2023年美國(guó)數(shù)字報(bào)告（英）-52正式版

USREPORTDiscoverthetrendsthat’lldominatetheUSin2023Inthisreport

Page1Intro

37TheexhaustedStates3ThenewAmericandream21ShakeitoffOK Virtualdoomer andme55 71ClickthedotstonavigateDatasetsincludedinthisreportGWIUSALaunchedinJuly2020,GWIUSArepresentsthehabits,behaviors,andattitudesof240millioninternetusersacrossall50states.WithAmericachangingfast,thisongoingstudytracksnewandemergingtrendsnottypicallycoveredbymarketresearchproviders,likeques-tionsaroundculturalidentity,race,andethnicity.

GWICoreCoreisourflagshipsurveyandtheworld’slargeststudyonthedigitalconsumer.Ourdatarepresentsover2.7bil-lioninternetusers,offers57k+datapoints,andtracks4k+brandsacross48mar-kets.Itneverstopsgrowing.Bythesecondhalfof2022we’llbein50markets,launchingourCorestudyinNorwayandChile.

GWIZeitgeistFieldedmonthly,Zeitgeistzerosinonthestuffthatmatters.It’stopical,timely,andrelevant.ThedatainConnectingthedotsdrawsonsurveyscarriedoutthroughout2022.Thisisarecontactstudy,whichmeansthatrespondentsalsotookpartinGWICore.

GWIKidsGWIKidsrepresentskidsaged8-15whousetheinter-net.Togetarealpictureoftoday’skids,youhavetogobeyonddemographicsandsimplyaskthem.Andwiththousandsofdemographic,behavioralandpsycho-graphicdatapoints,that’sexactlywhatwedid.Diveintothehopes,fears,dreamsandopinionsoftheyoung-estgenerationandfindoutexactlyhowtomovethem.DiscoverthedataonourplatformEverycharthasahyperlinkthatwillbringyoustraighttotherelevantquestiononourplatform.Youcantheninvestigatealldatabydemo-graphics,overtime,andamongyourownaudiences.AllthechartsthatuseGWIZeitgeistdataalsohavelinksthatwilltakeyoustraighttotherelevantquestiononourplatform.There,youcandigintothedatawithnocharge.That’sbecauseallGWIZeitgeistdataisfree–andalwayswillbe.

EachofthegraphsisnumberedMoreinformationcanbefoundintheAppendixsectionattheendofthisreportJustclickthisicontoexplorethedataontheplatformSourceInformationBaseaboutthesourceandbaseIntrYou’reabouttowitnessthestrengthofstreetknowledge360°consumerinsight.We’vetrawledthroughourdata,andporedthroughthenumbers.Herewebypresenttoyouthemostneed-to-knowCHASEBUCKLEtrendsforanyonelookingtounder-standtheconsumermindsetintheyearahead.Weseemtobesurroundedbycrisesrightnow,eachofwhichcanbeunder-stoodusingobjectivemeasurementsandscaleslikeGDP,CPI,globaltem-perature,andlossoflife.Butdifferentgroupsandculturesinternalizetheworldaroundthemindifferentways,leadingtodifferentoutcomes.Whatwegiveyouhereisthesubjectivesideofthings:howdoconsumersfeelaboutthesecrises?What’sthedeeperimpactonpeople’sworldviewsandpri-orities?Whataretheydoingdifferentlyasaresult?

Here’swhatyouhavetolookforwardtoConnectthedotsbetweenwhatpeoplesay,think,anddoUncoverthedeeplogicandcontradictionsthatmakeuptheconsumerpsycheLetdataandinsightpinpointtheupcomingtrendssettodom-inate2023Beinspiredandzeroinonwhatreallymatters

Themostneed-to-knowtrendsforanyonelookingtounderstandtheconsumermindsetintheyearahead2ThenewAmericandreamHowconsumersarecravingthesimplelifein2023byMOANATELLBUESCHER4TheAmericandreamisdead.Ornotquite.Butlikemanypeople,it’sstrug-glingalittle.Acrossvirtuallyallareasofourresearch,weseesignsofAmericansloweringtheirambitions,tradinganappetiteforsuccesswithmoremodestgoals.Whiletherewillstillbesomepost-pandemicsplashingout,2023islikelytoseesimilarchangesinspendinghabitsandinAmericancultureasweobservedduringtheGreatRecession.Theyearsafter2008sawAmericansdownsizeinnearlyeveryaspectoftheirlife,fromretirementtotheirchildren’sfuturetoeverydayexpenses.Similarchangesareonthehorizoninthenext12monthsasconsumersfaceuptoacostoflivingcrisis.It’safullcirclemomentforsome,asINeedaDollarbecomesalltoofamiliaragain.ThenewAmericandream

TheAmericandreamisdead.Ornotquite.Butlikemanypeople,it’sstrugglingalittle6StabilityissexyHere’stheheadline:Americansaregettingworriedabouttheirfinancialsecurity.51%ofthenation’sconsumersbelievethattheUSeconomywillgetworseinthenextsixmonthsandcon-fidenceinpersonalfinanceslookstobewaningtoo.Consumershavebecomemoreprice-consciousabouteverydayexpensesand,sinceQ22021,useofappstotrackspendinghasincreased9%.Budgetingisbackonthemenu.Lockdownsremindedconsumersofhowimportantpersonalrelationshipsare.34%saythatbeingpresentforfamilyandfriendsistheirmostimportantgoalinlife,anincreaseof7%fromlastyear.Atthesametime,thekindofYOLO(youonlyliveonce)attitudewesawwhenlockdownswereliftedisdisappearing.Havingagoalof“challengingmyself”isdown8%,while“tryingnewthings”isdown11%.ThenewAmericandream

APPUSAGEUseofappstotrackspendinghasincreased

Financialoptimismiscreepingbackdown1changeinthenumberofAmericanswhosaythefollowingwillgetbetterinthenext6months(comparedto2020)Personal/householdfinancesUSeconomy%change+34+41+31+29+30+19since2020+31+49+4-10-15-262020Benchmark(0)Q12021 Q22021 Q32021 Q42021 Q12022 Q22022GWIUSAQ22020-Q22022163,277Americansaged16+8What’syourdreamjob?“Idon’tdreamoflabor”Whileconsumersstillvalueawork-placewheretheycanchallengethemselvesandprogress,salary,ben-efits,andtimeofftakeprecedence.Boundariesarebeingset,andcareergoalshavebeenredefinedtofitthe“Iworktolive,notlivetowork”narrative.Andwithgoodreason,asUSwork-ersfacesomeofthehighestlevelsofburnoutandbeingoverworked.Strivingforsimplicityhasledsometomakebigchangestotheirworkinglife.Timeawayfromatraditional9to5hasallowedworkerstoexploreotheroptions,withthenumberwhoworkwhileontheroadortravelingincreas-ingby38%sinceQ32021.Thesearchforthesimplelifeisasmuchaculturaltrendasitisaneconomicone.Somestartthe#vanlifebecausetheyhaveto,othersbecausetheywantto.ThenewAmericandream

ChallengingthemselvesisrarelythepriorityatworkofAmericanswhoaren’tretiredandsaythefollowingaremostimportanttotheminaworkplace

2Salary/compensation75Work-lifebalance64Workbenefits(i.e.retirementbenefits)56Paidtimeoff51Careerprogression30WorkplacewhereIcanchallengemyself23GWIJulyZeitgeist20221,747Americanswhoaren’tretiredaged16-6410(Not)KeepingupwiththeKardashiansThisiskeyforbrandstounderstandin2023–especiallyinluxuryandpre-miumsectors.Whentimesarehard,statussymbolschange.Sometimessimplicityisthebiggestluxury,andpeoplepaygoodmoneyforit.Sincemid2021,there’sbeenan8%dropinthenumberofconsumerswhowantbrandstobe“exclusive”,whichmeansthatsomehigh-endbrandswon’tbeabletorelyontheirlogoasmuchastheyusedto.

Sometimessimplicityisthebiggestluxury,andpeoplepaygoodmoneyforitThenewAmericandream 12Americansarealsomuchmoremodestaboutthemselves.Theyseethemselvesaslesssophisticated,lesstrend-focused,andlessbotheredaboutshowingoff.Influencerscouldbenefitfromturn-ingoveranewleafandbrandingthemselvesasa‘genuinflencer’.ThenumberofGenZwhosaythatfol-lowinginfluencersisatopreasonforusingsocialmediahasdropped22%sinceQ22021,whileAmericansofallagesarelesslikelytoagreethatsocialmediaisgoodforsociety.Yetinterestininfluencersisstillthereandgrowing,increasingby16%year-on-year;anditwillprobablycontinuetogrow,aslongasthecontentsharedshiftsfromaspi-rationaltoinspirational.TheemergenceofsocialplatformBeReal,whichhasbrandeditselfasalifewithoutfilters,isalsodrivingachangeinonlineexpectations.Thishasclearedthepathformoreinspirationalmaterial–year-on-yearthenumberofGenZwhousesocialmediatofindinspirationisup12%.They’rejustlesslikelytobefindinginspirationthroughchasingsomeoneelse’sdreams.

3Thebiggestdecreasesinself-perceptions%ofAmericanswhoagreewiththefollowing,andtheyear-on-year%changeforeachstatement%Ienjoyentertainingguestsinmyhome30changeIseemyselfasanaturalleader2327-822-7Ihavesophisticatedtastes1615-10Iaminfluencedbywhat'scool/trendy1312-11Iwantmylifestyletoimpressothers1211Iliketobethecenterofattention10-98-13Q22021 Q22022GWIUSAQ22021&Q2202240,224Americansaged16+ThenewAmericandream 14GoodthingscometothosewhothriftInfluencersarejustthetipofbigchangesintheworldoffashion.“Outfitoftheday”inspirationwillcomelessfrominfluencersandmorefromyourlocalGoodwill,astakingnoteofwhatinfluencersarewearinghasdropped7%sinceQ22021.Economicdownturnsoftenpromptchangesinfashion,especiallywheninflationsendsthecostofmaterialssoaring.Whetherit’sthecomebackofindiesleazeorsomethingelse,2023’shotlookswillbeaproductofthisquestforsimplicity.Itwillalsoprovideaboosttothesec-ondhandfashiontrend.Comfortwithbuyingpreowneditemsisup12%year-on-year,andlittlewonderasthehuntforthenextbest#ThriftFliphasgar-neredover2.8billionviewsonTikTok.ThenewAmericandream 16BacktobasicsIfAmericansarelesskeenonimpress-ingothers,whatmighttheybeprioritizinginstead?Boundupintheseculturalchangesaroundsocialmedia,fashion,andotherareas,isanewfocusonmoreofflineactivities.Someofthefastest-growingper-sonalinterestsforGenZyear-on-yeararehandicrafts(+16%)andbooks/

literature(+15%).Bothhaveastrongpresenceonsocialmedia,andmakingyourownclothesisusuallycheaperthanbuyingthem.Buttheyalsoindi-cateascalingdownamongyoungpeopleintheironlinebehaviorinfavorofmorehands-onpastimes–especiallywheninterestingaming,television,technology,andcomputersarealldownamong16-25s.Your101guidetoGenZintheUSReportDon’tgetghostedbyGenZ.Here’showtomakethisgenerationfallinlovewithyourbrand.FindoutmoreThenewAmericandream18LifeintheslowlaneTheautomotivemarketisoneofthebestexamplesofjusthowdifferentlyconsumersegmentswillbehavein2023.SinceQ22020,there’sbeena121%increaseinthenumberinterestedinbuyingaFerrariorLamborghini.Attheverytopend,consumerswillstillwanttosplashout–evenifthey’remorediscreetaboutit.However,manycarownersseetheirvehiclesaslessofawaytoexpresstheirpersonalityandstatus–withthoseattitudesdecreasingby9%and14%,respectively,sinceQ22021.

Valueformoneyisalsothenewmottointheautomotiveworld.Morearekeentohaveavehiclethat’sascheapandeasytomaintainaspossible(+7%).Travelisanotherexampleofthistrendaffectingpeopledifferently.RichAmericansarereportedlyspendingmorethaneveronflashiervacations.Though,generally,interestinnewcul-turalexperienceshasdecreasedby8%sinceQ22021,whiletheimportanceoffamiliaritywiththedestinationhasincreasedby12%.Wantinggoodvalueformoneyhasalsotickedup.ReframingtheAmericandreamPeople’svaluesandprioritiesareboundtoshiftovertime–it’sthenat-uralprogressionofanysociety.ButwiththeAmericandreamsoheav-ilyembeddedinUSculture,awiderchangeinoutlookisnosmallfeat.Americanshaveultimatelyfashionedthemselvesanewdreambasedontherealitiesoftoday,onewithmoremodestambitions,andbrandsmustcatertoit.ThenewAmericandream

20ShakeitoffAmericancatharsisthroughmediabyTYLERASHE22RisinginterestsAmericansaren’tlivinginaTVshowlikethenamesakecharacterfromthe1998filmTheTrumanShow,norcantheyexactlyleavetheirworldlikeJimCarreydid.Butin2023they’llbelook-ingforanescapeandsomecatharsisintheworldthey’relivingin.Americansaredealingwithalotcomingoutofthepandemic-acostoflivingcrisisandsecurityconcernstonameacouple.Andit’stakingatoll.According

totheGeneralSocialSurvey,only19%saythey’reveryhappy,whichisbyfarthelowestit’sbeenin50years.Religionhasactedasanoutletfortoughtimesbefore,butotherpracticesandbeliefsarebecominggo-tos.Interestinreligionhasdeclinedinthelasttwoyears,whileinterestinspiritualityandastrologyareup.WhilewejokeaboutMercurybeinginretrograde,wecan’tjokeaboutabillion-dollarbusiness.

Weaccepttherealityoftheworldwithwhichwe’representedCHRISTOFTheTrumanShow(1998)Shakeitoff

24AppssuchasCo-Star(whichsharebirthchartsandhoroscopeswithusers)havecapturedtheattentionofventurecapitalists.Andevencelebritiesarecel-ebratingtheirlinkstothestars.Beyoncé,oneofthemost-streamedartistsintheworld,frequentlyshoutsaboutherVirgosign,includingatrackcalledVIRGO’SGROOVEonherlatestalbum.Othersaren’tlookingtothestarsforguidance,buttheyarelookingtomediaforanescape.Americansnowhaveamplestoriestoinvesttheiremotionsin.Withourresearchintotrendinggenres,wecanforecastwhatsortofmediawillresonatemostwithviewersandlistenersin2023.

Americansaretakinganinterestinastrology4%changeinAmericansinterestedinthefollowingsinceQ22020+11+10+8-60Astrology Meditation Spirituality ReligionGWIUSAQ22020&Q2202241,148USinternetusersaged16+Shakeitoff 26Safetyandtaxconcernshaveincreased5%ofAmericanswhosaytheyareworriedaboutthefollowing65oFInfectiousdiseasesandvirusesGunviolenceTaxincreasesTensionswithforeigncountries5853534548454540404140444342414532343636363838402727282729283538Outofthefryingpan,intothefireWhenthefirstlockdownsstarted,over80%ofAmericansthoughtthepan-demicwouldlast6monthsorless.Ofcoursethatdidn’thappen,andrestric-tionsweremostlyinplaceuntilmid-2021,afullyearlongerthanmostAmericanspredicted.Thepandemicsawmanyissues–over-runhospitals,masslayoffs,andahighdeathtollfromthevirusitself.Whenrestrictionsstartedtoeaseinearly2021,USconsumerswereprettyoptimistic

aboutthefuture.37%thoughttheUSeconomywouldgetbetteraswell.Today,thatnumberhasdecreasedtoonly18%.Nowacostoflivingcrisisisslashingbudgets,asconsumersstruggletopaytheirbills.FearsoftaxincreaseshavealsoworriedUSconsumers,withmanythinkingtheiralreadyscarcebudgetswillshrinkmore.Concernsaboutgunviolenceandgeopoliticaltensionshavealsorisen.15%ofUSconsumerssaythey’reneversatisfiedwiththeirlife,up6%fromlast

year-andoneofthefastest-growingsentimentsintheUS.Withallthatisgoingon,Americansdesperatelyneedcatharsis–awayofreleasing,ormanaging,thefrustrationthey’refacing.Formany,thisiscomingthroughthemediatheyconsume.MuchofthesituationAmericansfindthemselvesinisoutoftheircontrol,buttheycanchoosewhattheywatchorlistento.

Q2Q4Q1Q2Q3Q4Q1Q220202020202120212021202120222022GWIUSAQ22020-Q22022163,277USinternetusersaged16+Shakeitoff

28Truecrime,trueemotionsThefirstCrimeConin2017saw800fanspackedinahotel.In2022,theeventsaw5,000attend.Itnowhasplanstogointernational-andthere’sevenacruiseshipgatheringintheworks.We’renotsurprisedbythis.Whilethesubjectmattermaybemorbid,itmakessensewhyAmericansaresodrawntoit.Thestoryallowsforthelistenertoexclaimdisgustatthecrime,thenreliefwhentheperpetratoriscaught.Thelegalsystemsendstheperpetratoraway,andthejusticesystemprevails.Whetherornotthisending

happensinreallife,thelistenerdoesn’tcare.Theycanreleasetheiremotions,andescaperealityforalittlebit.OverhalfofAmericanssaytheylistentoaudio-bethatmusic,podcasts,audiobooks,ortalkradio-tohelpthemrelax,andover1in3sayithelpsreleasestressandanxiety.Withmentalhealthincreasinginimportance,consumersareturningtomediatohelpthemthroughtheday.Advertisersaretakingnoticetoo.OnlinementalhealthcompanyBetterHelpconstantlyoutspendsotheradvertisersonpodcasts.

AudiocontenthelpsAmericansrelax%ofAmericanswholistentoaudiocontentforthefollowingreasonsHelpsrelax/passthetimeSomethingtodowhileIdootherthingsItimprovesmymoodTohelprelievestress/anxietyExpandmyknowledge/learnnewthings

66150443836TruecrimeisoneofAmerica’sfavoritepodcastgenres,anditsawa21%growthinlistenersfromQ22020Shakeitoff

Toescapefromreality/beadistractionGWIZeitgeistAugust20221,909USaudiocontentlistenersaged16-64

3330Whilepodcastsboastadvertisementsfrommentalhealthcompanies,musichasgottenaggressive.Someofthefastest-growinggenresinthelasttwoyearsaremetalandpunk,alongsidehigh-BPM(beatsperminute)genreslikehouseandtechno.Meanwhile,thegenrefallingmostinpopularityisacoustic/singersongwriter,whichnotoriouslysitsonthequietsideofthevolumedial.Fansofmetalandpunk,asithappens,are15%morelikelythantheaverageAmericantoagreethatmentalhealthisimportant.Headbanging,asitturnsout,iscathartic.

Aggressivegenres7haveriseninpopularitychangeinAmericanlistenersofthefollowinggenressinceQ220200Gothic/grunge/deathmetal+22House/techno+16Punk+15Heavymetal+15Techno/trance+14Rap/Hip-Hop/drum'n'bass+9Electronic/EDM/dubstep+8Alternativerock+7Acoustic/singersongwriter-9GWIUSAQ22020&Q2202241,148USinternetusersaged16+

ThehottestUSentertainmenttrendsReportWhat’swinninginAmerica’sattentioneconomy?GetthestoryShakeitoff 32Catharsisonthecouch20%ofAmericanssaythey’veexperi- madeactionmoviesaspectacle.encedanxietyregularlyoroften,up32% Awayfromtheaction,Americansarefromtwoyearsago.Thepercentagewho alsointhemoodforlove.Timesofeco-feelanxiouswhilewatchingcontent? nomichardshipmakeromanticcomediesOnly3%.However,nearlyhalfindicate aparticularlypopulargenre.Screwballthattheywatchcontentasanescape/ comedies,thepredecessortorom-diversion.AmericansarewatchingTV/ coms,werebornintheGreatDepression.moviestodistractthemselvesfrom Romanceandromanticcomediesaswhat’sgoingonawayfromthescreen. agenreareup9%inpopularityinthelasttwoyears.LikeactionmoviesandOnthesmallscreen,viewershavebeen truecrimepodcasts,thesemoviesandsteadilylosinginterestinthenews.With showsarefullofclichésandtropes,buttheeconomicandsecuritycrisesgoing almostalways,thecharactersresolveon,Americansaretryingtoavoidit,and theirissuesandcometogetherforaanyanxietyitmaybringon–afeeling happyending.theyknowalltoowell.Sowhat’splay-inginstead?Action/superheromovies Thesemoreformulaicgenresareoppo-forone.Thisisn’tasurpriseasMarvel sitestotheworldAmericansfindthem-movieshavemadeover$10billion selvesin.PeoplearestrugglingtomakeinUSboxofficerevenue,andMarvel endsmeet.Safetyseemstobeatanaccountsfor4ofthe7mostwatched all-timelowbothathomeandabroad,showsonDisney+. andtaxhikesstillweighheavilyonthemind.Andtheycan’tdomuchaboutit.Americansseetheiractionshowsandmoviesasacatharticexperi- Whatcantheydo?TurnontheTVandence,knowinggoodwillalmostalways selectthemovieorshowthattheyknowovercomeevil,butthey’rekeptonthe willtakethemthroughanemotionaledgeoftheirseats.Thesestoriesare ride,butwillultimatelyendwellforthealsoexcitingfortheeye,asCGIhas goodguys.Shakeitoff

Actionandromancearegettingmoreviewers8%changeinAmericanviewersofthefollowingTV/moviegenressinceQ220200Action/superhero+13Sci-Fi+10Romance/romcoms+9Adventure+6Politics-10Business&finance-10News/currentevents-11Talkshows-12GWIUSAQ22020&Q2202240,126USTV/movieviewersaged16+34BeensodownandunderpressureEvenifAmericansknowthatthesestorieswillend,it’sthecatharticjourneyoftheprotagonisttriumphingovertheirfearsthatbringsthemback,andmaybetheyhopetotriumphoveranunpredictableandever-changingworld.Thenext12monthswillbeinterestingforAmericans.Someaspectsofthecostoflivingcrisisareimproving,butit’sstillleftaholeintheirwallets.Themidtermswillshapethepoliticalnarrativeforthenexttwoyears,andmaygiverisetonewfears.Inthatclimate,lifestylehabitsandmediapreferenceswillcontinue

toprovideemotionalrelease.Someoldfavoriteswillcontinue–Marvelmoviesarescheduledoutto2025,whiletruecrimewillbenefitfromapodcastmarketexpectedtogrow31%annuallyto2030.Otherthings–likeNewAgespirituality,high-BPMmusic,andromcoms–couldrepresentnewarrivals,bubblingupfromsubculturesandfandoms.Thefinalwordtosumupwhatconsum-erswanttodoin2023shouldgoonceagaintoBeyoncé,fromhernumber1hitBREAKMYSOUL:Releaseyaanger,releaseyamind.BEYONCéBREAKMYSOULShakeitoff

36TheexhaustedStatesofequalityHowAmericanswantbrandstoapproachsocialjusticein2023byLAURACONNELL38InMay2020,theBlackLivesMatter(BLM)protestsinresponsetothemurderofGeorgeFloydleftadeepimpressioninAmericaandaroundtheworld.Sincethen,widerattentionhasmovedtoahostofsocialjusticeissuesincludingwomen’srights,theLGBTQ+community,andclimatechange.Astheemotionallaborofthelasttwoyearshastakenatoll,interestinequal-ity,socialissues,andvolunteeringareindecline.Accordingtoourdata,fatigueisreplacingfightingspirit.Since2020,thekeythemehasbeen“weneedtodobetter”.Butasotherprioritiesweighonconsumers’mindsin2023,theywillbeincreasinglytiredofhearingthatmessagefrombrands.Theywillwantevidencethatbrandshaveactu-allycreatedchangeforAmerica.

ShiftingfocusLesstalk,moreaction.It’sanobviousstatement,butonethatcontinuestobetopofmindforconsumers.Overthepasttwoyears,wheneversocialjusticehasbeenontheagenda,con-sumersentimenttowardbrandshasbeenconsistent.Theywantaction,impact,andresults–notmeaninglessPRpushes.AftertheinitialBLMprotestsin2020,USconsumerswantedbrandstoreviewtheirhiringpolicies–insteadofshow-ingsupportviasocialmedia.

DuringPridein2022,USconsumers’toppriorityforbrandswastoedu-catepeopleonLGBTQ+issuesandmisconceptions–notchanginglogosandpackagingtorainbowcolors.AfterRoev.Wadewasoverturned,UScon-sumerswantedbrandstoprovidepaidleaveforwomen’shealthissues–ratherthanshowsupportonsocialmedia.In2023,brandsshouldtakethesemes-sagesfromconsumersinthelasttwoyearsasabsolutetruth-shiftyourfocustoassistance,education,andaction.TheexhaustedStatesofequality

40Consumerswanttoseepracticalbehaviorsfrombrands9Most/leastimportantbrandactionforeachsocialcause,basedonthe%ofAmericanswhowantcompaniestodothefollowingtosupportitMostimportantPaidleaveforwomen'sEducatepeopleonReviewhiringpolicieshealthissuesLGBTQ+issuesOverturningPrideMonthBlackLivesRoev.WadeMatterPostsupportivemessagesChangepackaging/ShowsupportviaonsocialmedialogostorainbowcolorssocialmediaLeastimportantGWIZeitgeistJuly2022?May2022?CoronavirusStudyWave55,110USinternetusersaged16-64?4,154USinternetusersaged16-64?1,351USinternetusersaged16-64TheexhaustedStatesofequality4242BreakingoldpatternsThesefeelingswillbecomemoreacuteinthenext12monthsasanuncertaineconomy,coupledwithasenseofcom-passionfatigue,willforceconsumerstoprioritizewhatthey’rereallyconcernedabout.Alongsideinfectiousdiseases,electionintegrity,andjobsecurity-policebru-talityandracialrelationsareamongthefastest-fallingworriesforconsumersintheUSsinceQ42020.Incontrast,inlinewithcurrentworldevents,someofthefastest-risingconcernsaretensionswithforeigncountriesandtaxincreases.Onthesurface,thesefiguresappearencouragingbecausetheysuggestsomeprogresshasbeenmade,butit’sagoodexampleofhowalthoughwemightseea