Q1 2022 Consumer Sentiment Study Report

About the Study

Each quarter in 2022, 360 Market Reach (now Leger) conducts a consumer sentiment study to gauge how consumers feel in 3 crucial categories: life overall, health and wellness, and travel. Given the rapid changes associated with the pandemic, we've also included questions regarding how consumers feel about their financial planning and stability.

Through quantitative surveys of 1,000 U.S. consumers, age 18 and over, we gather essential data. Then, our team of market researchers evaluates and analyzes the data to reveal the most current consumer sentiments and behaviors. Our expertise in these categories enables us to offer unique perspectives and informed insights that not only help direct our research, but also provide your business with a plan you can use to adjust your quarterly strategies. As the year progresses, we'll update our findings each quarter to reveal how consumer sentiment evolves and how it could shape consumer behavior moving forward.

2022 Consumer Sentiment Overall Research Findings - Quarter 1

When looking at the overall research findings, there is reason for hope as we look towards the end of the year. Consumer responses, across the categories included, suggest the overall consumer outlook is positive. We found that:

54% of respondents feel optimistic about being able to stay safe while traveling
64% of individuals feel optimistic about their ability to prepare, financially, for their future
69% of respondents are optimistic overall
74% of consumers feel positive about their ability to take responsibility for their health and wellness

In summary, overall consumer sentiment looking forward to 2022 is positive. For more detailed information regarding overall sentiment as well as consumer sentiment in health and wellness and travel, download the quarter 1 key findings.

For our Q2 results, click here.

For our Q3 results, click here.

For our Q4 results, click here.

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Stories From Sentiment: Understanding Consumer Narratives

The stories we tell ourselves shape our lives and our decision making. The narratives we construct are based on past experience, inform our current decisions, and allow us to envision our futures. Therefore, brands and businesses need to understand consumer stories which are, so often, based on sentiment.

Sentiment is a primary driver when it comes to consumer behavior. Based on our current research, our analysts were able to identify three focused consumer sentiment stories that will have an impact on consumer behavior and, as such, can help businesses determine the strategies, products, and messages that can best connect with consumers.

Not Quite Ready to Pack Their Bags: Travel and Tourism

Over the last two years, few industries have been impacted as much as travel and tourism. While feeling optimistic overall, consumers seemed to be concerned about the health risks of travel during a period of uncertainty regarding this variant and the potential for others. Our research regarding the impact of COVID revealed the following:

37% of respondents are worried about travel plans because they believe the worst is yet to come
48% of respondents don’t believe it’s responsible to travel right now
48% of respondents are uneasy about traveling because risking their health isn’t worth it

Consumer concern should be top of mind for the travel industry. Over the next year, travel businesses will want to continue working to not only mitigate traveler risk but also to ensure brand messaging is responsive to traveler concerns regarding health.

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Feeling Good About Feeling Good: Health and Wellness

Since the 70s and Calgon commercials, we've joked about bubble baths and bath bombs encapsulating self-care. 2021 appears to be the year we stopped laughing and took self-care to heart. Perhaps it was all the time we spent in isolation, but consumers seem to have really honed in on taking responsibility for their own health.

63% of respondents recognize the need to re-evaluate their lifestyle and include healthier habits
81% of respondents want to take a vacation that focuses solely on relaxation
87% of respondents believe eating healthy food will improve their quality of life

Product development and innovation is an excellent way for brands to capitalize on consumer desire for new products and services to aid them in their health and wellness journeys.

Hedging Bets: Planning For The Financial Future

Philosophers have waxed poetic for centuries regarding uncertainty and how best to prepare for it. Some of them may have had better answers after the last two years. Perhaps it was the economic impact and anxiety caused by COVID-19, but, in 2022, consumers will be looking for ways to secure their financial future. Among U.S. consumers, ages 18-64, many are looking at ways to prepare their finances for stability and retirement through financial planning.

60% are concerned for the future and plan to change how they approach financial stability for the future
62% are researching how to take better control of their financial life
74% are preparing to be financially secure for the near future

As with our other categories, the impact of the pandemic is clearly felt by consumers thinking about financial stability and financial planning. Our research will continue to track consumer sentiment regarding the financial future and the changes consumers are making to increase their own financial security.

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