2022 US Consumer trends report

Whether you want to find inspiration for your next marketing campaign, understand how to better reach your target consumers, or get a steer on NPD for 2022, our consumer trends report has the insights you need. 

Last year’s consumer trends report was carried out in September 2020, before the start of the COVID-19 vaccination programme and centered around pandemic behaviour. This time around, we look at how Americans* are feeling now that 59% of the population are fully vaccinated and COVID restrictions have been lifted in many states.

The shift in the US’s situation has had an interesting impact on the messaging consumers want to hear from brands, yet people are by no means feeling certain about the future. There are multiple issues influencing consumer outlook, like the economy, coronavirus and climate change. 

We see other notable developments when it comes to the issues Amerians most want brands to take a stand on, and where they’re going to interact with brands (hello TikTok!). And we get evidence that our shopping and working habits have been permanently changed by the pandemic (you can dig into the data yourselves in our interactive dashboard). 

In terms of opportunities, we explore where different demographics are planning to spend their money, what they’re doing with leisure time, and the shape of their lives as we head into 2022. Finally, we know it’s not all about the US, so we’ve thrown in a case study with unicorn buy-now-pay-later brand Klarna looking at how they’ve mastered global expansion by getting an understanding of consumers in new markets.

If you have any comments, questions or ideas after reading our 2022 US consumer trends report, please do share them with us: [email protected].

*survey of 2,000 working-age US consumers carried out in November 2021