Persistent stressors have created 'resigned' consumer |
Recurring stress from political and economic insecurity have created “resigned” consumers, according to Kearney’s most recent Consumer Stress Index. The index, which is conducted by the strategy consultancy’s internal think tank Kearney Consumer Institute (KCI), is published quarterly and draws on a calibrated set of macroeconomic data and consumer input. The U.S. consumer stress index was up 2.3% in Q2 24 from Q1 24. The index’s consumer tracking is calculated from two elements: consumer flexibility, or agency in terms of perceived optionality and ability to impact conditions; and consumer sensitivity, or what issues are top of mind/how consumers are feeling. “Our research found that two-thirds of Americans are living paycheck to paycheck—amid this, they need a source of reliability and consistency,” said Kearney's Katie Thomas. “Rather than contribute to uncertainty through practices like shrinkflation, brands have the ability to lend a sense of clarity and stability to our 'resigned' consumer." That could mean delivering consistency and clarity in packaging, pricing, and marketing. It could also mean avoiding messaging that exacerbates politics- or technology-related stress.