Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- American concerns extend from the economy to personal and social issues
- Economic factors drive many of the issues concerning Americans
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- Figure 1: Unemployment and underemployment, January 2007-December 2011
- Figure 2: Consumer confidence, March 2007-November 2011
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- Figure 3: Attitudes toward personal finances, 2005-11
- Economic concerns and financial issues cross demographics
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- Figure 4: Economic/Financial issues, October-November 2011
- Personal health and food safety concerns common among Americans
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- Figure 5: Health issues, October-November 2011
- Opportunity: food brands can target blacks and Hispanics with healthy fare
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- Figure 6: Prevalence of obesity among U.S. adults aged 20 and older, by sex and race/ethnicity, for selected years 1988-94 through 2007-08
- A variety of social, political, and environmental concerns on the minds of many
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- Figure 7: Social, political, environmental issues, October-November 2011
- Aging population has wide implications on a variety of services and industries
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- Figure 8: U.S. population, by age, 2006-16
- Some companies recognize the opportunities and are catering to older consumers
- Innovations making life easier for aging in place
- Opportunity: voice technology has potential in eldercare market
- Opportunity: motion sensor technology can offer independence for seniors
- Marketers shifting their strategies to attract seniors
- Americans shift spending in face of flat wages and rising costs
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- Figure 9: Average annual expenditures by major category, by consumer unit, 2010
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- Figure 10: Food and beverage spending changes compared with last year, October-November 2011
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- Figure 11: Personal care and clothing spending changes compared with last year, October-November 2011
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- Figure 12: Personal and household items spending changes compared with last year, October-November 2011
- Food stores capitalize on the home cooking trend
- Americans also reprioritizing how to spend time
- In-home activities gain in popularity
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- Figure 13: Average hours per weekday spent in primary activities, by all persons aged 15 and older, 2010
- Opportunity: Increase in home cooking and private label food purchases may translate to store brand cookbooks
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- Figure 14: Economy-driven changes in cooking behavior compared with last year, May 2011
- Americans still dream, but many are disillusioned
- Pessimism outweighs optimism, but the dream is alive
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- Figure 15: American Dream composite Index, June 2011-November 2011
- Selling the “American Dream”
- American dichotomies
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- Figure 16: American optimism vs. pessimism, October-November 2011
Insights and Opportunities
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- In reference to: Issues of Concern to Americans Today
- Blacks and Hispanics should be targeted by healthy, affordable food brands
- In reference to: An Aging Population
- Voice technology and speech recognition in eldercare
- Motion sensors can move into the therapy room and beyond
- In reference to: Americans’ Shifting Spending Habits
- Food retailers can encourage home cooking with store brand cookbooks
- In reference to: Americans Reprioritizing How to Spend Time
- Leisure venues can better persuade nesters to get out, despite economy
Issues of Concern to Americans Today
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- Overview
- Background factors
- Key points
- Economy, healthcare costs, personal finances top list of concerns
- Economic concerns voiced by majority
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- Figure 17: Personally concerned with economic/financial issues, October-November 2011
- Concerns about personal health coincide with declining insurance coverage rate
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- Figure 18: Personally concerned with health issues, October-November 2011
- Social, political issues more of a concern than the environment
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- Figure 19: Personally concerned with social/political/environmental issues, October-November 2011
- Inspire Insights
- Trend: Totophobia
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- Figure 20: Exterior of Chicago CTA North/Clybourn station, October 2010
- Figure 21: Unemployment and underemployment, January 2007-December 2011
- Figure 22: Consumer confidence, March 2007-November 2011
- Figure 23: Attitudes toward personal finances, 2005-11
- Figure 24: Personal financial situation compared to 12 months ago, 2008-11
- Figure 25: U.S. house prices as measured by FHFA monthly seasonally adjusted index, 1991-2011
- Figure 26: Very concerned with economic/financial issues, by age, October-November 2011
- Figure 27: Very concerned with economic/financial issues, by household income, October-November 2011
- Figure 28: Very concerned with economic/financial issues, by race/Hispanic origin, October-November 2011
- Figure 29: Median household income, by race and Hispanic origin of householder, 2010
- Figure 30: Very concerned with economic/financial issues, by employment status, October-November 2011
- Figure 31: Prevalence of obesity among U.S. adults aged 20 and older, by sex and race/ethnicity, for selected years 1988-94 through 2007-08
- Figure 32: Health/life insurance, 2005-11
- Figure 33: Presently watching diet, 2005-11
- Figure 34: Very or somewhat concerned with health issues, October-November 2011
- Figure 35: Very concerned with health issues, by household income, October-November 2011
- Figure 36: Changes in cooking at home and eating behaviors compared with last year, 2008-11
- Figure 37: Very concerned with social/political/environmental issues, by gender, October-November 2011
- Figure 38: Very concerned with social/political/environmental issues, by age, October-November 2011
- Figure 39: Very concerned with social/political/environmental issues, by household income, October-November 2011
- Figure 40: Very concerned with social/political/environmental issues, by race/Hispanic origin, October-November 2011
An Aging Population
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- Overview
- Background factors
- Key points
- A graying America
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- Figure 41: Population, by age, 2006-16
- Baby Boomers account for one quarter of the population
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- Figure 42: Population, by generation, 2011
- Older populations are primarily white and non-Hispanic
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- Figure 43: Generations, by race, 2011
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- Figure 44: Generations, by Hispanic origin, 2011
- Inspire insights
- Trend: Retired for Hire
- Leading companies
- Key points
- Tech companies help seniors age in place, but more advances needed
- Remote sensor technology offered by several companies
- Personal emergency response systems go mobile
- Financial services to address seniors and the elderly
- Retirement communities may face a deluge in near future
- Brookdale Senior Living
Innovations and Innovators
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- Intel and GE team for mobile health products
- Gyms for the aging
- Jane Fonda signature workout DVDs
- Cell phones for seniors
A Shift in the Advertising Landscape
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- Overview
- Walgreens puts more focus on the aging population
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- Figure 45: Walgreens, No appointment necessary TV ad, 2011
- Procter & Gamble targets Boomers
- General Mills recognizes that fiber is important to aging consumers
- Eldercare support and expectations
- Key points
- One in five expect to financially assist an older family member
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- Figure 46: Eldercare and financial/housing assistance for others, October-November 2011
- 18-24s most likely to expect to financially aid an older family member
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- Figure 47: Eldercare and financial/housing assistance for others, by age, October-November 2011
- Nearly four in 10 are concerned with their future care
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- Figure 48: Eldercare concerns and plans for self, October-November 2011
- Young Boomers most concerned about who will care for them when they are older
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- Figure 49: Eldercare concerns and plans for self, by age, October-November 2011
- Affluent households most likely to have saved or planned for older years
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- Figure 50: Eldercare concerns and plans for self, by household income, October-November 2011
Americans’ Shifting Spending Habits
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- Overview
- Background factors
- Key points
- Annual expenditures decrease from 2006-10; housing tops expenditures
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- Figure 51: Average annual expenditures, by consumer unit, 2006-10
- Factors driving the shift
- Key points
- Median household income declines from 2008-10
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- Figure 52: Median household income in inflation-adjusted dollars, 2000-10
- Disposable personal income mostly flat from December 2009
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- Figure 53: Disposable personal income, January 2007-October 2011
- Americans attending college in record numbers
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- Figure 54: Actual and projected enrollment at degree-granting institutions, by age, 2006-16
- Economic concerns prompt consumers to focus on home cooking
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- Figure 55: Economy-driven changes in cooking behavior compared with last year, May 2011
- Cost of healthcare rising steadily, outpacing wages and inflation
- Inspire insights
- Trend: Survival Skills
- Discretionary spending trends
- Caution about spending on nonessentials increases in the last year
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- Figure 56: Attitudes toward discretionary spending, 2010-11
- More affluent are less cautious about discretionary spending
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- Figure 57: Attitudes toward discretionary spending, by household income, October-November 2011
- Blacks most likely to be cautious of spending on nonessentials
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- Figure 58: Attitudes toward discretionary spending, by race/Hispanic origin, October-November 2011
- Overall spending habits
- Use of credit cards up significantly between 2010 and 2011
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- Figure 59: Changes in shopping behavior and credit card use compared with last year, 2008-11
- Most respondents spending about the same or more on food at home
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- Figure 60: Food and beverage spending changes compared with last year, October-November 2011
- Majority spent about the same or less on apparel/footwear, beauty/personal care
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- Figure 61: Personal care and clothing spending changes compared with last year, October-November 2011
- More than four in 10 spending about the same on personal transport
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- Figure 62: Personal and household items spending changes compared with last year, October-November 2011
- Figure 63: Traveler sentiment index, March 2007-October 2011
- Walking/biking as transportation increases from 2010-11
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- Figure 64: Changes in transportation behaviors compared with last year, 2008-11
- Electronics and entertainment spending mostly down or about the same
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- Figure 65: Electronics and entertainment spending changes compared with last year, October-November 2011
- Trended spending habits compared with last year
- Mobile phone spending increases most
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- Figure 66: Spending more compared with last year, 2008-11
- Cable and satellite television programming use grows from 2005-11
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- Figure 67: Household cable/satellite television programming, 2005-11
- Leading retail companies
- Key points
- Demand for food store brands increases during the economic downturn
- Safeway’s wide selection of store brands bring affordable quality
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- Figure 68: Safeway Select holiday appetizers TV ad, 2011
- Target’s multitier line of private label foods support the “Expect More, Pay Less” tag
Americans Reprioritizing How to Spend Time
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- Overview
- Background factors
- Key points
- An increase in time spent on caring for non-household family
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- Figure 69: Average hours per weekday spent in primary activities, by all persons aged 15 and older, 2006-10
- More time and money spent on in-home meal prep
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- Figure 70: Time spent in food preparation and cleanup per day by all persons aged 15 and older, and by gender, 2005-10
- Factors driving the shift
- Key points
- Less workforce participation opens up free time
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- Figure 71: Labor force participation, January 2007-November 2011
- Inspire insights
- Trend: Slow it All Down
- Spending time differently in a stagnant economy
- Key points
- Majority of Americans continue to stay close to home
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- Figure 72: Changes in home-based behaviors compared with last year, 2008-11
- Low-cost, stay-at-home activities trending upward
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- Figure 73: How time spent doing activities has changed compared with last year, October-November 2011
- More time spent on social networking for social reasons
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- Figure 74: How time spent social networking has changed compared with last year, by age, October-November 2011
- Lower-income respondents spending less time social networking
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- Figure 75: How time spent social networking has changed compared with last year, by household income, October-November 2011
- Hispanics, Asians most likely to be spending more time on social networking for social reasons
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- Figure 76: How time spent social networking has changed compared with last year, by race/Hispanic origin, October-November 2011
American Dreams and Disillusionment
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- Overview
- Background factors
- Key points
- Belief in the American Dream shaky from month to month
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- Figure 77: American Dream composite Index, June 2011-November 2011
- Expectations decline for a better life for future generations
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- Figure 78: Likelihood that today’s youth will have a better life than parents, January 1983-April 2011
- Factors driving the shift
- Inspire insights
- Trend: Prepare for the Worst
- Selling the American Dream with aspirational advertising
- American Family Insurance TV advertising
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- Figure 79: American Family Insurance, Your dream is out there TV ad, 2011
- Levi’s TV advertising
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- Figure 80: Levi’s, Go forth TV ad, 2011
- American dichotomies
- Key points
- Feelings about the future: youthful optimism versus life experience
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- Figure 81: Feelings about future (better or worse), by age, October-November 2011
- Urban respondents more optimistic about future; rural more pessimistic
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- Figure 82: Feelings about future (better or worse), by urban area, October-November 2011
- Two thirds would have made different career decisions if given the opportunity
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- Figure 83: (Would or would not) have made different career decisions, by household income, October-November 2011
- Blacks, Asians most likely to make different career choices if possible
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- Figure 84: (Would or would not) have made different career decisions, by race/Hispanic origin, October-November 2011
- Majority of respondents say their financial situation is worse than expected for their age
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- Figure 85: Financial situation is (better or worse) than expected for age, by age, October-November 2011
- Standard of living versus parents’ standard of living: current and future
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- Figure 86: Standard of living is/will be (better or worse) than parents’, by age, October-November 2011
- A majority feel they can get ahead with hard work
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- Figure 87: Results of working hard (get ahead or no change), by age, October-November 2011
- Blacks, Asians, Hispanics most likely to feel hard work gets them ahead
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- Figure 88: Results of working hard (get ahead or no change), by race/Hispanic origin, October-November 2011
- Six in 10 say rich people had advantages from the start—or took advantage of others
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- Figure 89: Perception of how rich people become wealthy, by age, October-November 2011
- Affluent respondents most likely to say wealth is earned from hard work
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- Figure 90: Perception of how rich people become wealthy, by household income, October-November 2011
- Half believe they’ve had the same life opportunities as most, one quarter of men think they’ve had less
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- Figure 91: Have had (more, less, or about the same) opportunities as most, by gender, October-November 2011
- 18-24s most likely to feel they have had more opportunities than most
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- Figure 92: Have had (more, less, or about the same) opportunities as most, by age, October-November 2011
- Lower-income individuals most likely to feel they have had less opportunities
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- Figure 93: Have had (more, less, or about the same) opportunities as most, by household income, October-November 2011
- Most agree a college degree is worth the expense
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- Figure 94: College degree (worth or not worth) the expense, by age, October-November 2011
- Affluents most likely to agree a college degree is worth the expense
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- Figure 95: College degree (worth or not worth) the expense, by household income, October-November 2011
- A majority of college graduates feel a degree is worth the expense
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- Figure 96: College degree (worth or not worth) the expense, by household income, October-November 2011
Appendix: Other Useful Consumer Tables
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- Issues of concern to Americans today
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- Figure 97: Very concerned with health issues, by presence and number of children in household, October-November 2011
- An aging population
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- Figure 98: Eldercare and financial/housing assistance for others, by race/Hispanic origin, October-November 2011
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- Figure 99: Eldercare concerns and plans for self, by race/Hispanic origin, October-November 2011
- American dreams and disillusionment
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- Figure 100: Financial situation is (better or worse) than expected for age, by race/Hispanic origin, October-November 2011
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- Figure 101: Standard of living is/will be (better or worse) than parents’, by gender, October-November 2011
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- Figure 102: Results of working hard (get ahead or no change), by household income, October-November 2011
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- Figure 103: Have had (more, less, or about the same) opportunities as most, by race/Hispanic origin, October-November 2011
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- Figure 104: College degree (worth or not worth) the expense, by gender, October-November 2011
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