CivicScience engages directly with consumers, collecting over one million survey responses daily, to turn real-time insights into high-performing advertising campaigns. See how leading brands use CivicScience to drive campaign performance here.
1. One in three U.S. adults says they’ve been loyal to their current favorite clothing brand for three years or fewer.
Rising prices and economic uncertainty are prompting consumers to rethink their spending and brand loyalty, particularly regarding clothing. While a little more than one in three U.S. adults have stayed loyal to the same brand for over a decade, as many as 35% report they’ve only been loyal to their current favorite clothing brand for less than four years. While lower-income shoppers (under $50K) are notably the most likely to report they’ve been loyal to their favorite brand for less than a year, even 18% of high earners ($100K+) have remained loyal to a favorite clothing brand for under four years – though high-income households over-index in being brand loyal for over 10 years (54%).
Take the Poll: Do you think name-brand clothing is overrated, underrated, or properly rated?
2. Many Americans continue to experience consumer fatigue, and healthcare and pharmaceuticals are the leading drivers.
Over one in four consumers recently told CivicScience they’ve been feeling the effects of consumer fatigue, describing a sense of being worn down by products, advertising, and buying pressure. CivicScience data show that these feelings are driven by a variety of industries, led by healthcare, pharmaceuticals, and social media.
These feelings also vary by how Americans consume media. For instance, cord-cutters report greater fatigue from consumer tech advertising (e.g., smartphones and devices), while those who haven’t cut the cord on their cable or satellite show more weariness toward retail and apparel messaging.
Is your target audience feeling consumer fatigue? CivicScience clients can leverage millions of self-declared responses directly from consumers in real time to inform decisions and engage the right audience at the right time. Click here to explore how CivicScience can help drive winning ad campaigns.
3. Convenience and savings keep shoppers who can afford to spend more coming back to discount retailers.
Despite having the financial means to shop at premium retailers, many continue to choose lower-cost stores for a variety of reasons. According to self-declared consumer survey data, 56% of respondents who shop below their means say they shop at discount retailers because their money goes further, while 41% cite better location or convenience, and 36% enjoy finding deals or discounts. This suggests that price sensitivity, convenience, and the appeal of savings are strong motivators even among shoppers who can afford to spend more.
Let Us Know: Have you ever bought something you didn’t need because it was on sale?
