Dynata, the world’s largest first-party data company for insights, activation and measurement, today released its latest Global Consumer Trends survey.
The survey explores the attitudes and behaviours of 11,000 people across 11 countries, aiming to better understand how evolving economic and social factors are impacting consumers across the world.
This instalment of the research series focuses on people’s feelings about the year ahead, their personal finances and mental health.
2023 OUTLOOK
- Globally, people are more optimistic (42%) than pessimistic (34%) about the year ahead.
- Optimism is highest in China (76%), the United States (49%), Australia (47%) and Canada (46%).
- In the U.S., 26% are “very optimistic”, compared to France (9%), Netherlands (8%) and Italy (7%).
- Gen Z (60%) and Millennials (52%) feel more optimistic than Gen X (36%) and Baby Boomers (28%).
- Inflation is the No. 1 concern for consumers globally and across all age groups — except in China, where consumers are worried most about the ongoing impacts of COVID-19.
- Younger generations worry more than older generations about unemployment (41% of Gen Z vs. just one in five Baby Boomers), gender equality (36% of Gen Z vs. 17% of Baby Boomers) and LGBTQ+ rights (29% of Gen Z vs. 13% of Baby Boomers).
PERSONAL FINANCES
- Globally, more than six in 10 people (61%) say their personal finances have changed during the past year — and of those, more are likely to say their finances have worsened (33%) than improved (28%).
- Across the world, an increasing proportion of consumers are struggling to make ends meet — and more are falling into debt. The percentages of those who agree with these statements increased in every country between August 2022 and January 2023.
- People in the U.S. (48%), Japan (47%), Australia (44%) and Spain (43%) were most likely to be struggling to make ends meet as the year began.
- Gen Z, Millennials and Gen X are experiencing more financial hardship than Baby Boomers — and at higher levels than last Q3.
MENTAL HEALTH
- Half of people globally (49%) say their mental health has changed since before the pandemic.
- Of those: Slightly more people self-report feeling better (26%) than worse off (23%) mentally, with the most positive improvements found in China (59%), the U.S. (34%) and Canada (28%).
- Financial problems (43%) are the top-cited factor globally for those whose mental health has declined — including by more than half of consumers in the U.S. and Spain (both 53%), and Australia (52%).
- Talking about mental health was once considered taboo. Now, half of people globally (50%) are comfortable discussing it openly. The highest figures are found in China (61%), the U.K. and U.S. (both 58%).
- Compared to 2019, women of all ages (26%) report worse mental health than men (19%).
