Global Consumer Trends

Dynata’s Global Consumer Trends research series leverages our global scale and rich first-party data asset to explore and illuminate the emerging attitudes and opinions behind consumer behaviors and trends. Using responses to more than 11,000 consumers across 11 countries, the reports dive deep into the changing and evolving factors driving economic and social change around the world.

The Urgent Fight Against Climate Change

Global Consumer Trends: The Urgent Fight Against Climate Change explores the opinions and attitudes of consumers around the world on the fight against climate change, and the actions they want governments and businesses to take in response to this pressing threat.

For many consumers, COP26 and other global climate conferences featuring government and business leaders are seen as a necessity if the world is to effectively fight climate change. Consumers increase the measures in their own lives by recycling or composting, purchasing and installing energy efficient appliances and systems in their homes, seeking out and buying environmentally friendly products and services to do their part in the fight against climate change. But is this enough and if not, what meaningful actions can governments, businesses and individuals should take in response to the urgent climate change threat?

The stakes in the climate change fight are high, and the clock is ticking to act. As Alok Sharma, president of the 26th U.N. Climate Change Conference of the Parties (COP26) said, “The decisions we make [on climate change] in the next years and the actions we take by 2030 are basically going to set the trajectory for future generations."

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The Urgent Fight Against Climate Change:
Key Findings at a Glance

Countries need to come together to act and hold one another accountable

Belief in climate change is high, and many think it is affecting the world at
large already

Governments are best positioned to respond to climate change, joining with businesses and individuals

Businesses should invest in clean energy and sustainable practices, while consumers can make a difference at home

Diversity, Equity & Inclusion in the Workplace

There has been a marked turn towards open conversations on racial equality, gender and sexual identity, and a greater awareness of what makes each of us unique and valued, elevating the dialogue on diversity, equity, and inclusivity (DEI) around the world. DEI is now a presence in the global workplace as well, bringing awareness to the role it can play in the growth and success of organizations. As more organizations commit to understanding and measuring that impact, setting metrics and key performance indicators (KPIs) that can help ensure the desired benefits of DEI can be realized, Dynata’s Global Consumer Trends: Diversity, Equity & Inclusion in the Workplace report explores the attitudes and opinions of employees and employers on the desired effects and realities of DEI and how organizations can chart a path forward toward making DEI a core part of their workplace experience.

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New Lives in a New World

Dynata’s newest report– Global Consumer Trends: New Lives in a New World – explores the changes to the way we live, work, spend and travel since the pandemic started. Have our priorities shifted? What changes do we want to keep in our working lives? And when – and how – are people planning to return to vacations and travel for business and/or for pleasure? Discover which consumer behaviors and attitudes are likely to return to pre-COVID levels and which are now permanent parts of our new lives.

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The Green Economy Edition

Global Consumer Trends: The Green Economy explores the growing economy surrounding green and renewable energy, and how consumers view the role that they and their country’s government can play in that new economy. Setting aside belief in climate change, it’s clear that the emergent Green Economy will be driven by the decisions consumers make to understand and adopt green energy/renewable energy choices into their daily lives, offering a glimpse into future economic growth and job creation and reflecting the opportunities and priorities of governments, brands and individuals as they wrestle with climate change and their own response to it. Global Consumer Trends: The Green Economy investigates the behaviors and motivations of consumers through the lens of current and future individual purchasing decisions, as well as larger questions around governmental incentivization and regulation.

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The Health Edition

Global Consumer Trends: The Health Edition, uses the presence of the vaccine to check in with more than 11,000 consumers from 11 countries to gauge their feelings about the vaccine, where and when it will be available, to whom; what could help encourage them to get vaccinated; and whether they believe the vaccine can lead to the end of the pandemic and a return to “normal.” Included in this report is an exploration of the current state of our personal well-being and changes to – and new habits of – our physical and emotional wellness. Lastly, the report examines healthcare access and availability during the pandemic, including the use of telemedicine as an option for healthcare.

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Explore our complete Global Consumer Trends COVID-19 series

The Economy Edition

Takes a closer look at the impact of pandemic-induced economic changes on consumer trends and – in some cases – compares those indicators to Dynata’s earlier reports that highlight how much some of these changes have impacted our local, national and global economies and lifestyles.

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Walking a Fine Line: Brand Messaging During the Crisis

The COVID-19 pandemic has radically changed nearly every aspect of the consumer experience, from what – and how – they purchase to the ways in which they respond to advertising. In this rapidly evolving environment, brands and marketers will need to balance the desire to reach consumers with being mindful of our New Normal lifestyles.

There has never been a more important time for marketers to adapt and respond appropriately with a data-driven approach. How can brands overcome the complexities of advertising during the COVID-19 pandemic?

Leverage actionable insights, across key areas, to ensure effective advertising strategies during these uncertain times.

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