These consumers want to live within their means and represent 30 percent of the cohort. They are the most pessimistic segment in their perception of how long it will take their country to recover and for financial stability to return. More than half of them identify price as increasing in importance.
These consumers (26 percent) prefer brands and products they trust to be safe and minimize unnecessary risks. Fifty-seven percent say they now pay more attention to how healthy the products they buy are for them.
Most likely to change the products they buy, these consumers (17 percent) would pay a premium for high-quality, ethically sourced and sustainable goods. Fifty-nine percent intend to shop more locally in the long term.
Consumers in this segment (16 percent) believe that everyone should work together for the greater good, with 73 percent of them prepared to change their behavior in order to benefit society. They prefer to buy from organizations that are honest and transparent about what they do.
Intent on living for the moment, these consumers (11 percent) are the least anxious about their health and finances. Two-thirds of them feel comfortable returning to a mall just days or weeks after the pandemic has stabilized in their country.