For those who’re searching for solutions about the way forward for America, you’re in the precise place.

This yr we’re introducing 5 US traits that we’re satisfied will form the lives of American customers in 2023.

Every matter has information from our distinctive information units, together with our American-specific examine GWI USA, and our month-to-month Zeitgeist analysis. Our group of skilled analysts has recognized precisely what you must know, reworking our information into traits that may put any firm ten steps forward on this fast-changing nation.

See every pattern in full as a part of our Connecting the dots report, and hold studying on for a rundown of what manufacturers ought to count on subsequent yr.

Individuals are striving for simplicity 

Individuals’ future financial outlook isn’t good. 51% of US customers imagine that the US financial system will worsen within the subsequent six months and confidence in private finance appears to be like to be reducing too. Shoppers have grow to be extra price-conscious about on a regular basis bills and, since Q2 2021, the usage of apps to trace spending has elevated 9%. Budgeting is again on the menu.

This has manifested itself in a variety of methods, however one, particularly, is how we’re seeing Individuals make massive adjustments to their working life. Time away from a standard 9 to five has allowed employees to discover different choices, with the quantity who work whereas on the highway or touring rising by 38% since Q3 2021. 

The seek for the easy life is as a lot a cultural pattern as it’s an financial one. Some begin the #vanlife as a result of they need to, others as a result of they wish to.

Alongside this, whereas customers nonetheless worth a office the place they will problem themselves and progress, wage, advantages, and day without work nonetheless take priority. Boundaries are being set, and profession objectives have been redefined to suit the “I work to stay, not stay to work” narrative. And with good cause, as US employees face among the highest ranges of burnout and being overworked.

Individuals are additionally way more modest about themselves.

They see themselves as much less refined, much less trend-focused, and fewer bothered about displaying off. 

That is key for manufacturers to grasp in 2023 – particularly in luxurious and premium sectors. When occasions are arduous, standing symbols change. Typically simplicity is the most important luxurious, and other people can pay good cash for it. 

Since Q2 2021, there’s been an 8% drop within the quantity who need manufacturers to be “unique”, which signifies that high-end manufacturers received’t be capable of depend on their brand as a lot as they used to.

The variety of Gen Z who say that following influencers is a prime cause for utilizing social media has dropped 22% since Q2 2021, whereas Individuals of all ages are much less more likely to agree that social media is nice for society. But curiosity in influencers continues to be there and rising, rising by 16% year-on-year, and can in all probability proceed to develop so long as the content material shared shifts from aspirational to inspirational.

The media is turning into a extra essential outlet for emotion

Many Individuals are left coping with the aftermath of Covid, and now the price of residing is rapidly taking its toll. It’s no surprise extra individuals are centered on discovering catharsis – a means of releasing or managing the frustration they’re dealing with – in 2023.

For a lot of, that is coming by way of the media they devour. And with our analysis into trending genres, we will forecast what kind of media will resonate most with viewers and listeners within the yr forward. 

A lot of the state of affairs Individuals discover themselves in is out of their management, however they will select what they watch or hearken to. 

Over half of Individuals say they hearken to audio – whether or not that’s music, podcasts, or audiobooks – to assist them loosen up, and over 1 in 3 say it helps launch stress and nervousness. With psychological well being rising in significance, customers are turning to media to assist them by way of the day. 

On the small display, viewers have been steadily dropping curiosity within the information. Individuals try to keep away from present affairs, and any nervousness it could convey on – a sense they know all too effectively.

20% of Individuals say they’ve skilled nervousness usually or typically, up 32% from two years in the past.

The proportion who really feel anxious whereas watching content material? Solely 3%. 

Nonetheless, practically half point out that they watch content material as an escape/diversion. Individuals are watching TV/films to distract themselves from what’s happening away from the display. 

Fatigue is changing the combating spirit

Because the emotional labor of the final two years has taken a toll, curiosity in equality, social points, and volunteering is in decline. 

Our information from Q2 2020 displays the temper of the nation in the course of the peak of the Black Lives Matter protests – being socially accountable was the primary model precedence for Individuals. Two years later, this has shifted to rank third in Q2 2022. In actual fact, it’s the fastest-falling model initiative since 2020.

This shift is principally on account of reducing sentiment from older white customers. We’ve seen an 8% lower in these agreeing manufacturers ought to be socially accountable amongst white customers, adopted by child boomers (-9%) and Gen X (-11%).

However for Asian Individuals and Pacific Islanders (AAPI) and Black/African Individuals, this precedence has remained unchanged. For Folks of Colour (POC) in America, it’s simply as essential because it was two years in the past. 

Although being socially accountable has dropped in client precedence, this doesn’t imply manufacturers are devoid of accountability. Supporting range and equality within the office is the fastest-rising model initiative.

Predominantly led by youthful generations, we’ve seen will increase throughout all racial and ethnic demographics, and it’s an instance of an space the place manufacturers can start to enact actual change. Sturdy messages of assist generally is a good begin, however strolling the stroll is the extra urgent difficulty in line with customers.

Manufacturers must assume long-term. Outcomes and successes take time to construct and reduce by way of the noise. Much less speak, extra motion. It’s an apparent assertion, however one which continues to be prime of thoughts for customers. Every time social justice has been on the agenda previously few years, client sentiment towards manufacturers has been constant.

They need motion, impression, and outcomes – not meaningless PR pushes. 

Placing out statements for self-serving causes, or as a result of everybody else is, will be actively dangerous – 46% of US customers are uninterested in listening to about social justice causes on a regular basis. 

Repeated publicity to local weather change is inflicting fatigue

Alongside a decline in social points, our analysis means that in 2023 whereas most Individuals view local weather change as an actual menace, they wish to cease listening to about it. They’ll nonetheless count on manufacturers to take motion, however will seemingly be much less prepared to listen to about it within the information and on social media.

Considerations about local weather change have remained steady over the previous two years, however the quantity who assume that local weather change will worsen within the subsequent six months has considerably elevated. Folks really feel that the state of affairs is getting worse, however their ranges of concern aren’t rising.

Whereas Gen Z are essentially the most involved about the way forward for the surroundings, they’re additionally extra seemingly than millennials to be uninterested in listening to about it. They’re a great instance of how concern can spill over into local weather “doomism”. 

Many Individuals are feeling overwhelmed proper now, resulting in a better sense of fatigue, particularly once we’re uncovered to fixed pressures. 

Each manufacturers and information publishers have an element to play in managing folks’s emotions towards the surroundings in 2023. Our analysis exhibits that companies are extra trusted than the federal government. In the event that they’re capable of do optimistic issues when politicians can’t, it could assist break by way of that doomerist mindset.

Diving right into a digital world

As the true world continues to offer trigger for concern, Individuals are profiting from the rising variety of choices to experiment with their identification on-line. In 2023, we’ll see this enter a brand new stage, as more and more fashionable digital worlds like Fortnite and Roblox present extra instruments for identification play.

In comparison with the common American, these within the metaverse are over 3x extra seemingly to purchase merchandise/companies to entry the group constructed round them, and over 4x extra seemingly to purchase tech merchandise as quickly as they’re out there.

They’re a assured, prosperous, and risk-taking group who needs to be the primary to attempt new issues.

Nevertheless it’s for these causes that focus must be paid to how the metaverse is starting to take form. These American customers would be the first to take digital steps within the metaverse, however they don’t characterize all those that truly choose to spend their time on-line, somewhat than in the true world.

Shoppers in that latter group usually tend to be low-income, be a part of the LGBTQ+ group, and have a bodily incapacity. Success in 2023, means guaranteeing their wants are catered for in digital areas. 

Customization goes to be key for these customers. Understanding customers’ avatars might reveal lots concerning the particular person. Every represents a distinct a part of the particular person’s persona and way of life, whether or not it’s a temper, an curiosity, a social position, or their beliefs and values. For Individuals, it’s one of many predominant motivations for customers to take part within the metaverse.

In actual fact, 62% of potential metaverse customers say utilizing the area to browse or store for merchandise is of curiosity to them, with clothes/outfits their precedence, rating above artwork/collectibles, actual property, and cosmetics.

In the end, communities are difficult environments that want some steering to offer them with identification and function. In 2023, the main focus must be on the protection of those areas and on creating worlds the place all really feel welcome, no matter which model of themselves they select to current.