Report Summary

As Americans continue to contend with inflation and the tight housing market, consumers are eager for change and the opportunity to splurge where they’re able.

Lisa Dubina, Senior Culture and Identity Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • America Today

      • The people
      • Graph 1: population (millions), 1950-2050*
      • Graph 2: median age of the US population, 1940-2050
      • Graph 3: annual population growth rate and projections, 2014-29
      • Graph 4: net immigration, 2012-22
      • Graph 5: life expectancy at birth, 2012-22
      • Graph 6: number of deaths in the US, 2014-22
      • Graph 7: households, by number of members, 2023
      • Graph 8: households, by number of members, 2013
      • Graph 9: households, by presence of own children, 2013-23
      • Graph 10: households with children under 18 in the households, by race and Hispanic origin, 2023
      • The economy
      • Graph 11: quarterly real GDP growth, 2020-Q1 2024*
      • Graph 12: headline CPI, shelter CPI and Zillow Rent Index, 2022-24
      • Graph 13: unemployment rate, 2019-24
      • Graph 14: consumer sentiment index, 2021-24
      • Graph 15: opinions on financial future, 2023 and 2024
    • Consumer Insights

      • Consumer fast facts
      • Outlook on 2024
      • Graph 16: major life events expected this year, 2024
      • Graph 17: expected work life changes this year, by generation, 2024
      • Graph 18: major life household events expected this year, by generation, 2024
      • Graph 19: major life events expected this year, by household income and financial status, 2024
      • Graph 20: 2024 financial plans and goals, 2024
      • Graph 21: 2024 financial plans and goals, by race and Hispanic origin, 2024
      • Graph 22: 2024 financial plans and goals, by generation, 2024
      • Graph 23: top three categories for a $500 spending spree, 2024
      • Graph 24: top three categories for $500 spending spree, by generation, 2024
      • Graph 25: top three categories for $500 spending spree, by race and Hispanic origin, 2024
      • Current housing situation
      • Graph 26: current primary residence, 2024
      • Graph 27: current primary residence, by race and Hispanic origin, and by LGBTQ+ identity, 2024
      • Graph 28: current primary residence, by generation and by parental status, 2024
      • Graph 29: outlook on current residence, by generation, by race and Hispanic origin, 2024
      • Graph 30: outlook on current residence, by select demographics, 2024
      • Graph 31: agreement – "I don't think I'll ever be able to afford owning my own house," by outlook on current residence, 2024
      • Graph 32: agreement – "I don't think I'll ever be able to afford owning my own house," by generation, by race and Hispanic origin, 2024
      • Future housing plans
      • Graph 33: plans to move in the next three years, 2024
      • Graph 34: motivations to move in the next three years, 2024
      • Graph 35: motivations to move in the next three years, by generation and current household, 2024
      • Graph 36: motivations to move in the next three years, by parental status, marital status, 2024
      • Graph 37: reasons for being not likely to move in the next three years, 2024
      • Outlook on work
      • Graph 38: sense of security in current work position – among employed consumers – by generation, 2024
      • Graph 39: happiness in current work position – among employed consumers – by generation, 2024
      • Graph 40: sense of security in current work position – among employed consumers – by select demographics, 2024
      • Graph 41: sense of security in current work position – among employed consumers – by employment status and work situation, 2024
      • Graph 42: likelihood to search for new job opportunities – among employed consumers – by generation, 2024
      • Graph 43: likelihood to look for new job opportunities – among employed consumers – by current work situation, 2024
      • Graph 44: agreement – "Changing jobs and employers is the best way to advance your career," by current work situation, 2024
      • Graph 45: agreement – "Changing jobs and employers is the best way to advance your career," by generation, 2024
      • Graph 46: agreement – "I would rather work for a company that allows remote/ hybrid work than a company that requires its employees to always work on-site," by generation, 2024
      • Graph 47: agreement – "I would rather work for a company that allows remote/hybrid work than a company that requires its employees to always work on-site," by current working status, 2024
      • Graph 48: agreement – "I would rather work for a company that allows remote/hybrid work than a company that requires its employees to always work on-site," by parental status and LGBTQ+ identity, 2024
      • Attitudes towards workers' rights
      • Graph 49: connection to workers' strikes in the past year, by generation, 2024
      • Graph 50: connection to workers' strikes in the past year, by current work status, 2024
      • Graph 51: agreement – "Organized labor unions are essential to ensuring workers are treated fairly," by generation, 2024
      • Graph 52: agreement – "Organized labor unions are essential to ensuring workers are treated fairly," by race and Hispanic origin, by area of residence, 2024
      • Graph 53: agreement – "When choosing which brands to buy, I consider if a company treats and pays their employees fairly," by race and Hispanic origin, 2024
      • Graph 54: agreement – "When choosing which brands to buy, I consider if a company treats and pays their employees fairly," by generation, 2024
    • Total Market

      • Total market overview
      • Graph 55: consumer spending, by segment ($ bn), 2023 (est)
      • Graph 56: consumer spending growth, by segment (%), 2018-23 vs 2023-28 (fore)
    • Category reviews

      • Health

        • Housing

          • Transportation

            • Personal Finance

              • Clothing & Accessories

                • Beauty & Personal Care

                  • Household Care

                    • Home & Garden

                      • In-home Food

                        • Restaurants & Eating Places

                          • Alcoholic Drinks (In Home)

                            • Alcoholic Drinks (Away From Home)

                              • Non-alcoholic Drinks

                                • Leisure & Entertainment

                                  • Technology & Communications

                                    • Vacations & Tourism

                                      • Appendix

                                        • The market

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