Leo Burnett Chicago has released the findings of the first U.S. edition of the HumanKind Study, highlighting the prevailing issues in today’s consumer climate.
In partnership with research firm Maru/Blue, the study delves into the key challenges facing Americans, particularly in mental health, finance, and social media. This comprehensive analysis reveals significant opportunities for brands to bridge societal divides and make a positive impact.
Led by Samantha Cescau, EVP and Head of Strategy, the study underscores the urgent need for brands to align with consumer values and concerns. Samantha emphasizes that brands can make a real difference by adopting a spirit of empathy and innovation.
The study’s key findings include:
- Societal Unhappiness: Nearly 59% of respondents perceive a general lack of happiness in society, which contributes to a pessimistic outlook for the future.
- Healthcare Skepticism: About 47% of Americans express a lack of confidence in the healthcare system, with notable concerns regarding access, especially within Hispanic/Latino communities.
- Financial Strain: Despite economic growth, many Americans across various income brackets feel financially insecure, indicating a need for brands to offer transparent and manageable financial solutions.
- Technology’s Impact on Gen Z: A significant portion of Gen Z respondents are concerned about technology, particularly screen addiction and its negative effects on real-world relationships.
- Trust Deficit: There is a pervasive lack of trust in both government and corporate America, highlighting the necessity for brands to foster community and transparency.
Despite these challenges, the study notes that Americans demonstrate resilience and optimism, seeking personal fulfillment and well-being. Brands have a crucial role in supporting these aspirations by providing empathetic and effective solutions.
Cescau articulates the agency’s philosophy: “At Leo Burnett, we firmly believe in one universal truth: what helps people, helps business. By uncovering where brands and individuals intersect authentically, companies and organizations can purposefully and successfully navigate the complexities of today’s world.”
To explore how brands can incorporate these insights and better connect with consumers, the full study is available for download here.
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