Millions of Americans have made subtle changes to their lifestyles in an effort to maintain a relatively high standard of living while reducing expenditures. At the same time, lifestyle trends such as the increased popularity of sustainability, multiculturalism, and healthy living are all compelling behavioral and attitudinal change. As such, it is critical for companies to take an in-depth look at lifestyle trends in the U.S. and to determine how they should position themselves to maximize efforts and attract and retain customers.

Millions of Americans have made subtle changes to their lifestyles in an effort to maintain a relatively high standard of living while reducing expenditures. At the same time, lifestyle trends such as the increased popularity of sustainability, multiculturalism, and healthy living are all compelling behavioral and attitudinal change. As such, it is critical for companies to take an in-depth look at lifestyle trends in the U.S. and to determine how they should position themselves to maximize efforts and attract and retain customers.

This study addresses the following questions:

How American lifestyles are changing in response to the recession

How the eating patterns of Americans are changing

How changes in the demographic composition of the U.S. are impacting consumer lifestyles and the market

What steps marketers can take to maximize communication efforts, given recent shifts in the American lifestyle and popular culture

How social networking and social media sites are affecting consumer behavior and what steps should marketers consider taking to capitalize on the social media trend