from media and marketing platform Catalyst explores how due to factors like inflation, several consumers’ faith in the concept of the American dream is dwindling. As only one in three American consumers reports experiencing upward mobility, brands must work to stay transparent about pricing while working to align themselves with consumer values to assuage shoppers’ many worries.
Brands can connect with resilient consumers by rewarding and thanking them for their continued loyalty. Photo: Shutterstock Their financial security and life satisfaction are high and concern about inflation and beliefs that outside obstacles get in their way are low. This consumer is typically male, a millennial around the age of 30, Hispanic, single, a renter, a Democrat and less likely to be a parent. They are more likely to live paycheck-to-paycheck and to be financially worse off than previous generations.
This consumer is typically female, a boomer around the age of 68, skew Caucasian, married or divorced, less likely to be a parent, a homeowner and a Republican. Above all, brands need to tailor their messaging to meet disparate emotional outlooks regarding shopping. Some popular areas of concern that consumers yearn for brands to support are homelessness, affordable housing and protecting the environment.
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