电通（Dentsu）：2024年第三季度消费者洞察：福祉经济报告（英文版）（38页）.pdf

1、01The Wellbeing EconomyNOVEMBER 2024EMEA CONSUMER NAVIGATOR ABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via an online research panel The survey was fielded at the end of September 2024 Target audience 18 years of age and older Sample of 1,200 respondents a

2、cross 3x EMEA markets(400 x Denmark,400 x Germany&400 x Italy)Controls put in place to achieve a nationally representative sample(using the latest publicly available national statistics for each market).*The same study has been conducted in the US prior to this EMEA version,and this report contains

3、comparison with US data.To check more detailed US data,please visit Wellbeing Economy Navigator Wave 540203CONTENTS01 EMEA Consumers Advocate for a Wellbeing Economy02 Wellbeing Through the Lens of Core Values03 The Role of Brands in Addressing Wellbeing Gaps04 Implications for Marketers05 Closing T

4、houghts0404TOP CONSUMER INSIGHTSEMEA SUPPORTS THE WELLBEING ECONOMY75%of respondents believe a countrys performance should be measured by the wellbeing of its citizens,compared to 25%who favour the more traditional GDP.Support for this perspective is slightly higher among older generations than youn

5、ger ones.PESSIMISM FOR FUTURE GENERATIONS IN ITALY AND GERMANYLess than half of respondents in Italy(45%)and Germany(43%)believe that future generations will have a better quality of life compared to the current one.In contrast,there is more optimism in the US(55%)and Denmark(57%).EMEA FOCUSES ON CO

6、LLECTIVISM RATHER THAN INDIVIDUALISMWhile the US tends to define wellbeing through individual development and personal happiness,consumers in EMEA prioritize a more well-rounded life that includes individual happiness,strong social bonds,and a stable environment.CHALLENGES IN WELLBEING REFLECT BROAD