Consumer Values and Behaviour in the US

TABLE OF CONTENTS

Consumer Values and Behaviour in the US

Consumers like to try new products and prefer to spend on experiences

Trying new products and services appeals to all generations

Millennials and Generation X are more willing to spend money to save time

Outlook on future finances and happiness is slightly below the global average

US consumers are more pessimistic about activities shifting to in-person

Generation Z feel strongly that they will be working more in the future

US respondents have positive outlook on community engagement

Concerns over the impact of climate change are not as high as the global average

More community engagement expected among younger generations

Low levels of entertaining at home, but virtual connections take off

High percentage of millennials and Generation X exercise at home regularly

American homeowners seek energy-efficient builds over other features

Women are more interested in homes with an outside space than men are

Men are more interested in eating out or ordering in than women are

Convenience of food deliveries outweighs desire to cook

Low levels of cooking skills lead to high demand for delivery

Over half of US consumers look for healthy ingredients

All generations want healthy ingredients in food and drinks

Working close to home is seen as a way to achieve a better work-life balance

Generation Z will seek out jobs that offer them the work-life balance they want

Job security is a high priority following uncertainty around the pandemic

High salaries are key for younger generations, but baby boomers want security

A high percentage of US consumers want to find ways to simplify their lives

G en Z do not have as strict boundaries between work and personal life

Over a third of US respondents socialise online every week

All cohorts connect with friends online; Generation X take more day trips

Going out and shopping as a leisure activity is the most popular

Millennials and Generation X are the most avid leisure shoppers

Cycling is a popular regular exercise but walking or hiking are the most frequent

Nearly 60% of millennials run or jog for exercise every week

Men are more likely to use massage for stress reduction than women are

Baby boomers use meditation and herbal remedies to reduce stress

Consumers have more faith in recyclable labels than sustainably produced

Older generations are more definite about trying to have a positive impact

Consumers are actively recycling items above the global average

Baby boomers show themselves to be more active in recycling items

Donating to charities that support environment is on a par with global

Gen Z are more sustainably minded than millennials or Generation X

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

Cost-conscious shoppers are most like to "find bargains"

Boomers not as inclined to visit shopping malls as other generations

Consumers concentrate on price and are ready to buy used items

All generations are positive about buying used but branding is still important

Consumers show a strong preference for buying beauty/care items in-store

Millennials use their smartphones more often for food delivery

Intentions to increase spend on education and travel are high on the agenda

Generation Z concentrate their efforts on spending on their education

Consumers want to find ways to save money over the next 12 months

Consumers warm to interacting online but actively manage data sharing

Millennials and Generation X prefer to communicate online

Low levels of purchasing and sharing information via social media

Millennials are most active in sharing or retweeting a company's social media

Mobile banking is the most frequently used online service

Millennials show high adoption of health and fitness apps