Global Consumers Have a Better Outlook Than Those in the U.S.

How to Reach Edgy and Hopeful Consumers With Your Global Marketing Messages

By Published on .

Christmas is coming, and marketers are hoping that the goose is getting fat. Everyone is pouring money into research trying to determine who will be shopping, when and for what. Getting your product on everyone's shopping list is one problem. But the basic question remains: How do you reach consumers when they're worried about making ends meet?

Edgy consumers in the U.S. aren't particularly hopeful that the economy will improve in the near term. They are an unhappy island in a hemisphere of optimism. Canadian and South American consumers feel that the best is yet to come, according to new research from global survey provider Synovate. It surveyed more than 18,000 people in Serbia, Japan, USA, Canada, UK, Spain, Italy, Netherlands, Germany, Mexico, Chile, Argentina, Colombia and Brazil to determine consumer mood.

The study found a negative outlook in the U.S., Japan and most of Europe. Sales, coupons and special offers will continue to be a key driver for getting these consumers into stores. South America and Canada can be reached with messages of hope and aspiration because of their more positive outlook.

Also in the research:

  • Brazil is the only market where consumers feel it's a good time to sell a house.
  • Most European markets, as well as the U.S., think it's a good time to buy a house.
  • Most markets feel it's a good time to buy a car, perhaps reflecting pent-up demand from people who have held off replacing their cars in recent years.
  • Ninety percent of French consumers have health insurance, whereas only 13% of Mexicans do.
  • Canadians are the most likely to have life insurance, at 53%.
  • Japanese consumers have almost no consumer debt, whereas European and North American consumers tend to carry a mortgage or a personal line of credit.

If you would like to read the full Synovate consumer study, click here.

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