“Most consumers recognize where they are on the personality trait continuum, and few feel they sit on the extreme ends of being either ‘very introverted’ or ‘very extroverted’. With some 40% who feel their personality traits have shifted in the past two years, this represents a transitionary period as consumers are clearly emerging out of the pandemic adjusting to slightly different preferences. Offerings that encourage solo participation or a moment of inward reflection of one’s current mood or state of mind will hold broad appeal.”
– Lisa Dubina, Associate Director | Culture and Identity

This Report looks at the following areas

  • The share and demographic makeup of those who self-identify as extroverts and introverts
  • Perceptions of introverts and extroverts
  • The impact of personality type on social interactions
  • The impact of personality type on work life
  • Personality preferences of activities and opportunities to connect with these segments

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Segment overview
                  • Figure 1: Introverted vs extroverted consumers – Self-identification, 2022
                • Key consumer insights
                  • Offerings that cater to the middle ground will see the best traction
                    • Extroverts feel under pressure, mental health resources are needed
                      • Quiet time is necessary to generate good ideas for both segments
                        • Introverts see more differences and feel the world caters to extroverts
                          • Adventure and exploration is a key avenue to connect with both segments
                          • Target Audience

                            • Note on methodology: understanding extroversion and introversion
                              • Introverts and extroverts by the numbers
                                • Figure 2: Introverted vs extroverted consumers – Self-identification, 2022
                              • Four in 10 consumers feel their social personality type has changed over time
                                • Figure 3: Personality type changes, 2022
                                • Figure 4: Personality awareness and engagement – Select items, 2022
                              • Self-described extroverts skew male, White and Millennial
                                • Figure 5: Extroverted consumers, by demographics, 2022
                              • Self-described introverts are less likely to be parents or to be affluent
                                • Figure 6: Introverted consumers, by demographics, 2022
                            • Introverted and Extroverted Consumers – Fast Facts

                              • Perceptions of Introverts and Extroverts

                                • In their own words: the differences between introverts and extroverts
                                  • Are introverts and extroverts that different?
                                    • Figure 7: Perceptions of introverts and extroverts, 2022
                                    • Figure 8: Perceptions of introverts and extroverts, by personality type, 2022
                                  • Extroverts are in need of mental health solutions
                                    • Figure 9: Attitudes toward personality types – Mental health, by self-identified introverts and extroverts, 2022
                                • Impact of Personality Type on Social Life

                                  • Personality type feels impactful
                                      • Figure 10: Personality awareness and engagement – Impact on social life, 2022
                                    • Introductions are inhibiting introverts
                                      • Figure 11: Situational behaviors – Social setting, 2022
                                    • Extroverts might be heading for burnout
                                      • Figure 12: Attitudes toward personality types – Social life, 2022
                                  • Impact of Personality Type on Work Life

                                    • Personality type affects work as much as social life
                                      • Figure 13: Personality awareness and engagement – Impact on work life, 2022
                                    • Introverts and extroverts have vastly different work styles
                                      • Figure 14: Situational behaviors – Professional setting, 2022
                                      • Figure 15: Attitudes toward personality types – Work success, 2022
                                  • Brand Appeal for Introverts vs. Extroverts

                                    • Introverts need brand attention
                                      • Figure 16: Attitudes toward personality types – Brands, by self-identified introverts and extroverts, 2022
                                    • Adventure is a broad appeal
                                      • Figure 17: Personality preferences, 2022
                                    • Personality type has spending sway
                                      • Figure 18: Personality preferences, by self-identified introverts and extroverts, 2022
                                    • Gains to be had with a more individualistic focus when marketing travel and outdoor activities
                                        • Figure 19: Vosges Haut-Chocolate Instagram post, 2022
                                    • Competitive Strategies and Market Opportunities

                                      • 2023 Global Consumer Trend Me Mentality
                                        • Me Mentality for extroverts: Main Character Energy
                                          • Me Mentality for introverts: Side Character Energy
                                            • Figure 20: The Gym Pod – Instagram post, 2022
                                          • Mintel Trend Sense of the Intense
                                            • Sense of the Intense for extroverts and introverts
                                              • Mintel Trend The Spiritual Self
                                                • The Spiritual Self for introverts and extroverts
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Consumer qualitative research
                                                        • Abbreviations and terms
                                                          • Abbreviations

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