The 2024 Consumer Value Equation
A deep-dive analysis into the modern consumer mindset, revealing how economic pressures are reshaping spending habits, brand loyalty, and the path to purchase.
Q1 2024
Executive Summary
Our Q1 2024 study reveals a consumer in a defensive crouch, profoundly shaped by persistent economic pressures. With financial confidence at a tepid 4.8/10, a vast majority are actively cutting discretionary spending and fundamentally changing their shopping habits. Brand loyalty has become highly elastic and conditional on price, with private label options now a mainstream strategy. This report unpacks the three core phases of our findings—the initial economic squeeze, the resulting impact on brand loyalty, and the digital filters shaping future purchases—to provide a clear framework for navigating this new, value-driven landscape.
Methodology
The findings in this report are based on a Q1 2024 Syndicated Consumer Survey of n=1,849 U.S. adults. The survey was designed to measure financial sentiment, spending habits, brand loyalty, and the influence of technology on purchasing decisions.
Consumer Confidence Wavers as 7 in 10 Actively Cut Back
Released: February 5, 2024
Financial Confidence is Tepid (4.8/10)
When asked to rate their personal financial confidence for the next 6 months, a significant portion of consumers expressed pessimism or uncertainty.
35%
Pessimists (1-4)
45%
Neutral (5-7)
20%
Optimists (8-10)
Discretionary Spending is on the Chopping Block
Dining Out
72%
Subscription Services
58%
Apparel
55%
Travel/Vacations
48%
Initial Insight:
The consumer is in a defensive crouch. The willingness to trade down is no longer a fringe behavior—it's the majority strategy. The "experiential economy" is under threat as consumers sacrifice dining and travel to protect their core finances.
Brand Loyalty is Elastic; Physical Stores Valued for Practicality
Released: February 12, 2024
The 20% Price Hike Test
When asked what they would do if their favorite brand raised prices by 20%, only 10% would remain loyal without changing behavior.
Wait and only buy it when on sale
45%
Actively seek out a cheaper competing name brand
30%
Switch to the private label/store brand alternative
15%
Continue to buy it at the new, higher price
10%
The "Green Premium" Has a Low Ceiling
While consumers value sustainability, their willingness to pay more for it is limited in the current climate.
Unwilling to pay more
30%
Willing to pay a small premium (1-5%)
45%
Willing to pay 6-10% more
18%
Willing to pay a significant premium (>10%)
7%
Initial Insight:
Brand loyalty is now conditional on price and promotion. For retailers, the data shows that the core, practical advantages of physical stores (immediacy, tangibility) remain their strongest assets. Nailing the fundamentals is what drives traffic.
Peer Recommendations Drown Out Traditional Ads; AI Tools Face Skepticism
Released: February 19, 2024
Influence is Personal and Digital
When trying a new product, trust is placed in peers and reviews, not top-down advertising.
Friend or Family Recommendation
68%
Positive Online Reviews
65%
Social Media (Influencer or Ad)
40%
In-Store Display or Sales Associate
33%
Traditional TV or Print Ad
22%
AI Shopping Assistants: Curiosity & Caution
Comfort levels with using AI tools like ChatGPT for product recommendations show a technology in its infancy.
55%
Very/Uncomfortable
25%
Neutral
20%
Comfortable/Very
Final Insight:
The path to the consumer's wallet is filtered through their social and digital communities. A reluctance to commit to major purchases indicates a deep sense of economic uncertainty. New technologies like AI are on the radar but have not yet earned consumer trust.
Turn These Insights Into Action.
Understanding these consumer shifts is the first step. The next is building a strategy to meet them. Let our research expertise guide your next move.