1、Wave 41May 2023Dentsu Consumer Navigator:Pandemic&Economic SentimentSince March 2020,dentsu has fielded a monthly US consumer survey,the results of which are packaged into our dentsu Consumer Navigator:Pandemic&Economic Sentiment reports.You can read previous waves on .Survey Methodology Administere

2、d through online research panel,Toluna Fielded on May 17th,2023 Random sample of 1,000 US respondents Age 18-70 years old Representative weighting across gender,age and race/ethnicity(using latest publicly available US Census numbers)AboutNAVIGATOR WHERE WEVE BEEN:THE PAST FOUR WAVES3FEBRUARYMARCHAP

3、RILMAYRecessionary Consumer Recessionary Consumer Behaviors Are Here to StayBehaviors Are Here to StayWhile fewer consumers believetheU.S.economyisinarecession this month,peoplespersonalfinancialsituationisnot improving.Therefore,its notsurprisingthatmostplantoscale back purchasing across awidenumbe

4、rofcategories.Comparedtothelastfewmonths,travel and dining outseem to be categories that arerelativelylessaffectedbyrecessionary behaviors,but thismay be due to increased levelsof comfort with being outinpublic.Consumers Pessimistic Consumers Pessimistic Towards the EconomyTowards the EconomyNot onl

5、y do 6 in 10 consumersbelieve that the U.S.economy isalready in a recession;as manyalso think that the status of theeconomy will either remain thesame or get even worse in thenext6to12months.Thissentiment is driving most to beevenmorebudgetconsciousthan they have been in recentmonths,and a growing n

6、umberbelieve that these sacrifices willresultinanimminentimprovement for their personalfinances.Shopping online,andgivingprecedencetostorebrands or brands that offer morevalue are the go-to precautions.Continued Economic StrifeContinued Economic StrifeConsumerconcernaboutthepandemic and participatin

7、g inpublicactivitieshasfadeddecisivelytothebackground.However,continuedconcernabouttheUS economy and a recession iscausingconsumerspendingbehaviorstoshiftfortheforeseeable future.Consumerscontinue to combat inflation bychoosinggenericbrands,shopping online,and putting ofneededpurchases.Intenttoscale

8、 back spending on dailyessentials including householdrepairs,groceries,gas,andhouseholdnecessitieshasskyrocketed this month.BudgetBudget-consciousness Persists consciousness Persists Despite an Optimistic OutlookDespite an Optimistic OutlookOptimism toward the pandemiccontinues to increase and at th

9、esame time this month we recordasubstantialincreaseinoptimism toward the directionof the economy and consumerspersonal finances in the nearfuture.However,2in3consumers continue to reportbeingmorebudgetconsciousthan they were last month andtheintenttoscalebackspendingacrossseveralcategoriespersists.W

10、hatoptimism toward the economy isfueling is the desire to shopmore online and shop for brandname products.NAVIGATOR Optimism about the trajectory of the pandemic continues to increase.85%consumers feel optimistic that the pandemic is either“under control”or“over.”Q:Which of the following statements

11、best describes how you feel about the trajectory of the pandemic in the US?12%12%10%10%9%9%9%9%13%13%10%10%11%11%10%10%8%8%23%23%13%13%14%14%14%14%18%18%12%12%9%9%10%10%8%8%34%34%41%41%39%39%40%40%38%38%40%40%38%38%35%35%32%32%18%18%24%24%23%23%22%22%20%20%22%22%24%24%26%26%31%31%13%13%12%12%15%15%1

12、5%15%12%12%16%16%18%18%19%19%22%22%Aug.22Sep.Oct.Nov.Jan.Feb.Mar.AprMay 23Outlook On the TRAJECTORY of the PandemicIt is overIt is under-controlIt is getting betterIt is getting worseIt is out of control16%feel pessimistic85%feel optimistic+5%since APRILNAVIGATOR Consumers comfort in public continue

13、s its upward momentum.85%of respondents say they are more comfortable than uncomfortable going out in public.85%82%80%78%77%76%75%73%72%15%18%20%22%23%23%25%27%28%May 23Apr.Mar.Feb.JanNov.Oct.Sep.Aug.22Consumer Comfort or Discomfort Going Out In PublicComfortableUncomfortableQ.In the context of COVI

14、D-19,how comfortable are you currently going out in public?NAVIGATOR Consumer participation across activities is slowly growing,with noticeable upticks in working in-office,entertaining at-home,going to parties,and international travel.Q.In the context of COVID-19,how comfortable are you currently d

15、oing the following activities?74%72%73%72%69%74%67%67%63%65%61%57%57%21%22%20%21%22%17%22%23%26%21%24%27%25%5%6%7%7%9%9%11%10%11%14%15%16%18%Grocery shoppingHealth/Medical-related appointmentsNon-grocery shoppingWorking at my office/place of workDining indoors at a restaurantEntertaining guests at h

16、omeStaying overnight at a hotelDomestic travelAttending an indoor partyExercising at a gymGoing to a barAttending live eventsInternational travelConsumer Comfort Doing Specific ActivitiesAmong those that participate in said activitiesI do this and feel fineI do this but feel uncomfortableI do not do

17、 this because I feel uncomfortable95%that are participating,either fine or uncomfortable+%change MoM:94%93%93%91%91%89%90%89%86%85%84%82%+3+5+5+3NAVIGATOR Half of consumers believe the US economy is in a recession.Q.Which of the following best reflects your assessment of the current economic environ

18、ment in the US?35%35%40%40%32%32%34%34%32%32%33%33%33%33%26%26%25%25%33%33%30%30%30%30%28%28%28%28%23%23%24%24%22%22%15%15%20%20%20%20%18%18%19%19%24%24%19%19%10%10%6%6%9%9%8%8%12%12%12%12%9%9%13%13%8%8%7%7%8%8%8%8%10%10%8%8%11%11%17%17%Sept.Oct.Nov.Jan.Feb.Mar.Apr.MayConsumer Perspective on the Eco

19、nomic EnvironmentThe economy is doing just fineThe economy is experiencing a slightdownturn,and there isnt a recessionThe economy is experiencing a significantdownturn,but there isnt a recessionThe economy is at the beginning of arecessionThe economy is already in a recession50%There is a recession5

20、0%It is only a downturn/things are fine+6 pointssince APRILThis is a 6-percentage point decrease compared to last month.The number of consumers who believe the economy is doing just fine has increased by 6%compared to last month.NAVIGATOR Optimism about an improving economy is increasing.Q.Which of

21、the following best reflects your assessment of the upcoming economic environment in the US over the next 6 to 12 months?More than half of consumers think that the economy will get better in 6-12 months,reflecting a 26%increase compared to last month.36%36%29%29%55%55%22%22%21%21%19%19%41%41%50%50%26

22、%26%Mar.Apr.MayConsumer Perspective on the Economic EnvironmentBelieve the economy will get worse inthe next 6-12 monthsBelieve the economy will remain thesame in the next 6-12 monthsBelieve the economy will get better inthe next 6-12 monthsNAVIGATOR Consumers continue to report being budget-conscio

23、us,even though optimism toward their financial situation has substantially increased.68%consumers report being more budget conscious than the previous month.However,the share of consumers who are optimistic about how their financial situation has increased by 11%.Q1.In the past month,do you find you

24、rself being more or less budget conscious when shopping than in previous months?Q2:Which of the following best describes how you expect your personal financial situation to change over the next month?72%70%74%67%69%67%68%8%8%8%8%9%10%6%20%22%18%25%22%23%25%Oct.Nov.Jan.Feb.Mar.Apr.MayChange in Budget

25、ing Over the Past MonthNo changeLess budgetconsciousMore budgetconscious36%40%44%34%40%39%51%31%28%24%26%27%25%18%33%33%32%40%33%36%31%Oct.Nov.Jan.Feb.Mar.Apr.MayExpected Change to Financial Situation Over the Next Month No changeGet worseGet betterNAVIGATOR Consumer intent to scale back spending on

26、 daily essentials including household repairs,groceries,gas,and household necessities slightly decreased.Q:Which of the following specific categories are you likely to scale back on over the next month?Please select all that apply.52%49%51%45%47%31%26%32%23%19%14%46%47%42%42%39%38%34%29%30%29%16%49%

27、42%41%39%38%37%27%27%27%25%22%21%13%Luxury goodsFashion/clothingDining outTravelEntertainmentElectronicsHouseholds repairs/upgradesGroceriesBeauty/groomingAuto/gasExercise/wellnessHousehold necessitiesNone of the aboveCategories Consumers Plan to Reduce Spending OnMarchAprilMayNEWNEWNAVIGATOR Consum

28、ers optimism toward the direction of the economy is inspiring an increase in plans to shop online,make unplanned purchases and buy name brands.Q.Thinking of your shopping habits over the past month,have you increased or decreased how often you do the following due to the current economic environment

29、?51%48%48%44%35%34%33%41%37%36%42%47%33%42%8%14%16%14%18%33%24%Buy store brand or generic productsBuy store brand or generic productsShop onlineShop onlinePut-off buying something I wantPut-off buying something I wantPut-off buying something I needPut-off buying something I needShop in storeShop in

30、storeMake unplanned discretionary purchasesMake unplanned discretionary purchasesBuy name brand productsBuy name brand productsShopping behavior changes due to the current economic environmentI am doing this MORE OFTEN than usualHow often I do this HASNT CHANGEDI am doing this LESS OFTEN than usualN

31、ET CHANGE:NET CHANGE:(MORE OFTEN LESS OFTEN)+43+43+34+34+32+32+30+30+17+17+1+1+9+9CHANGE SINCE CHANGE SINCE PREVIOUS MONTH:PREVIOUS MONTH:(NET CHANGE INC./DEC.)+4+4+28+28+3+3NEWNEW+15+15+20+20+17+17NAVIGATOR Re-evaluate media and marketing activations to align with consumer activity levels.Consumers

32、 are comfortable outside of their homes and activity levels are nearing pre-pandemic norms.As COVID fades to the background for many consumers,they appear particularly eager to resume special gatherings such as attending live events,traveling and going out to restaurants and bars.Consumers have also

33、 picked up regular routines such as going to their place of employment and exercising at the gym.Marketers should evaluate their media spend to more heavily invest in out of home and “on-the-go”formats.Highlight value-based messages to respond to the cautions set in motion by the threat of a recessi

34、on.Despite their optimism toward the direction of the economy,half of consumers believe there is a recession and report being more budget conscious than in the past.Budget concerns in the present are likely informing their preference for brands that are perceived to offer more value for money.Prepar

35、e for consumers to make trade-offs while purchasing across a number of categories.We are seeing consumers sense of financial strain accelerate as a larger swath of the population reckon with inflation and its ramifications.This will influence consumers purchasing decisions across essential and,espec

36、ially,discretionary items.Brands can help make these decisions easier by positioning their products in the context of value either something“more bang for buck”,or something that is going to retain value and utility for a near future when consumers expect their financial concerns to alleviate,or pos

37、itioning products as something priceless and worth spending money on.Implications for Marketers12Thank youAbout dentsuDentsu is the network designed for whats next,helpingclients predict and plan for disruptive future opportunitiesand create new paths to growth in the sustainable economy.Takingapeop

38、le-centeredapproachtobusinesstransformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.AspartofDentsuGroupInc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japanandour65,000-strongemployee-baseofdedicatedprofessionals work acro

39、ss four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation witha diverse,global perspective to drive client growth and toshape society.Web:;.Contact usInterested in regular insight into ever-changing consumers and an agency team that can turn insight into actionable strategy?Get in touchNAVIGATOR