Table of Content

Consumer landscape 2021
Life priorities
“Time for myself” rated above spending time with family members
Consumers rank time for favourite activities higher than the global average
Generation Z prioritise time with friends over time for their favourite activities
Uniquely tailored and curated experiences appeal to US consumers
Millennials and Generation X more likely to seek out curated experiences
US consumers like to try new products/services but will research them first
Generation X most enthusiastic about trying new products and services
Home life
Low levels of entertaining at home, but virtual connections take off
Younger generations play video games almost as frequently as exercising
Households with children are bigger hobby enthusiasts
Safe location is a key feature but energy efficiency and outdoor space are desirable
Baby boomers most likely to look for energy-efficient homes
Eating habits
Reheating/preparing a ready meal sees higher rates than the global average
Millennials eat out at a restaurant more often than other cohorts
Cost-conscious consumers look for low prices when selecting foods
Generation Z eating less meat and fish than other generations
Nearly half of consumers snack while watching TV or streaming content
Younger generations have less rigid schedules around mealtimes
Working life
Job security most important work-related factor for US consumers
Gen Z more focussed on achieving a good work-life balance
High salaries considered more important than other job features
US respondents have lower expectations of starting their own company
Generation Z driving the trend for more flexibility and home-based working
Sustainable living
Consumers have more faith in recyclable labels than sustainably produced
Gen X feel strongly about having a positive impact on the planet
Reducing carbon emissions is much lower in comparison to the global average
Using less water is top of the green list for Generation Z consumers
Using sustainable packaging is low in comparison to the global average
Gen Z much more likely to buy from purpose-driven companies/brands
Over a quarter of consumers will boycott brands that do not share their beliefs
Baby boomers are more likely to donate to charities that support their values
Leisure habits
Over a third of US respondents socialise online every week
All cohorts connect with friends online; Generation X take more day trips
M eeting up with friends and shopping are the most frequent leisure activities
Millennials and Generation X go to the cinema more often than other cohorts
Boomers taking fewer domestic/int’l trips than other generations
Relaxation is a more important feature than shopping or arts and heritage
Gen Z are less concerned about the quality of dining at the destination
Health and wellness
Men and women have high levels of participation in physical exercise
Cycling is a popular regular exercise; walking or hiking are the most frequent
Millennials cycle more regularly than other generations
Using sleep aids for stress reduction is higher than the global average
A high percentage of baby boomers use meditation for stress reduction
Shopping habits
Shopping malls losing ground as consumers focus on buying less
Buying fewer but higher-quality products appeals to all generations
Consumers are most influenced by friends and family
Baby boomers are more influenced by product/label information
Consumers are motivated by the convenience of subscription services
Consumers are motivated to shop in-store by the ability to see and try first
Immediate purchase is a strong motivation among all generations
Free shipping is the biggest motivation to shop online, next to best price
Baby boomers are highly influenced to buy online if shipping is free
Technology

39% of consumers share their data to receive personalised offers/deals
All generations actively manage their data sharing and privacy settings
Ownership of in-home virtual assistants is much higher than the global average
Ownership of fitness wearables/health trackers on par with global
Consumers visit health-related or medical sites less than the global average
Over 50% of Generation Z take part in online video gaming at least weekly