Attest：2022年美國消費者趨勢報告

2022US

Consumertrends

report

2

From

the

CEO

JeremyKing

Attest

W

hetheryouwanttofindinspirationforyournextmarketingcampaign,understandhowtobetterreachyourtargetconsumers,orgetasteeronNPDfor2022,ourconsumertrendsreporthastheinsightsyouneed.

Lastyear’sconsumertrendsreport

wascarriedoutinSeptember2020,beforethestartoftheCOVID-19vaccinationprogrammeandcenteredaroundpandemicbehaviour.Thistimearound,welookathowAmericans*arefeelingnowthat59%ofthepopulationarefullyvaccinatedandCOVIDrestrictionshavebeenliftedinmanystates.

TheshiftintheUS’ssituationhashadaninterestingimpactonthemessagingconsumerswanttohearfrombrands,yetpeoplearebynomeansfeelingcertainaboutthefuture.Therearemultipleissuesinfluencingconsumeroutlook,liketheeconomy,coronavirusandclimatechange.

WeseeothernotabledevelopmentswhenitcomestotheissuesAmericansmostwantbrandstotakeastandon,andwherethey’regoingtointeractwithbrands(helloTikTok!).

Andwegetevidencethatourshopping

andworkinghabitshavebeenpermanently

changedbythepandemic(youcandig

intothedatayourselvesinour

interactive

dashboard

).

Intermsofopportunities,weexplorewhere

differentdemographicsareplanningto

spendtheirmoney,whatthey’redoingwith

leisuretime,andtheshapeoftheirlives

asweheadinto2022.Finally,weknowit’s

notallabouttheUS,sowe’vethrownin

acasestudywithunicornbuy-now-pay-

laterbrandKlarnalookingathowthey’ve

masteredglobalexpansionbygettingan

understandingofconsumersinnewmarkets.

Ifyouhaveanycomments,questionsor

ideasafterreadingour2022USconsumer

trendsreport,pleasedosharethemwithus:

hello@

.

*surveyof2,000working-ageUSconsumers

carriedoutinNovember2021

3

Contents

01

The2022consumer

-whattoday’s

consumerlookslike

04

Shopping&spend-

ingtrends-where

andhowpeople

arespendingtheir

money

07

Howtomaster

globalexpansion

likeKlarna

02

Sentimenttrends

-howthenationis

feeling

05

Lifestyletrends-

howtheshapeof

societyischanging

03

Marketingtrends

-howconsumers

wanttohearfrom

brands

06

Mediaconsumption

trends-whatpeople

arewatching,

listeningtoand

reading

The2022consumer

37%favoronline

shoppingfornon-

foodproducts

19%gotanew

petduringthe

pandemicbutonly

7%arehaving/

recentlyhada

baby

47%aretryingto

improvetheirfitness

36%wantbrandsto

takeactiononpoverty

30.5%aresaving

upforaholiday

65%oftheworking

populationWFHat

leastonedayaweek

57%wanttohearhumorousmessagingfrombrands

WeusedourUStrends

datatovisualizewhat’s

topofmindforthe2022

consumer...

02

Sentimenttrends

6

Coronavirusisstillahottopic

Whilewemightbeinrecoverynow,coronavirus,asitturnsout,isstillthenumberonetopicofconversationamongAmericans.Togetasteeronpublicsentimentingeneral,weaskedpeopletotellusaboutthetopicsthey’recurrentlytalkingaboutwiththeirfriends,andCOVID-19isstillthesubjectoneverybody’slips.

Politicsalsofeaturedstrongly,withpeople

discussingrisinggasprices,inflation,and

thejobmarket.Besidethenewsagenda,

lotsofpeoplearesharingtheirplansforthe

holidays.And,ofcourse,sportisalwaysa

commontalkingpointforAmericans!

Americansare

cautiouslyoptimistic

Overall,themoodofthenationiscautiouslyoptimistic.Peoplearemostlikelytodescribethemselvesasfeeling‘somewhatpositive’atthemoment(37%),althoughthesecondlargestpercentage(29%)saythey’refeeling‘verypositive’.Afurther20%feelambivalent(feelingneitherpositivenornegative)andonly14%feelnegatively.

However,there’sonedemographicthat’sfeelingmorepositivethantherest-over36%ofMillennials(aged26-40)saytheyfeel‘verypositive’atthemoment,andwe’llseelaterhowthishasanimpactonhowthey’respending.GenZ(aged18-25)arealsomoreoptimisticthantheiroldercounterparts;32%feelverypositiveversus24.5%ofGenX(aged41-55)and22%ofBoomers(aged56-66).

20%Neither

positiveornegative

3%Verynegative

Howpositiveare

youfeelingatthe

moment?

29%Verypositive

37%Somewhat

positive

10.5%Somewhat

negative

7

2nd

3rd

47%

makethemfeel

motivated

Wantbrandsto

Wantbrandsto

beeducational,

thought-

provokingand

reasurring

It’sworthnotingthatMillennialsover-indexforbothmotivationalandeducationalmessaging,whilereassuringmessagingespeciallyresonateswithGenXrespondents(39%).Inclusivemessaging-messagingthatmakespeoplefeelseenandincluded-isleastpopularoverall(28%),althoughGenZvaluethisfrombrandsmost(23%).

Brandmessaging

shouldraiseasmile

That’snottosaythatmotivationalmessagingisdeadinthewater,farfromit.Insecondplaceisbrandmessagesthatmakepeoplefeelmotivated,with47%ofthevote.Educational,thought-provokingandreassuringmessagingallmoreorlesstieforthirdplace.

Withfolksfeelingmorepositive

aboutthefuture,whatkindof

messagesdotheywanttohearfrom

brandsrightnow?Whenweasked

respondentstochoosetheirtop

threetypesofmessaging,57%said

theywantedbrandstomakethem

laughandentertainthem-theoldest

demographicespecially(66%).

57%

Wantbrandstomakethemlaughandentertainthem

What’sinterestingisthatwhenweasked

39%

ofGenXappreciate

reassuringbrand

messaging

peoplelastyearhowtheywantedbrandsto

makethemfeel,onlyatiny4%said‘amused’.

Thedataisnotdirectlycomparablebut

westillseeabigshiftinpriorities;then,

Americansmostwantedbrandstomake

themfeelinspiredandmotivated,butnow

theworldisstabilising,they’reseekingout

entertainmentagain.

8

Whichtypesofbrandmessagesappealtoyoumostatthemoment?

57%

Humorous

makemelaughandentertainme

9

47%

37%

Motivational

makemefeelmotivatedandinspired

34.5%

Educational

educatemeandhelpmelearnnewthings

34%

Thought-provoking

makemethink/challengeme

34%

Reassuring

makemefeelsafeandgoodaboutmy-self

18%

Inclusive

make

mefeel

seenand

included

Brandsneedtotakea

standonpoverty

Therehavebeenaraftofbigissueshittingtheheadlinesoverthelast12months,butwithsomanyworthycausesit’shardforbrandstoknowwhichonestogetbehind.WhenweaskedAmericanstochoosethetopthreeissuestheywantbrandstotakeastandon,thewinnerwaspovertyandinequality.Justover36%saidthiswassomethingbrandsshouldbetakingactionon,nodoubtreflectingthestrugglelotsofpeopleareexperiencingwithrisingprices.

Racismcamesecond,butonlybyafewfractionsofapercentagepoint.YoungerAmericansfeelmorestronglyaboutthisissuethanolderones;46%ofGenZwantbrandstotackleracismversus30%ofBoomers.

Climatechangeisthethirdbiggestissueconsumers

10

wantbrandstorepresent(31%),whilewomen’srights(24%)andanimalwelfare/wildlifeconservation(23%)areinfourthandfifthplace,respectively.Wecanseethatpeople’sprioritiesseemtohaveshiftedsincelastyear’sreport,whenanimalwelfarewasnamedasthetopicpeopleweremostinterestedin(althoughthedataisnotdirectlycomparable).

What’salsointerestingisthatnearlyaquarterofAmericans(24%)statetheydon’twantbrandstotakeastanceonpoliticalissuesatall.Thissuggeststhatbrandsare

Thetopicsthatpeopleareleastinterestedinbrandsrepresentingareageism(7%)andLBGTQ+rights(14%).Withmanybrandschampioningsexualinclusivity,thismighthighlightaslightmisstepbetweenwhatpeoplereallyfeeltheyshouldbeshoutingabout,althoughyoungerpeopleshowmuchhigherinterestinLBGTQ+rightsthantheiroldercounterparts(27%ofGenZselectitasatopissueversus6%ofBoomers).

betteroffnotadoptingcausesiftheyonlyintendtomaketokenisticeffortstorepresent

them-it’svitalto

beauthentically

purpose-driven.

7%

Ageism

14%

LBGTQ+

rights

31%

ClimateChange

23%

Animalwelfare/wildlifeconservation

24%

Idon’twantbrandstobepolitical

24%

Women’s

rights

22%

Disabilityrights

Whichofthefollowingissues,ifany,doyoumostwantbrandstotakeastandon?

36%36%

PovertyandRacism

inequality

03

Marketingtrends

GenZhavethelowest

receptivenesstoemail

USconsumershaveperhapsreceivedmorecommunicationsfrombrandsduringthepandemicthantheynormallywould-sohasthisaffectedtheirreceptivity?Comparinglastyear’sresultstothisyear,wecanseethatthere’sactuallybeenanincreaseinthepercentageofpeoplehappytoreceiveemailmarketingonadailybasis(17%versus14%in2020).Buttheoveralltrendisslight-lydown;62%arehappytohearfrombrandsatleastonceaweek,comparedwith65%in

2020.

Millennialshavethemosttoleranceforfrequentlyhearingfrombrandsbyemail,over-indexingfor‘daily’and‘severaltimesaweek’,whileBoomershavetheleast.However,lookingatreceptivitytoemailoverall,GenZareleastlikelytowelcomethisformofcommunication;53%arehappytoreceiveemailmarketingatleastonceaweekversus66.5%ofMillennials,63%ofGenXand58%ofBoomers.GenZarealsothedemographicmostlikelytonotwanttohearfrombrandsintheirinboxatall(18%).

Howoftenareyouhappytoreceiveemail

marketingfrombrandsyou’reinterestedin?

17%

Daily

Daily

19%

Severaltimesaweek

26%

Onceaweek

10%

Onceafortnight

11%

Onceamonth

7%

Lessfrequentlythanonceamonth

13%

Notatall

43%

38%

29%

21%

2020

2021

Brandinteractionon

socialmediaisup

15%

Somegoodnewsformarketersisthat

morepeopleareinteractingwithbrands

onsocialmediathanin2020.The

percentageofAmericanswhosaythey

don’tinteractwithorfollowbrandshas

25%

decreasedfrom23%to17%.However,

thegrowthcanonlybeseenonone

platform...

Youguessedit,it’sTikTok;brandinteractiononthe

platformhasrisenfrom15%to25%.Thisisdriven

byGenZ,45%ofwhomsaythey’reconnectingwith

brandsontheplatform.Facebookremainsthemostpopularplatformforinteractingwithbrandsoverall(60%)butitdoesn’tchalkupnotablegrowth.

Meanwhile,Instagramseesadecreaseinpeopleusingittointeractwithbrands,decliningfrom43%to38%,andTwitteralsotakesahit,droppingfrom29%to21%.ThisdatasuggeststhatTikTokisnowabetterplatformforbrandsthanTwitter,aswellasSnapchat(20%)andPinterest(19%),bothofwhichremainstaticintermsofgrowth.

Thisyear,wealsoincludedvideoplatformsinthesurvey,anddiscoveredthat48%ofAmericansinteractwithorfollowbrandsonYouTube,makingitthesecondbestplatformforbrandsbehindFacebook.Meanwhile,aburgeoning8%followbrandsonrelativenewcomerTwitch(mostlyGenZ).

Intermsofwhichplatformsthedifferentdemographicgroupsfavorforinteractingwithbrands,GenZisalloverInsta(62%)andYouTube(57%),MillennialsloveFacebook(69%)andYouTube(55%),whileGenXandBoomersshowastrongpreferenceforFacebook(66%and55%respectively).

14

2020

2021

2020

2021

15

Twitch

Pinterest

Facebook

60%

8%

17%

Onwhichofthefollowingplatforms,ifany,doyouinteractwith/followbrands

you’reinterestedin?

Idon’tinteract

with/followbrands

onsocialmedia

19%

Snapchat

20%

21%

48%

Twitter

25%

Youtube

38%

TikTok

Instagram

04

Shopping

&spending

trends

It’sbadnewsfor

themainstreet

Ecommercehasbenefitedenormouslyfromthepandemicbutistheonline/offlinesplitreturningtonormalnowphysicalstoresarebackopenagain?OurdataindicatesthatAmericansstillfavoronlineshopping;37%saythey‘mostly’or‘always’shoponlineforproductsexcludingfood,while30%splittheirshoppingbetweenonlineandoffline.Afurther32%shop‘mostly’or‘always’in-store,showingthatthescalesarestillweightedintheinternet’sfavor.

Millennialsarethedemographicmostlikelytofavoronlineshoppingoverall;45%alwaysormostlyshoponline.Thiscomparesto40%ofGenZ,36%ofGenXand24.5%ofBoomers.Boomersaretheonlydemographictofavorshopping

in-store;49%saytheyshopmostlyoralwaysin-storefornon-foodproducts.

Whichofthefollowing

bestdescribeswhere

you’rebuyingthingsatthe

moment(excludingyour

regularfoodshop)?

11%

Always

online

17

26%

Mostly

online

30%

Anevensplitbetweenonlineandin-store

31%

23%

Mostly

in-store

9%

Always

in-store

Whichofthefollowingbestdescribeshowyou/yourhouseholdshopsforfoodatthemoment?

19%anevensplitbetweenonline

Supermarketsarestill

topsforfood

WhileAmericansmightprefertoordernon-foodproductsonline,whenitcomestogroceries,they’restillmorelikelytodoittheoldfashionedway.Only21%shopforgroceries‘mostly’or‘always’onlineversus60%whoshop‘mostly’or‘always’in-store.Afurther19%splittheirfoodshoppingbetweenonlineandoffline.

Boomersarethemostweddedtothesupermarket,with81%alwaysormostlyshopping

there(only9%favoronlineshopping),andGenXalsoshowastrongpreferenceforit(60.5%choosein-storeversus19.5%whochooseonline).

MostlikelytoshopforfoodonlinearetheMillennials;29%favorit.However,agreater48%optforin-storeshopping.Meanwhile,20%oftheyoungestdemographic,GenZ,choosetobuygroceriesonlineand56%prefertogotothesupermarket.GenZarethedemographicmostlikelytosaytheysplittheirfoodshoppingbetweenonlineandoffline(23%).

32.5%

always

in-store

27.5%

mostlyin-store

7%always

online

13%mostlyonline

18

Peoplearewatching

thepennies

10%Veryfreely

17%Fairlyfreely

Inlinewiththeconcernspeople

haveabouttheeconomy,it’s

nosurprisethatconsumersare

watchingtheirpennies.Americans

aremostlikelytosaythey’re

spending‘fairlycautiously’at

themoment(32%),while16%are

spending‘verycautiously’-that’s

atotalof49%whoarespending

cautiouslytosomedegree.

Thesecondlargestpercentage(25%)

arespendingaveragely(neitherfreelyor

cautiously),while26.5%describethemselves

asspendingfreely,includingalucky10%who

arespending‘veryfreely’.

25%Neither

freelyorcautiously

Butfrugalnessdoesn’tapplytoeveryone;

thereisamarkeddifferencebetween

howyoungerpeopleandolderpeopleare

spending.Millennials,inparticular,are

significantlymorelikelytobespendingfreely.

Justunder16%saythey’respending‘very

freely’(versus1%ofBoomers)and21%are

spending‘freely’(versus13%ofBoomers).

Ontheotherhand,theolderyouare,themore

likelyyouaretobespendingcautiouslyat

themoment;66.5%ofBoomerssaythey’re

spendingcautiously,versus54.5%ofGenX,

38%ofMillennialsand38%ofGenZ.

32%Fairlycautiously

16%Verycautiously

Whichofthefollowing

bestdescribeshow

you’respendingmoney

atthemoment?

19

7%

5%

8%

Millennialssavethemostmoney

IfAmericansarespendingcautiously,doesthatmeanthey’resavingtheirmoney?Bythelooksofit,weareputtingcashasideforarainyday,withthevastmajorityofpeople(90%)sayingtheysavemoneyeachmonth.Thesinglelargestpercentageofpeople(14%)savebetween$76to$100permonth,whileafurther7%savebetween$51to$75,12%putaside$26to$50,and8%savelessthan$25.That’satotalof42%whosaveupto$100eachmonth.

However,thereare36%ofpeoplewhosaytheysaveinexcessof$100permonth,including13%whosavemorethan$250.Millennialsover-indexforsavingmorethan$250amonth(15%)andare

thedemographicmostlikelytobesavinghigheramountsoverall.41%ofMillennialssavemorethan$100everymonth,versusathirdofGenZandGenXand30.5%ofBoomers.

Meanwhile,Boomersarethegroupmostlikelytonotsaveatall;14%versus8%ofGenX,7%ofMillennialsand12%ofGenZ.Soitappearsthateventhoughyoungerpeoplearespendingmorefreelythantheiroldercounterparts,they’realsosavingmore.

Andwhilewedidn’taskthisquestioninlastyear’strendsreport,wedohavedatafromOctober2019,when22%ofAmericanssaidtheyhadnosavings.Today,only10%saytheydon’ttrytosavemoneyeachmonth.Thiscouldindicatethatpeoplearemorelikelytobeputtingmoneyasidepost-COVID.

10%None

Lessthan$25

12%Between$26-50

7%Between$51-75

14%

Between$76-100

Howmuchmoneydoyou

activelyaim

tosaveeach

10%

Between$101-150

Between$151-200

Between$201-200

13%

20

Morethan$250

12%Variableamountseachmonth

Americansarehankeringforavacation

Intermsofbigticketitems,24%ofpeoplearesavingforanewvehicleand10%foramortgagedeposit.Again,it’stheMillennialswholeadthewayhere,withasignificant30%planningtobuyanewvehicleand16%savingforahome.

Millennialshavemadeup

thelargestshareofhomepurchasemortgage

applicationsforthelastfiveyears

andourdatashowsthisdemographicwillcontinuethetrendin2022.LeastlikelytobeinthemarketforanewvehicleorhomearetheBoomers;15%and5%aresavingforthem,respectively.

Reflectiveofthelifestagethey’reat,it’salsoMillennials(aged26-40)whoaremostlikelytobesavingforawedding(11%)orbabyequipment(9%).They’realsomostlikelytobesavingforanewbusinessventure(12%),acelebrationorparty(12%)andcosmeticsurgery/dentistry(8%).

Ahouse?Acar?Justwhatis

itthatAmericansaresaving

forrightnow?Accordingto

oursurvey,whichwasrunin

November2021,it’sChristmas.

Morethanathirdofpeople(38%)

weresavingupfortheholidays.

Behindthis,it’savacationortrip

(30.5%),indicatingthatabounce-

backforthetravelandtourism

industryisonthecards.Boomers,

especially,havetheirheartsset

onavacation(36%).

Anothersectorthatlookssettobenefit

ishomeimprovements;22%ofAmericans

aresavinguptomakeupdatestotheir

homes.Thisseesthecontinuationofthe

DIYtrendsparkedby2020’sstayathome

orders.Inlastyear’sreport,morethanhalf

ofAmericans(54%)agreedtheyweremore

likelytospendmoneyonitemsfortheir

homes/homeimprovementsthantheywere

beforethepandemic.Thisyear,weseeit’s

Millennialswhoaremostfocusedonhome

improvements(27%areplanningthem).

21

Areyousavingmoneyforanyofthefollowingthingsatthemoment?

38%Christmas30.5%Vacationortrip24%Newvehicle

12%22%Homeimprovements

10%Mortgagedeposit

8%Celebration/party

8%Newbusinessventure

6%Wedding

6%Babyequipment

6%Cosmeticsurgery/dentistry

10%Other

8%None

Shoppingisthemost

popularpastime

Butthere’ssomegoodnewsfortheretailindustry-theactivitythatAmericansaremostlikelytobedoingfrequentlyatthemomentisshopping;ahuge60%ofrespondentssaytheygoshoppingweeklyordaily.Incomparison,only29%aredoingasportingactivitywiththisfrequency,and22%aregoingtoagroup,cluborclass.

Localtourismappearstoberecovering,with67%ofpeoplegoingforadayouteithermonthlyormorefrequently.GenZ,especially,aregettingoutandaboutvisitingplaces;79%arehavingadayoutatleastonceamonth.

Clubbingistheleastpopularactivityoverall(78%rarelyornevergotoanightclub),althoughwewouldexpectthisgiventhatit’spredominantlyanactivityforyoungpeople.However,evenwhenwelookattheactivitiesbydemographic,wesee67%ofGenZare-forthemostpart-avoidingtheclubscene.

Oursociallivestookahitduring

thepandemicand,althoughalarge

percentageofthepopulationisnow

vaccinated,noteveryonefeelsready

topickupwheretheyleftoff.Nearlya

quarterofAmericans(24%)saytheyare

socializingwithfriendslessfrequently

thanonceamonthornotatall,and

afurther13%areonlyseeingfriends

aboutonceamonth.Thetwoolder

demographicsaremorelikelytobe

avoidingsocialcontactthantheyounger

ones;31%ofbothBoomersandGenZare

seeingfriendslessthanonceamonth

versus20.5%ofMillennialsand12%of

GenZ.

Wealsoseethatgoingoutforadrinkhasbecome

quiteanunpopularpastime;61%saythey’regoing

lessfrequentlythanmonthlyornotatall.Thisis

especiallytrueforBoomers,76%ofwhomrarelyvisit

abar.However,even53%ofGenZareshunning

barsrightnow.

Ontheplusside,businesslookstobestrongforthe

restaurantsector,with45%ofpeopleeatingoutat

leastonceaweekand32%diningoutonceortwice

amonth.Thebiggestconsumersoffoodoutside

thehomeareMillennials(52%eatatarestauranta

minimumofonceaweek),followedbyGenZ(49%),

GenX(41%)andBoomers(35%).

23

Approximatelyhowoftendoyoudo

thefollowingthingsatthemoment?

9%

Gooutfor

ameal

15%

8%

=Daily

=Weekly

=Fortnightly

=Monthly

=Lessfrequentlythanmonthly=Notatall

11%

20%

36%

6%

Gooutfor

adrink

16%

7%

10.5%

18%

43.5%

4%

Gotoa

nightclub

14%

64%

6%5.5%

6%

10%

27%

Gofora

dayout

10%

20%

21%

12%

11%

5.5%

9%

18%

38%

Doasporting

activity

18%

8%

14%

5.5%

Gotoagroup,

8%

cluborclass14%

51%

24%

Socializewith

friends

16%

8%

9%

29%

13%

9%

Go

shopping

51%

11%

17%

9.5%

3%

05

Lifestyletrends

26

Americansaren’tgoingbacktotheoffice

Anincreaseincompaniesallowingflexibleworkingisonebenefittocomeoutofthepandemic,andourdatashowsthemajorityoftheworkingpopulationistakingadvantageofthis.While29.5%ofrespondentswhotookoursurveydon’twork,andafurther24%doworkbutnotfromhome,theremainderareworkingfromhomeatleastonedayaweek(thisequatesto65%oftheworkingpopulation).

There’samoreorlessequalsplitbetweenthepeoplewhoareworkingfromhomeallthetime(16%saytheyWFHfivedaysaweekormore)andthosewhoaresplittingworkevenlybetweenhomeandtheoffice(15%ofAmericansareworkingfromhometwotothreetimesaweek).

Mostlikelytoworkfromhomeallthetimeare

GenX(19%),whichcouldbebecause-aged

between41-55-they’relikelytobeinmore

seniorpositions.But,conversely,they’realso

thedemographicmostlikelytoneverworkfrom

home(27%).Thiscouldalsobebecauseoftheir

seniority,whichrequiresthemtobeon-site.

29.5%Mostlikelytoenjoytheflexibilityofthenew

Idon’tworkworkingenvironmentoverallaretheMillennials;

27%workfromhomebetweentwotofourdaysperweek.Thiscomparesto24%ofGenZ,15.5%

24%thedemographicmostlikelytonotworkatall:

ofGenXand11%ofBoomers(butBoomersare

0days47%).

Howmanydaysperweekdoyoutypicallyworkfromhomeatthemoment?

16%5ormore

4%1day

7%

2days

8%

3days

5%

4days

7%

Itvaries

Wellnessisa

priority

Fitnessisonelifestyletrendthatlookssettobehugein2022;47%ofAmericanssaythey’retryingtoimprovetheirfitnessrightnow,whileafurther46%aretryingtoloseweight.GenZ

areespeciallyfocusedongettingfit,withmorethanhalf(51%)pursuingthisgoal.Meanwhile,it’sGenXandtheBoomerswhoaremostlikelytobetryingtoloseweight;halfofbothdemographicsarehopingtoshedpounds.

Whenthepandemichitlastyear,

manyyoungadults

movedbackinwiththeir

parents

,butourdatasuggeststhattrendhasstartedreversing.Nearly22%ofGenZand28%ofMillennialssaytheyareplanningtomovehome(orhaverecentlymoved).However,theolderdemographicsarealsoonthemove,with16%ofGenXand14%ofBoomerslookingfornewhomes,indicatingthat

rocketinghouseprices

27

and

rentalprices

arelikelytocontinuetheirupwardtrajectory.

AccordingtoCDCdata

,thepandemicdidnotleadtoababyboomaspreviouslypredicted.Instead,therehasbeena5-10%decreaseinbirthsnationwide.Nationally,birthrateshavebeentrendingdownwardforyearsanditdoesn’tlooklike2022willbuckthetrendeither;only6%offemalerespondentstooursurveyareexpectingababyorrecentlyhadone,

Meanwhile,the

marriagerate

isatthelowestlevel

sincetheUSgovernmentbegankeepingmarriagerec