October 2024

The holidays are coming up – how are people feeling about their finances? Strapped or flush? Are financial concerns impacting purchase decisions?

How’s work? Are people happy with their work/life balance? Are they seeking to learn new things?

Scroll down to learn more.

Wellness is multidimensional

Throughout our research we have identified six primary wellness areas. From an individual’s perspective, it includes physical, mental, intellectual and financial wellness. However, it also extends past the individual to include social connections and environmental wellness.

Financial & intellectual wellbeing follow physical & emotional in terms of importance to consumers

These two additional aspects of wellness are part of consumers’ everyday lives, encompassing work, self-improvement and personal finances.

Not surprisingly, financial and emotional are intertwined as finances impact their emotional & mental wellness eCollage insight

In their own words, consumers say...

via buzzback eCollage

buzzback eCollage elicits imagery and emotional associations via interactive online collaging

Even with falling inflation, sentiment on social regarding finances and budgeting are largely negative, though nuances exist between generations

Sentiment Overview

Generations are aligned on proportion of negative sentiment, though GenZ and Millennials focus more on their personal wellbeing, while older cohorts are more concerned about government budgeting and long-term economy impact.

Conversations around finances and budgeting are up 5% from PM, increasing in mostly negative sentiment.

Emotions by Volume

Trending Topics

Many are carefully watching their disposable income to help, but many fewer are feeling prepared for emergencies

In line with post-COVID dynamics of waving brand loyalty, consumers find product value more important than brand name

Consumers are eager to learn and expand their professional skills, but there is a say/do gap

BUT they also want work-life balance

Key Takeaways

With consumers stressed and worried about their financial wellbeing, it’s important for brands to communicate their value which is intrinsically part of a premiumization strategy.

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