US REPORT
Discover the trends that’ll dominate the US in 2023
In this
report
Page 1
Intro
37
The exhausted
States
3
The new
American dream
21
Shake it off
OK Virtual
doomer and me
55 71
Click the dots
to navigate
Data sets
included in
this report
GWI USA
Launched in July 2020, GWI
USA represents the habits,
behaviors, and attitudes of
240 million internet users
across all 50 states. With
America changing fast, this
ongoing study tracks new
and emerging trends not
typically covered by market
research providers, like ques-
tions around cultural identity,
race, and ethnicity.
GWI Core
Core is our flagship survey
and the world’s largest study
on the digital consumer. Our
data represents over 2.7 bil-
lion internet users, offers
57k+ datapoints, and tracks
4k+ brands across 48 mar-
kets. It never stops growing.
By the second half of 2022
we’ll be in 50 markets,
launching our Core study in
Norway and Chile.
GWI Zeitgeist
Fielded monthly, Zeitgeist zeros in on the stuff that matters. It’s topical, timely, and relevant. The data in Connecting the dots draws on surveys carried out throughout 2022. This is a recontact study, which means that respondents also took part in GWI Core.
GWI Kids
GWI Kids represents kids aged 8-15 who use the inter-net. To get a real picture of today’s kids, you have to go beyond demographics and simply ask them. And with thousands of demographic, behavioral and psycho-graphic data points, that’s exactly what we did. Dive into the hopes, fears, dreams and opinions of the young-est generation and find out exactly how to move them.
Discover the
data on our
platform
Every chart has a hyperlink that will bring you straight to the relevant question on our platform. You can then investigate all data by demo-graphics, over time, and among your own audiences.
All the charts that use GWI Zeitgeist data also have links that will take you straight to the relevant question on our platform. There, you can dig into the data with no charge. That’s because all GWI Zeitgeist data is free – and always will be.
Each of the
graphs is
numbered
More information can
be found in the Appendix
section at the end of
this report
Just click this icon to explore the data on the platform
Source
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Base
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Intr
You’re about to witness the strength of street knowledge 360° consumer insight.
We’ve trawled through our data, and pored through the numbers. Here we
by present to you the most need-to-know CHASE BUCKLE trends for anyone looking to under-stand the consumer mindset in the
year ahead.
We seem to be surrounded by crises
right now, each of which can be under-
stood using objective measurements
and scales like GDP, CPI, global tem-
perature, and loss of life. But different
groups and cultures internalize the
world around them in different ways,
leading to different outcomes.
What we give you here is the subjective
side of things: how do consumers feel
about these crises? What’s the deeper
impact on people’s worldviews and pri-
orities? What are they doing differently
as a result?
Here’s what you have to
look forward to
Connect the dots between what
people say, think, and do
Uncover the deep logic and
contradictions that make up the
consumer psyche
Let data and insight pinpoint
the upcoming trends set to dom-
inate 2023
Be inspired and zero in on what
really matters
The most
need-to-know trends
for anyone looking
to understand the
consumer mindset
in the year ahead
2
The new
American dream
How consumers are craving the simple life in 2023
by
MOANA TELLBUESCHER
4
The American dream is dead. Or not quite. But like many people, it’s strug-gling a little.
Across virtually all areas of our research, we see signs of Americans lowering their ambitions, trading an appetite for success with more modest goals. While there will still be some post-pandemic splashing out, 2023 is likely to see similar changes in spending habits and in American culture as we observed during the Great Recession.
The years after 2008 saw Americans downsize in nearly every aspect of their life, from retirement to their children’s future to everyday expenses. Similar changes are on the horizon in