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1、November 2023Dentsu Consumer Navigator:2024 Look Ahead|Navigator|Navigatordentsu Consumer Navigator 2024 Look AheadAbout this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on November 14th,2023.Distributed among a random sample of 1,000 U.S.respondents 18 y

2、ears of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02What Americans See,Think,Feel Heading Into 202403What Americans Will Personally Prioritize in 2

3、02404What Brand Expectations Will Be Set For 202405Closing Thoughtsdentsu Consumer Navigator 2024 Look AheadPolitical and economic environment dampens 2024 outlook.Our survey finds that only 44%of respondents express high confidence that 2024 will be a good year.Consumers feel most pessimistic about

4、 the US economy,international relations,and US politics.There are glimmers:Consumers are optimistic about sustainability,gender equality,and generative AI indicating continued hope there will be advancements that better society.Despite pessimism,consumers want to stay engaged with world.Respondents

5、express the highest interest with keeping up with economic trends,TV and movies,technology advancements,and politics,heading into an election year.Interestingly,consumers express the least interest in keeping up with pop culture,perhaps indicating fatigue with celebrity news.Americans seek a more pu

6、rposeful life in 2024.76%of respondents agree:“I am actively seeking to create a more purposeful life for myself.”The top priority that respondents say they will invest their time and energy into in 2024 is family,followed by physical and mental health and financial well-being.01dentsu Consumer Navi