As we chart our course for 2024, it's worth looking back at what mattered most to consumers in 2023 to understand how consumer priorities have evolved over the past 12 months.
We surveyed 677 individuals from the United States, Germany, Mexico, and India to uncover the year's most talked-about topics.
The central theme of 2023? Instability.
When we asked consumers' what they thought the global 'hot topics' of 2023 were the underlying theme was instability. The Russia/Ukraine conflict was top of mind for most, followed by the Israel/Hamas conflict and economic instability. Global health concerns and climate change urgency were also mentioned by over 1 in 5 respondents.
While this gave us a quantitative view of the top topics, we wanted to understand specifically what it was about the top topics here that people remembered. With relation to conflicts, participants frequently mentioned the aftermath of these conflicts, including tension, casualties, impacts on alliances, and trade disruptions. Economic instability brought up concerns about inflation, job security, and funding challenges.
“The most pressing global issues included global warming, the ongoing war in Ukraine, and the conflict between Palestine and Israel. We experienced extreme weather conditions worldwide, with hotter temperatures and natural disasters, like hurricanes, blizzards, and earthquakes. The wars also had a huge effect on supplies and alliances between countries.”
MALE, 43
“In 2023, the pressing global issues were inflation, economic challenges, and health concerns, all of which made the unemployment situation worse.”
FEMALE, 49
While advancements in AI dominated late-year conversations, only 7% of respondents mentioned it as a major topic when reflecting on the year. Remember, these responses are unprompted, so it demonstrates that this topic actually wasn’t that front of mind for consumers even though it felt like all anybody was talking about at times.
Why? Because for the most part, consumers didn’t feel personally impacted by it. Instead, we see that topics like economic instability (48%) and political unrest (33%) felt much closer to home and were therefore more front of mind for the public.
Health and wellness, career development and financial stability trumped personal priorities
When we asked about the main focus areas for 2023 in their own lives, the responses highlighted three primary concerns:
1. Health and Wellness: Consumers prioritised nutrition, pandemic recovery, and self-care.
“In 2023, my primary focus was on enhancing my overall health. I underwent eye surgery, took steps to better my dental health, and worked on improving my physical condition. Specifically, I had cataract surgery, which was initially scheduled before the pandemic but got delayed. As a result, my vision problems worsened, but having the surgery this year significantly improved my quality of life, allowing me to fully take care of myself once again.”
FEMALE, 57
2. Career Development: Adapting to new career paths, entrepreneurship, and technology were key themes.
“My key areas of focus were to get employed and to be financially independent. I achieved my goal 3 months ago and I am enjoying my office life and. I was finding a job to support my family and applied in many companies and finally working with a reputed company.”
FEMALE, 24
“I expanded my business, looked into going back to a regular job instead of working from myself. I’m trying to keep ahead of the bills that keep coming and trying to figure out how to make more money so I don't lose what I do have.”
MALE, 62
3. Financial Stability: Budgeting, re-establishing financial independence, and protection against rising costs were also top of mind.
“In 2023, my primary focus was on finding independence and ensuring I wasn't bound by things or individuals that didn't contribute positively to my life. This included learning to navigate economic challenges on my own.”
MALE, 24
My main focus was financial security. Inflation reduced my purchasing power, so I had to find a new source of income.”
MALE, 38
“In 2023, my primary objectives were to secure employment and achieve financial independence. I accomplished this goal three months ago, and I love my new office life. My motivation was to support my family, and after applying to lots of companies, I'm really proud to be working with a reputable firm.”
FEMALE, 24
Areas like leisure and travel, contributing to the community and sustainability while mentioned, were less front of mind.
Standout Brands of 2023
We also explored which brands left a mark on consumers. Nike topped the list, followed by Apple, Samsung, Amazon, and Adidas.
The standout qualities were innovation, quality and comfort and reliability. These attributes underscored the importance of both cutting-edge technology and dependable performance, highlighting that it's not just about the new and shiny and that the old and shiny matters too!
“Amazon caught my attention with their film releases and series, tackling themes that are rarely seen on open TV. They covered intense subjects like human trafficking, drug trafficking, showcased different types of families, and delved into the lives of same-sex couples.”
MALE, 60
“The Nike trainers not only looked good but felt great to wear. The anticipation and experience of receiving the shipments added to the excitement.”
FEMALE, 24