US REPORT
Discover the trends that’ll
dominate the US in 2023 In this
report37
The exhausted
States
Page 3
1The new
Intro American dream
21
Shake it off
OK Virtual
doomer and me
55 71
Click the dots
to navigateData sets
included in
this report
GWI Kids
GWI USA GWI Core GWI Kids represents kids
aged 8-15 who use the inter-
Launched in July 2020, GWI Core is our flagship surveyGWI Zeitgeist net. To get a real picture of
USA represents the habits, and the world’s largest studytoday’s kids, you have to go
behaviors, and attitudes of on the digital consumer. Our Fielded monthly, Zeitgeist beyond demographics and
240 million internet users data represents over 2.7 bil- zeros in on the stuff that simply ask them. And with
across all 50 states. With lion internet users, offersmatters. It’s topical, timely, thousands of demographic,
America changing fast, this 57k+ datapoints, and tracksand relevant. The databehavioral and psycho-
ongoing study tracks new4k+ brands across 48 mar- in Connecting the dotsgraphic data points, that’s
and emerging trends notkets. It never stops growing. draws on surveys carried exactly what we did. Dive
typically covered by market By the second half of 2022out throughout 2022. This into the hopes, fears, dreams
research providers, like ques-we’ll be in 50 markets, is a recontact study, whichand opinions of the young-
tions around cultural identity, launching our Core study inmeans that respondentsest generation and find out
race, and ethnicity. Norway and Chile. also took part in GWI Core.exactly how to move them. Each of the
graphs is
Discover the numbered
More information can
be found in the Appendix
data on our section at the end of
platformthis report
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 Just click this icon
the relevant question on our to explore the data
platform. There, you can dig on the platform
into the data with no charge.
That’s because all GWI
Zeitgeist data is free – and Source Information
always will be.about the source
Base and base Intr
You’re about to witness the strength Here’s what you have to
of street knowledge 360° consumerlook forward to The most
insight.
Connect the dots between what
We’ve trawled through our data, and people say, think, and do need-to-know trends
pored through the numbers. Here we
by present to you the most need-to-know Uncover the deep logic and
CHASE BUCKLEtrends for anyone looking to under- contradictions that make up the for anyone looking
stand the consumer mindset in theconsumer psyche
year ahead.
Let data and insight pinpoint to understand the
We seem to be surrounded by crises the upcoming trends set to dom-
right now, each of which can be under-inate 2023
stood using objective measurementsconsumer mindset
and scales like GDP, CPI, global tem- Be inspired and zero in on what
perature, and loss of life. But different really matters
groups and cultures internalize thein the year ahead
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?
2