The Changing American Consumer

THE CHANGING AMERICAN CONSUMER

CONNECTED CONSUMER

MULTIGENERATIONAL HOUSEHOLDS

MILLENNIALS

DECLINING BIRTH RATES

SHECONOMY HYPERLOCALIZATION

SUPER CONSUMER

STAY-AT-HOME DADS

ECONOMIC DIVIDE

EMERGING MIDDLE CLASS

BOOMERSGENERATION Y

BROWNING OF AMERICA

URBAN CONSUMER

HOURGLASS ECONOMY

POLARIZED CONSUMERS

MARRYING OUT

SILVER TSUNAMI

GENERATION X

In 1970,

1 in 5 Americans were

In 2018,

1 in 3 Americans will be

In 2060,

1 in 2 Americans will be

Multicultural

Every hour in the U.S.:• 147 new Latino births• 43 new Asian American births• 41 new African American births

>50% of Multicultural Americansare under

35 years of age

381 languages spoken in the U.S.

1 out of 5 people speaks a language other than English at home

2015: 1 in 6 newlyweds marry across racial/ethnic lines

1965: Racial intermarriage was illegal in 1/3 of the country

Our all day #1 activity:CONSUME CONTENT

Over

10 hours a day

On an average day:~1M Americans use twitter to discuss TV

Tweets are read by 11M unique Twitter users

Americans on averageown four digital devices70% own smart phonesNearly 50% own tablets

But we are distracted

85% in the US use a mobile device while watching TV

48% of moms with kids <13 year-old use social media in the car

Young adults ages 18-24 are 2x more likely to use social media in the bathroom

Online Consumer Packaged Goods sales:

$25B growing 40%Mobile retail is gaining momentum87% of smartphone and tablet owners use a mobile device for shopping activities

Multicultural Millennials are 50% more likely to agree advertisements on mobile phones provides useful information about bargains

Between now and the year 2030,

every single day, 10K baby boomers will turn 65By 2060, almost as many Americans over age 85 as under age 5

turn 65

78 million Boomers hold:

70% of disposable income, and account for 50% of CPG sales

By 2030 Millennials will make up

75% of the workforce,

have spending power of $3.4 trillionA third of all households today include Millennials and Boomers

, but today, 16% are unemployed

Women control $4.3 trillion (73%) of U.S. spending

Women are the sole or primary breadwinners in 40% of U.S. households with children

16 million Americans identify as LGBT, up 26% over the past 5 years

$830B in spending power

health#1 U.S. consumer concern after the economy is

Half the world thinks they’re overweight

Sales of produce, health and wellness-oriented categories are growing stronger than center store sales

The way we eat is permanently changing47% of consumers snack as a meal replacement

Americans spentmore at restaurants and bars than grocery stores

20% of households account for more than half of the US income earned

Income inequality ratio is the widest gap ever

In 2018, 30% of new home completions will be multi-family units, twice as much as at the height of the boom

Most multifamily dwellings are rented

By 2018, home ownership will not rise above 65.5% of all householders

The concept of the sharing economy, the global view:

68% are willing to share their assets for financial gain66% are likely to use or rent products/services in a share communityThe sharing economy will surpass $3.5B this year

$

AMERICA IS CHANGING ARE

YOU?

THE CHANGING AMERICAN CONSUMER