Ladder68%68%Cantrils LadderPlease imagine a ladder with steps numbered from zero at the bottom to 10 at the top.The top of the ladder represents the best quality of life,and the bottom of the ladder represents the worst quality of life.Best Quality of LifeWor

54、st Quality of LifeThe Role of Brands The Role of Brands in Addressing in Addressing Wellbeing GapsWellbeing GapsOur final section explores how consumers are turning to brands for help supporting their wellbeing.Many of the aspects of wellbeing consumers prioritize are also ones where they lack resou

55、rces they are looking to brands to fill these gaps.Younger consumers,in particular,see companies as responsible for wellbeing and are looking for genuine,impactful actions rather than just promises.03027Financial health is clearly a top priority one consumers feel unprepared to improve.55%55%51%51%4

56、4%44%36%36%35%35%Financial healthPhysical healthMental healthSocial relationshipsSense of purposeTop 5 Wellbeing Areas To ImproveBased on how consumers are feeling about their financial security,it makes sense that financial health is the top area of wellbeing theyd like to improve.Yet,its also the

57、area consumers feel least confident knowing how to begin and where they feel a sore lack of support from resources,tools or experts to help them.Confidence In BeginningAvailability of Support69%69%68%68%60%60%57%57%46%46%25%25%27%27%31%31%33%33%40%40%6 6 5 5 9%9%10%10%14%14%Social relationshipsPhysi

58、cal healthSense of purposeMental healthFinancial healthHighModerateLow69%69%66%66%60%60%59%59%42%42%25%25%28%28%31%31%32%32%44%44%6 6 6 6 9%9%9%9%14%14%Social relationshipsPhysical healthSense of purposeMental healthFinancial healthExcellentFairPoor028Mental health is another priority area that cons

59、umers feel less equipped to improve.55%55%51%51%44%44%36%36%35%35%Financial healthPhysical healthMental healthSocial relationshipsSense of purposeTop 5 Wellbeing Areas To ImproveThis finding is particularly relevant for brands speaking to Gen Z,who report feeling the worst about their mental health

60、and are most likely to say its an area they would like to improve(52%vs.44%gen pop.).Confidence In BeginningAvailability of Support69%69%68%68%60%60%57%57%46%46%25%25%27%27%31%31%33%33%40%40%6 6 5 5 9%9%10%10%14%14%Social relationshipsPhysical healthSense of purposeMental healthFinancial healthHighM

61、oderateLow69%69%66%66%60%60%59%59%42%42%25%25%28%28%31%31%32%32%44%44%6 6 6 6 9%9%9%9%14%14%Social relationshipsPhysical healthSense of purposeMental healthFinancial healthExcellentFairPoor029Consumers are looking for brands to fill the gaps on the areas they lack resources.This includes supporting

62、financial health with affordable products and supporting peoples mental health.They also seek greater brand involvement investing in local communities and the environment,where access to resources is also lacking.57%57%44%44%38%38%37%37%29%29%28%28%27%27%20%20%20%20%Offer affordable products and ser

63、vices.Invest in neighborhoods and local communities.Invest in the environment and sustainability.Support peoples mental health.Encourage people to be physically healthy.Enable upskilling and career advancement.Help people make a difference in theircommunity.Deepen peoples social relationships.Encour

64、age people to pursue their interests.Efforts Brands Should Take to Support Wellbeing In Consumers Top 3 Choices69%69%67%67%66%66%66%66%60%60%59%59%59%59%59%59%56%56%42%42%25%25%26%26%27%27%28%28%31%31%33%33%31%31%32%32%31%31%44%44%6%6%7%7%7%7%6%6%9%9%8%8%10%10%9%9%13%13%14%14%Social relationshipsAcc

65、ess to goods and servicesCivic participationPhysical healthPersonal sense of purposeWork and careerLocal community/LocationMental healthEnvironment/weatherFinancial healthGood accessFair accessPoor accessAccess To Resources&Experts To Help Improve Each Area030Younger consumers are more likely to vie

66、w companies as responsible for wellbeing.Millennials are particularly values-driven when it comes to the companies they engage with.56%56%56%56%59%59%61%61%67%67%71%71%50%50%54%54%45%45%37%37%BrandsYour employerGen.pop.Gen ZMillennialsGen XBoomers%Who Feel the Following Entities Are Responsible For

67、Improving Wellbeing031Brands are making progress,but consumers feel theres more work to be done.While 57%of consumers agree that more brands are starting to value people and planet in addition to profit,two-thirds agree that there are still not enough brands doing so.57%I feel more brands are more b

68、rands are starting to value starting to value people and planet in addition to profit.66%There are not enough brandsnot enough brands that value people and planet in addition to profit.032Good for people and planet products are neither easy to find nor affordable.As Americans feel there is a limited

69、 range of brands that value people and planet,it makes sense that less than half feel such products are easy to find or affordable.41%Products that are good for people and planet are easy to findeasy to find.47%Products that are good for people and planet are usually affordableusually affordable.033

70、These realities create a gap between consumers intentions and behaviors.As we see with other behaviors such as sustainability,while consumers aspire to make decisions based on a companys commitment to wellbeing,financial realities often get in the way.71%As much as I want to support companies that v

71、alue people and planet,my current financial my current financial situation makes it difficult to pay situation makes it difficult to pay a premium a premium for products from those companies.61%Of consumers say a companys commitment to commitment to wellbeing wellbeing largely influences their purch

72、ase decisions.vs.034Brands also need to work on building trust their initiatives are genuine.54%The brands I purchase goods The brands I purchase goods and services from and services from are genuine in their efforts to benefit people and planet.50%Brands in general Brands in general are genuine in

73、their efforts to benefit people and planet.While consumers are slightly more likely to trust the brands they purchase from compared to brands in general,there is significant opportunity to build trust.Implications for MarketersImplications for MarketersChampion Mental Champion Mental Health SupportH

74、ealth SupportBe a Community Be a Community PlayerPlayerConsumers are seeking authentic contributions to societal wellbeing.Dont just sponsor a local event and call it a day.Dive deep into community and environmental investments.Your involvement should be authentic and impactful,not just a tick-box e

75、xercise.Demystify Financial Demystify Financial HealthHealthBrands should prioritize offering affordable products and services.Given the widespread concern about financial health,there is a clear demand for solutions that actually help people improve their financial security.Brands can step up and c

76、reate tools and resources that truly support mental health.Consumers are craving more than just lip serviceprovide practical,effective solutions that make a difference in their daily lives.04Implications for MarketersImplications for Marketers04Improve Transparency Improve Transparency and Build Tru

77、stand Build TrustEngage the Next Engage the Next GenerationGenerationYounger consumers expect more from brands.Align your strategies with their values,showing that youre not just a company but a partner in their quest for a better world.Your brand needs to resonate with their vision of the future.Ma

78、ke Better Choices Make Better Choices AccessibleAccessibleProducts and services that enhance the wellbeing of people and the planet shouldnt be a luxury.Ensure these options are both affordable and available to a broad audience.Consumers want to make better choices without breaking the bank.Build cr

79、edibility through transparency.Dont just talk the talkshow your work and prove that your well-being initiatives are genuine and impactful.Authenticity isnt optional;its essential.Dentsu is an integrated growth and transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Ja

80、pan,and now present in over 145 countries and regions,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation