Opposing Forces Shape Consumer Behavior During Turbulent Times

In the lingering shadow of the pandemic, with economic and political uncertainty looming, US consumers are uncertain and anxious. They’re wary about their finances and are signaling a retreat from discretionary spending. Yet, their economic fundamentals remain strong. Pandemic savings provide a cushion and household cash flow is bouncing back. Despite their consternation, US consumers are spending more and absorbing price increases across many categories. This report covers the five US consumer trends that highlight these opposing forces in order to help B2C marketing executives shape their consumer strategies.