Summary
The COVID-19 pandemic and slew of ensuing crises have transformed and complicated values-based decision-making. On one hand, the shared sense of struggle has heightened US consumers’ social and environmental consciousness. On the other hand, intense uncertainty paired with physical and financial strain has driven consumers into a survival mindset. This report helps marketers develop their understanding of the human picture by synthesizing attitudinal, behavioral, and contextual data that sheds light on how values-based consumer decisions and behaviors will unfold in the next 12 months.
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