Marketing Trends 2023: What Americans Want From Brands

Attest, a leading consumer research platform, today releases new data on the marketing trends that will shape 2023. 

The research is found within the third annual US Consumer Trends report which tracks sentiment and behaviors ahead of the new year. 

Consumers are positive, but four key worries weigh on their minds for 2023

The data reveals that a majority of American consumers (64%) are feeling positive ahead of 2023; by contrast, 16% feel negative as they head into the New Year. In fact, positive sentiment has only declined by two points from last year’s data. Yet their biggest worries for next year are paying for food (24%), increasing gas prices (17%), political upheaval (15%) and unaffordable energy bills (10%). 

Key findings for the marketing industry include: 

1. Humorous messaging still dominates & Americans want brands to be more political:

• Last year, American consumers wanted brands to make them laugh but the appetite for humorous messaging has fallen 5.8 points to 51%. 
• While humor does still reign supreme for the kind of messaging people want to see and hear from brands, motivational (48%) and reassuring messages (39%) have jumped from last year’s data, pointing to a public that wants to be inspired and comforted in 2023. 
• Much like last year, poverty/inequality (at 36%) remains the public’s top issue that it wishes brands to take a stand on in 2023. This is followed by racism (31%), women’s rights, climate change and gun violence, all at 29%. Notably, women’s rights experienced a 6% jump from last year. 
• Meanwhile, just one-fifth of Americans (20%) believe brands shouldn’t address political or societal issues, a fall of 1.9 points from 2022’s research.

2. Rampant consumerism is going out of fashion, with thrift shopping on the rise:

• Frugality is cool for 2023; 43% of consumers say they are buying fewer things and consuming less - that’s a 9.6 point increase from last year. 
• Thrift shopping will be a big pastime in 2023, with 38% of consumers saying they’ll be hunting for second-hand bargains to combat the rising cost of living. This is followed by 37% of consumers who will sell their unwanted goods, meaning the pre-loved market could be booming next year. 
• The environmental effects of fast fashion have been in the spotlight lately and it seems to have had an impact. A net -10.4% of consumers say they will buy fewer fast fashion items in 2023.

3. TikTok is taking off for brands & email marketing remains strong:

• The number of consumers who engage with brands on TikTok has increased by 10 points since last year, to 35% – the highest growth of all the social platforms. Overall engagement with brands on social media has increased by 4.7 points to 88%.
• However, the ever-dependable email remains an invaluable channel for brands to reach all age groups, with “once a week” being the preferred cadence for mailings at 25%. The percentage of consumers who don’t want to receive marketing emails is just 12%.

4. Virtual reality sees growth, but subscriptions suffer:

• Ownership of virtual reality (VR) headsets is growing; over a quarter of US households have one (at 26%). A further 29% of Americans who don’t have a VR headset state they plan to get one, highlighting a developing opportunity within virtual worlds for advertising. 
• Yet subscriptions appear to be a casualty of the rising cost of living, with 69% of consumers canceling one. TV streaming services were the most likely to be axed (at 34%), showing the challenge facing brands in reaching consumers on the right channel, especially with platforms like Netflix opening up advertising options.  

Jeremy King, CEO and Founder of Attest, said of the research: “As we enter the new year, Attest’s research finds the American consumer in an important and high-value state of flux. Inflation and economic uncertainty appear to weigh heavily on their minds, reflected in the want for brands to shift away from humorous messages. There appears to be a real yearning for more inspiration and motivational marketing for 2023.”

“Significant behavioral changes are taking root also. Frugality is on the spectrum between necessary and contemporary - finding new ways to save is becoming an American pastime. This research paints a picture of Americans trying to react to worsening economic conditions - with tectonic shifts in consumer expectations, perceptions, channels and value - meaning brands now more than ever need to be on top of the changing needs and wants of consumers to succeed.”