Today’s consumer environment shows a cautious mood. Even as people acknowledge a general concern about the country’s economic health, many feel protected within their own households. A recent 2022 report from Kantar, a data analytics and consulting firm, highlights a tension: optimism about possibilities exists, yet the majority believe that spending should be trimmed or held steady for the time being. The data indicate that households are wary of taking on long-term commitments, especially big-ticket purchases, amid broader economic uncertainty.
According to the December survey, 51% of respondents say their current situation allows them to maintain current consumption levels. Meanwhile, 43% advocate reducing spending, and 3% suggest increasing it. Across most product categories, mortgage housing loans stand out as a significant risk area in the eyes of consumers. Items such as flooring, vehicles, and financial investments also appear on cautions lists, while personal development expenses and basic household cleaning products show more resilience.
When job security is questioned, 88% report little or no risk of losing employment. Additionally, 62% express confidence that their income will stay stable, with a small portion expecting a rise. This combination suggests that many households feel domestically comfortable or manageable in terms of income and job stability, even as they hold concerns about the country’s overall economic trajectory. The report notes that unemployment fears could reflect insecurity in the wider economy, though current figures do not reach the levels seen in earlier crises in 2020 or 2012/2013.
Government measures
Analysts see the improvements in the macro picture as a response to government actions. After a period of progressive economic softening year after year, relief measures have begun to ease household financial pressure. Programs such as subsidies for fuel expenses, adjustments to the minimum wage, and labor reforms are cited as factors helping to reduce the number of households at risk of bankruptcy and to stabilize family budgets.
Theresa de Ledesma, a marketing insights manager at Kantar, notes that the moment of purchase often reflects a rational budgeting phase. She observes that spending on discretionary categories may shrink in the coming months, with Americans and Canadians likely avoiding bars, restaurants, and nonessential travel. She also sees households redirecting their attention toward home consumption and daily necessities. The strategic takeaway for brands is to emphasize value and practicality, aligning product messaging with current consumer priorities and the realities of post-crisis budgeting.
In summary, consumers appear to balance internal security with external concern. They buy less for entertainment and leisure, but maintain steady purchases for essential goods and personal development. Brands that communicate clear value, reliability, and practical benefits are positioned to succeed as households navigate this cautious phase, while policymakers continue to implement measures aimed at stabilizing the economy and supporting consumer confidence. This nuanced view helps explain why, even with signs of improvement, the impulse to conserve resources remains strong and why measured investment in durable goods stays constrained in the near term.