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What People Care About Most Today
September 09, 2022 | Report
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This is one of a series of insight papers drawn from our latest wave of research into Multicultural Consumers in North America. For more insights into this topic, please visit: https://www.conference-board.org/topics/multicultural-consumer |
Understanding the cares and concerns of different groups of people is key to developing the right marketing and communications to engage them
American consumers display a healthy balance between caring for themselves and for those around them. The “brand” that American society projects to the rest of the world asserts this characteristic. Data from our survey in June show this to be true and quantify it.
At present, concerns about the cost of living top the chart. Rising inflation is leading to worries about the essentials: food, energy, gasoline, and housing. Mental and physical health are also high on the list, given COVID-19 and the stresses of work, school, travel, and constraints on leisure time. Broader societal concerns, such as climate change, social justice, and income inequality, remain a focus for one in four people—a reminder that these issues are ongoing and continue to grow in the public consciousness.
Some more fundamental concerns also arise, reminding marketers and communicators that the basic human instincts of looking after the family and maintaining one’s appearance and well-being are ever present and can also be used to engage consumers.
Note that one in seven survey respondents cite mai
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