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Roughly, one-third of our lives will be spent at work. That’s a really long time to be in a job that’s potentially unsatisfying or unfulfilling. 

Fueled by the pandemic, employees are increasingly concerned about making that time matter. They’re re-evaluating what makes them truly happy in both their personal and professional lives, and this is having a knock-on effect on what they expect from employers. 

As many companies navigate a tricky labor market, it’s important to take a step back and understand what really matters to employees. 

Read on for our take on how workplace expectations are changing and what this means for employers.

Work-life balance is almost as important as salary

The term “quiet quitting” is making waves right now. The trend, which was coined by a Gen Z creator on TikTok, basically involves doing the bare minimum in your role or avoiding going above and beyond to minimize or reduce burnout; something that younger workers in our data are more likely to struggle with. 

It’s also seen as an antidote to “hustle culture”, where people feel the need to do more all of the time, which can result in burnout, stress, or fatigue. 

While “quiet quitting” has led to criticism from some companies and experts, the underlying reason for it is clear: more employees don’t want to let their career break down their mental or physical wellbeing. It’s really about self-protection. 

We can see this shift in mindset coming through in our data too. While salary remains at the top of employees’ priorities, it’s closely followed by work-life balance, something that over a third of Gen Z/millennial professionals say they struggle with.

This really hammers home how important having a good work-life balance is for employees, which makes sense considering the emotional and physical toll the pandemic has had on many people’s lives – especially for younger consumers. In the US, for example, the number of Gen Z who say they experience stress or anxiety often has increased by 17% in the past year.

There’s no “perfect” work-life balance that works for everyone. For some, maybe it’s not having multiple after-hour meetings; while for others it might mean taking more breaks, or being able to fully switch off on vacation days.

One thing is clear though: more people are starting to realize that time is just as valuable as a paycheck. 

So, for any employer looking to attract or retain staff, it’s important to foster a culture that focuses on ensuring a healthy work-life balance and supports workers to put this into practice. There’s no one-size-fits-all approach, so being flexible and working with the individuals’ needs in a holistic way is crucial.

It’s also key to ensure employees feel comfortable to speak up before problems arise or get worse, and before they consider “quietly” changing up their pace of work. 

Considering that 70% of workers say they’d quit if another employer offered better policies to reduce burnout, it quite literally pays to put employee wellbeing front and center. 

Don’t underestimate the power of a happy workforce 

“Time is too short and fragile to be wasted”. This was one of the standout quotes from our Connecting the dots 2022 annual trends report, and it still rings true today. 

In our latest Zeitgeist research, 86% of employees agreed they want to do work that makes them happy. 

It might sound obvious, but cultivating a positive, happy work environment is absolutely key to employee satisfaction. Not only that, but research has shown that happy employees are more productive too. A win-win for everyone.

Unfortunately, Gallup’s State of the Global Workplace 2022 report found that most employees remained disengaged at work. This isn’t just a people team issue, but a bottom line one too. Employees who aren’t engaged cost the world $7.8 trillion in lost productivity. 

Fair pay and flexibility, in some shape or form, have come to be expected at this stage. To truly feel happy at work, employees need to feel a sense of purpose and belonging, as well as trust and respect – something that ultimately needs to start from the top. 

For example, it’s important for business leaders to prioritize positive, open communication where everyone has a chance to be heard, no matter what level they’re at. Likewise, what leaders do with this information is equally important. Follow-through is absolutely essential to establishing trust. 

Using our GWI Work data, professionals say more transparency across the company is the top factor that would help them feel more aligned with their company and its vision and strategy. This might help to explain why employees value salary transparency when it comes to finding new jobs, which helps to build a sense of openness and trust right from the start.

The majority of employees also want their work to be meaningful; and it’s something more are looking for post-pandemic. The last two years saw large numbers switch professions, set up businesses, and upskill/reskill. Many employees saw this period as an opportunity to work out what they wanted to do with their lives and how they could make these goals happen. 

With an increasing backlash against “hustle culture”, many employees are taking action, in whatever way they can, to mitigate the effects of burnout; whether that’s “quiet quitting”, going on sabbatical, speaking up about issues, setting clear boundaries, or finding a workplace that better fits their needs. 

For businesses navigating through yet another time of uncertainty, here are some key takeaways to mull over:

• No longer ‘hustlin: the trend of “quiet quitting” is a protest against “hustle culture”, where many people feel the need to do more, be more – and run the risk of grinding themselves down. For businesses worried about quiet quitters, it’s important to create a culture that prioritizes mental wellbeing, taking time off, and ensuring people have a safe space to speak up before problems get worse.
• Work-life balance is a must: with burnout on the rise, a fair salary isn’t enough to encourage employees to show up. The best companies will recognize that every employees’ needs are different, and work with them to find actionable, tangible solutions to improve their day-to-day work lives. For some this might mean no after-hours meetings or messages, while for others, it might look like time off for their mental wellbeing.
• Meaningful work matters: the vast majority of employees say they want to do work that has a purpose. With happier employees being more productive ones, fostering a culture where employees can freely share and create ideas – no matter how big or small, and encouraging even the most junior employees to speak up is important.

Despite airline chaos, many British families were desperate to get away this year, and they weren’t alone.

As travel insurance company AllClear points out, worries around canceled flights, long queues, and steep prices often lost out to the fear of missing yet another summer.

Not everyone made it abroad, but ongoing demand for travel amid all this is a sign of consumers’ resilience.

Sadly, experts don’t expect the situation to improve anytime soon. CEO of Heathrow Airport, John Holland-Kaye, has warned that disruption could last another 18 months, which will really test people’s resolve.

But how strong is it in the first place?

In this blog, we’re going to look at how enthusiasm for travel has changed over the last two-plus years, how sticky it’s likely to be, and how travel providers can cater to vacationers as the disorder continues. 

Travel’s rebound has been steady

2020 was the worst year on record for tourism. People weren’t sure of their finances, vaccines weren’t widely available, and different countries had different restrictions – which meant the idea of traveling was often quite intimidating.   

As a result, the number of people buying vacations or travel tickets fell by 14 percentage points between Q1 2020-Q1 2021. We’ve excluded China from our analysis because Beijing’s zero-Covid policy clouds the sector’s long-term outlook and affects our global figures.

As 2021 drew to a close, the main headline was this: tourism saw an upturn compared to 2020, but stayed well below pre-pandemic levels. On the whole, the pace of recovery was slow and uneven because restrictions and vaccination rates continued to vary around the world. 

And 2022 has followed the same pattern. 

The industry’s making gradual progress, though 2019’s figures are still a way off. 

This is especially true among Gen X and baby boomers, who have relatively more ground to make up. Pre-pandemic, Gen Z were the least likely to make bi-annual travel purchases; now, they’re our second-most active group of travel buyers behind millennials. 

So, while we have a good indication of where the sector’s headed, demographic differences and current events make the future harder to predict. 

A wave of new challenges has ultimately surfaced in the past few months, and the questions we now have to ask are, is this trend likely to continue across 2022-23? Or will lingering travel disruption, rising inflation, and the shadow of the Ukraine conflict be enough to put them off? 

Basically, will the next 18 months be remembered as a time of revenge travel or travel chaos?

Travelers are keen to get away, no matter what

Our data across 2022 suggests that consumers are keen to keep traveling for as long as they can afford to; they’d sooner sacrifice other activities than give up their vacations.

In March, we asked people what they’d be willing to spend less on in the future. 27% said holidays, which are more likely to remain on people’s budgets than alcohol (32%), socializing (40%), and treats/luxuries (41%). Among Gen Z, vacations even scored below home entertainment, beauty/personal care, and clothing. 

If they had to choose between the two, most would rather have one big blow-out than multiple days or nights out.

Our more recent July research backed this up. When asked what would bring them joy in the future, 55% said traveling. This ranked behind only spending time with family (57%), and ahead of spending time with friends (47%), dining out (42%), and hobbies (39%). 

Holidays are clearly low down on the list of things to cut, with pent-up demand for travel stretching quite far. For many, it’ll take a lot more than delayed flights or traffic queues to convince them to spend another vacation at home. 

People are finding ways around the chaos

While vacationers are desperate to make up for lost time, the majority accept that things may change last-minute. 37% of those planning to fly this year say they’re very likely to adjust their travel plans, with 40% saying there’s a fair chance they will.

Again, canceling is a last resort. More are staying closer to home, changing their tickets to be flexible, or opting for different travel methods.

This means that domestic trips are very much on the cards, especially in countries with vast or diverse landscapes like China, India, and Japan where travel adjusters are most likely to be changing their specific plans. 

This is good news for local companies offering experiences, with a quarter of domestic vacationers in these countries having bought one in the last 6 months. Peek, an online marketplace selling tours, raised $80 million in 2021 – which shows the potential of discovery and booking platforms. 

Especially among regular international travelers, swapping one long-haul trip for a holiday in a neighboring country or occasionally being a tourist in their own one seems like a good compromise when faced with higher costs and airline chaos. 

Travel providers can benefit from this shift by fostering a sense of belonging and pride in a particular region or country. In its ‘Escape the Everyday’ campaign, for example, VisitEngland put the spotlight on the destinations and attractions on offer across England’s cities to inspire short breaks.

Closer vacations also help explain changes in people’s transport methods, with the Eurostar under pressure to ease the burden on planes. There are even reports of sleeper trains resurfacing, which makes sense, given 70% in four European markets are planning to take a vacation in Europe this year – miles ahead of other continents (34%). 

It’s usually experience over price

Globally, value for money has the most impact on where we travel. Though, value isn’t the same as price, it’s about getting your money’s worth – which is why deals and offers aren’t nearly as influential to consumers as having a relaxing, cultural, or memorable trip. 

The Covid crisis inspired many of us to step outside our comfort zones and make the most of life, even with a recession looming. And as more prioritize their wellbeing and seek to maximize their time, these are qualities that travel brands need to emphasize.  

It’s worth pointing out that different holidaymakers value certain qualities more than others. 

Europeans lining up a beach break care more about the weather, relaxing, and special offers; safari and cruise planners stand out for craving once-in-a lifetime experiences, while city-goers/sightseers want to be immersed in the culture. 

In many of these cases, added extras create the sense of a good deal. The number of Europeans who say facilities like gyms and pools are important to them when booking travel accommodation has climbed by 7% since 2021; and niche cruise packages with wildlife tours can have the same effect, in catering to this particular group of vacationers.

Adventure-seekers might be a minority, with large numbers choosing to stay closer to home, but they’re a growing audience. In Europe, there’s been a 23% rise in people planning to vacation in the Middle East and Africa since last year – a pattern Expedia links to today’s GOAT (Greatest of All Trips) mindset. 

While extra amenities like hotel shuttles or steam rooms will probably resonate well with sunbathers, we expect brands showcasing exciting ‘bucket list’ trips to land better with these so-called ‘GOAT travelers’. 

Familiar adventures are attractive 

Another thing that creates a sense of good value for money is trust, as evidenced by our fastest-growing purchase influencers. 

Recommendations from travel agents top our list. Though online reviews from other travelers are still more influential overall, this increase suggests that more people are doing their research and seeking out expert opinions. 

Especially if holidaymakers can’t afford to take long-haul vacations as often as they used to, they’ll want to make sure they’re getting the best package.  

Many consumers are keen for more familiarity amid all this uncertainty, which is why seeing or hearing an ad, being in touch with a destination, and noticing it on TV have all climbed in importance.

During lockdowns, we spent more time watching TV, a move that helped screen tourism take off. Since then, reports of rising demand for TV-themes itineraries have sprung up – that’s hotels offering Bridgerton-inspired teas or National Parks allowing travelers to cosplay as characters from hit dramas. 

These experiences are popular because they’re immersive, yet predictable. And if this is an effect travel providers can create, they should. 

They can also lean on influencers to tell their story and drive familiarity, given that over a quarter of vacationers use social media to find inspiration for things like places to visit. 

While Airbnb struggled at the beginning of the pandemic, its social media strategy gave wind to its recovery. Not only does it spotlight unique locations and insights into why they’re special, it works with hosts who share windows into their areas or homes, putting followers at ease. 

Where did you go this summer?

In short, many of us believe our holidays have major cultural and mental benefits, and that’s not something we’re willing to give up. But we’re making adjustments to both our plans and expectations. 

Whether they do it through an ad, a TV reference, or influencer profile, brands will need to convince people they’re offering a trip worth taking, giving consumers yet another reason to keep traveling despite the chaos.

A content creator is anyone who produces entertaining or educational content, typically for a digital channel that targets a specific audience. These people generally leverage their passions and interests, big or small, to create deep connections with audiences over time.

In our recent Zeitgeist research, 36% of consumers say they’ve posted or created content in the past year in some form, which shows just how broad the creator ecosystem is. And while some creators have built enough of a platform to earn money from what they do, the majority of creators do it for fun, or as a creative outlet. 

Content creators are not to be confused with influencers though. Influencers are social media personalities who influence their followers to do or buy something, whereas content creators create and distribute their content. They’re not necessarily there to encourage followers to buy something. 

While the lines are often blurry, the main difference between the two is their intention. 

In this blog, we’ll demystify who content creators are, how they use different platforms, and what they’re looking for from brands. 

Who are content creators and what are they posting?

Of those who have posted content in the last year, two-thirds have posted a picture of something they created, whether it was food, clothing, or something else. But content creation isn’t just posts and pictures. It spans a whole host of different formats, ranging from art to podcasts, and everything in between. 

For example, Adriene of “Yoga with Adriene” uses her platform to sell her different paid yoga classes, but overall, her mission is to share free yoga videos which subscribers can follow along with. 

The majority of content creators are Gen Z or millennials; naturally the younger generations who came of age when social media became a phenomenon, so they’ve witnessed its potential power and reach. These generations are also more engaged with the world of creators themselves, which may, in turn, influence their own content creation ambitions. 

These younger content creators flock to Instagram, a platform which specializes in two popular kinds of posts – photo and video sharing. Gen Z and millennials are also more likely than older generations to use other platforms like YouTube, Twitter, TikTok, and Twitch to post their content. 

TikTok, the fastest-growing platform among Gen Z outside China, has become a platform where content creators share what they know or involve viewers in what they’re working on. This means that the platform has grown to include accounts dedicated to almost anything and everything. 

For example, David Zinn uses his TikTok channel to showcase his street art where he uses everyday sights to bring his art to life. In a completely different direction, Tamar from @corporatebaddie uses her platform to provide career advice to others and share her experiences. 

Meanwhile, other creators on the platform have leaned into the unboxing trend, which has soared in popularity – #unboxing has had 44.3 billion views on the platform since its launch in 2018.

As there’s so much potential to attract a following across a range of platforms, there’s no “perfect” platform for content creation.

It really depends on the creators’ needs and what they hope to achieve, but the possibilities are enormous. 

Content creation is the new hustle

The majority of content creators post for fun, while others say they post because they’re passionate about something, or use it as an outlet. 

That said, for just over a quarter, content creation is a full or part-time job. Among this group, the majority are male millennials with mixed income.

The development of the gig economy goes hand-in-hand with the evolution of professional content creators. And with the cost-of-living continuing to increase, more people might look toward other sources of income and monetize their passions – content creation being one avenue.

When it comes to making money through content creation, YouTube’s low benchmarks for monetization makes it a popular choice.

The platform only requires 1,000 subscribers before the individual can make money from ads, which is likely to be a reason why it’s a top choice among professional creators. 

Their next most preferred platforms are Instagram and Facebook. While neither offer many payment opportunities from the platforms themselves, they’re breeding grounds for brand partnerships. Their large user base allows for connections beyond just friends and family, while their photo, video, and story features are easy-to-use, making them ideal for newbie creators. 

Likewise, the way these services have shifted from pure social media sites to social marketplaces has made it easier for creatives to sell their own physical and digital goods. 

Other platforms like Etsy have also provided content creators with a way to sell their goods online. With the pandemic driving many to start their own creative businesses during times of economic uncertainty, the platform experienced a growth in the number using it to sell their goods.

Etsy sellers have their own communities and fans. For 30%, their creative business is their sole occupation, but for many others, it’s an opportunity to embrace their passions as a side hustle. 

A closer look at full and part-time creators

It’s pretty risky to pursue a career creating content – building up a following and creating engaging content isn’t easy, even today when there are more opportunities than ever to monetize. 

For some people though, it’s worth the risk. This helps to explain why full and part-time creators are more likely to be adventurous, risk-taking, and ambitious than the average social media user. 

Many creators use social media to get inspiration and to showcase their work.

Full and part-time creators spend, on average, 2 hours and 45 minutes on social media a day.

That’s around 15 minutes longer than the average social media user and around half an hour longer than creators who make content for fun.

Part of the creative process is finding inspiration from others, something which this group are 31% more likely to do on social platforms than the average social media user. They’re also more likely to follow other experts on social, whether it’s beauty, gaming, or fitness experts – it’s likely that they’re following other creators in their niche to get an idea of the industry and inspiration from others. 

The most distinctive reason content creators use social media is to hustle – they’re 60% more likely than the average social media user to use social platforms to make new contacts, suggesting it’s a key way for them to expand their business. 

At the same time, this group are less likely than the average social media user to follow friends and family – they’re not online to keep in touch with others, they’re online to grow their personal brand and find monetary opportunities. 

What content creators want from brands

Content creators’ ready-built, engaged communities are extremely valuable to brands, which is why many brands partner with creators to nurture existing customers, attract new ones, or strengthen their community on social. 

With around a third of creators building an audience for over four years, they know their audience best. 

Many have worked hard to build up an engaged follower base that’s ultimately centered around shared passions. Content creators are more likely than the average user to say they want brands to run customer forums/communities or listen to customer feedback. So, for those who do collaborate with brands, being able to give feedback is key as they’ll naturally want to have creative influence. 

Personal brand is also important. Considering it can take years for creators to build an audience, they’ll be keen to protect their personal brand at all costs. As a result, they’re 15% more likely than the average internet user to want brands to help improve their image or reputation. 

This means that for creators and brands, it’s important that the partnership is built on shared values and passions to create something that’s meaningful and genuine. For example, making sure the creator either already uses or would have a clear use-case of their product is important. The trend of wanting real, relatable content online hasn’t died down, so it’s important for brands and creators to take note. 

Key takeaways:

• The best creators inspire others and create engaged communities around shared interests and passions. While most creators do it for fun, some also do it as a side hustle. For the right brand, this could open up massive opportunities to reach a ready-built, engaged audience.

• Creators want to be listened to, and have a personal brand to protect. They know their audience and its needs better than anyone else, which means many will rightly want creative influence in any collaboration. For brands, it’s important to lean on creators’ know-how first and foremost.

• Making sure the creator either already uses or would have a clear use-case for a product is key. This allows audiences to see the brands’ products “in the wild” – which ultimately helps the relationship feel natural to creators and genuine to audiences. 

Rising costs are affecting us all around the world. A quick internet search of the word “inflation” reveals multiple news articles about increasing food costs, sky-high fuel, and record breaking flight prices. 

Compared to three months ago, 56% of consumers think their current cost of living has increased. 

But the impact of inflation isn’t straightforward; while people are more aware of higher price tags to their weekly grocery shop, not everyone is making cutbacks where they’re seeing the surge. 

Being price conscious doesn’t equal spending cuts

Even though current financial confidence remains somewhat secure for consumers around the world, many are taking precautionary steps. 

Compared to three months ago, our number one concern is around food prices, but it’s not at the top of the list when it comes to curbing spending. Out-of-home entertainment, luxury items, and clothes are what we’re deciding to spend less on. 

Out-of-home activities are often first in the line of fire when inflation strikes, and for many, that means making spending cuts to what they feel they can control. We can’t determine the impact of the pandemic on our travel costs or the war in Ukraine on our gas bill, but we can mitigate how much money we spend on the next family dinner at our favorite restaurant.  

However, just because people are spending less on out-of-home activities doesn’t mean all travel or entertainment companies will suffer, and our data suggests that some are set to benefit. In fact, the fastest-growing planned purchase year-on-year is concert tickets. 

Consumers are simply reprioritizing where they’re spending their money by making tweaks to how much they buy, and when. 

Even with a healthy financial outlook, newer forms of credit can look appealing. In the UK and US, we’ve seen a 29% rise in consumers using buy now pay later services weekly since last year. While customers need to be wary of potential penalties like late fees, alternative payment methods can be a convenience to those making adjustments. 

On the whole, though consumers are more wary of how they spend their money now that budgets are reduced, many non-essential purchases are still on the table. 

Major purchases still matter to consumers 

The cost of living might mean spending less on luxuries, but it doesn’t signify that shoppers have stopped buying them altogether. While we’ve seen changes to consumers buying items like handbags, jewelry, and wristwatches, shifts in these major purchases have been marginal. 

Not all companies can afford to lower prices, but they can all focus on adding value beyond the price tag. 

Perceived value is a key purchase driver for many people. Even unplanned purchases demand that brands offer a pleasant purchase journey; and we’ve seen businesses lean into their sustainability strategies to focus consumer attention on affordable eco-alternatives like secondhand clothing as a means of value beyond price. 

Cost is absolutely still a consideration. But when choosing between buying a less expensive handbag and not buying a handbag at all, many consumers still favor the former choice. And this is something that we’ve seen more prominently when it comes to travel.

Travel is still on the move

After two years of lockdowns, variants, and quarantines, consumers are looking to make the most of their vacations this year. 

Even though we haven’t seen travel purchases bounce back to their pre-pandemic levels just yet, travel tickets such as flights are still within the top 10 major purchases for consumers in the last 3-6 months, and since Q3 2021 we’ve seen a 9% increase. 

While most aren’t ready to forgo their vacations, they’re making some changes.

36% say they’ve become more price conscious about travel/vacations in the last three months, with the same number spending less on them too.

And with the sudden surge in travel this summer, chaotic airport scenes have driven people to look a little closer to home. 1 in 5 consumers across 12 markets are adjusting their specific plans to take vacations somewhere closer, and domestic vacations are third on the list of major purchases in the last quarter.

It’s adjustments like these that offer brands a window into how consumers are really feeling about inflation. They might be met with startling headlines about a looming recession, but recession or not, what matters most to consumers is safeguarding their non-essential purchases through modifications rather than passing them up completely. 

All essentials aren’t created equal

Once again, necessities like food and utility bills are top of the list when it comes to consumers being more price conscious. 

More are turning to discount or dollar stores, with the number of Americans saying they visit one often increasing by 9% since Q2 2020, and retailers are starting to respond. Walmart recently expanded its offering of third party sellers online, attracting high income shoppers. 

Although we see slight fluctuations between income brackets on where consumers are buying cheaper in our data, out of the essentials listed, transport is one area where most are actively trying to spend less. 

The majority of people enjoy the solitude of driving to work by car, and recent falls in gas prices have been a welcomed relief to many after a sudden jolt. But, coupled with economic uncertainty, the fluctuations in fuel prices have given drivers an opportunity to rethink their commutes.

Across Europe, several countries offered alternatives to cars this summer with reductions to public transport fares, and some have abandoned fees altogether since 2020. 

Even though transport methods like taking the subway, bus, or cycling to work look appealing to most consumers who typically drive alone, for those living in rural areas, other methods aren’t considered viable future commutes. 31% of rural drivers opt for “none of these” within a list of 10 other travel options to choose from. 

So, even though transport is a price concern for consumers at every income level, not everyone is able to make the switch. 

It’s a problem that persists for rural residents – there simply isn’t the right kind of infrastructure in their area. Unpredictable fuel prices are a concern for everyone, but those who solely rely on their cars to get around (not only to work, but for everyday activities too) aren’t able to make the same conscious considerations that their counterparts in suburban and urban areas can. 

Reductions or free fares can be appealing to the masses, but just targeting the cost of public transportation isn’t going to cut it.

Working from home is one solution here, but it’s a luxury that not everyone has, especially those in rural areas with obstacles like limited high-speed internet access. 

Equally, many labored jobs require being physically present. With over a third of consumers keeping a look out for other job opportunities, employers may want to consider not only the cost of commutes, but also workplace accessibility when thinking about ways to retain their employees. 

The cost of living isn’t measured on price alone

When it comes to tackling inflation, people will always look for ways to spend less, but for some purchase categories, they’ll hold on for as long as they can. 

This reminds us that consumer behavior is complex and that shoppers will keep making room for the things that bring them joy. In many of these cases, they’ll make swaps, not cuts. 

Brands and employers should therefore look for ways to help people better manage their money by offering more price points and flexibility. 

And while many are spending less on those nice-to-haves, current predictions often overstate things. It’s crucial to remember that spending isn’t just a practical activity, it’s an emotional one too.

There’s certainly a different vibe to this year’s FIFA World Cup. 

For starters, the 2022 competition will be the one of the few major sporting events set to go ahead on schedule since the pandemic began. It’s also the first time the World Cup has been held in winter; a must if the players are to perform in the blistering Qatar heat. 

And then there’s the controversy. With stories of corruption and human rights abuse surrounding the event, all this is having a strong impact on the way fans feel about the tournament.

Using our Sports dataset, we take a closer look at World Cup fans: who are they, how do they shape up around the world, and what’s the general feeling among them ahead of kick-off? 

To gain deeper insight into the competition, we’ve partnered up with COPA90. In May 2022, they reached out to fans, cultural experts, and Qatari locals to understand just how the first ever World Cup in the Gulf region will come together.

1. Excitement isn’t building like you might think

The majority of fans are excited about the tournament – but it’s a slim majority, with just 53% saying this. 

The same can be said regarding the tournament’s location; 44% support the World Cup taking place in Qatar, but the same number have no opinion yet. Attitudes are a little more mixed here, but few are opposed – just 12% of consumers are.

Given the controversy surrounding the tournament, it makes sense that some fans will have reservations about the competition, especially its location. 

But while brands are busy drafting campaigns right now, consumer interest in the World Cup typically kicks in a lot later – so there’s still plenty of time for things to change.

You can get a sense of this in action based on Google searches for the 2018 tournament, where interest only really took off a month before the tournament began. With search traffic for the 2022 FIFA World Cup relatively low at the moment, it could be because most people aren’t thinking about it just yet.

It’s also possible that consumers may well have their minds on other things.

There’s the cost-of-living crisis for one; the World Cup probably isn’t a priority to some consumers. Things like the price of travel, accommodation, or tickets will surely be big concerns for low-income fans, but even things like the price of streaming services used to watch the games have to be taken into account.

There’s also national leagues taking place in the meantime. Normally these finish prior to the competition, but it’s reasonable to suggest that fans are more focused on club football until the tournament officially begins.

In conversations COPA90 had with its community, there were concerns about sportswashing, alongside excitement about the prospect of watching their team compete on the biggest stage. 

And while others denounced Qatar’s human rights record, this was often followed by feelings of anticipation and hope around their team’s prospects of finally winning the World Cup.

These examples demonstrate the complex feelings toward the tournament. There will undoubtedly be more emotions when you consider the various narratives around each of the competing nations, but it goes to show that feelings toward this year’s World Cup are more complicated than you might think.

2. Other sporting events had stronger support

By focusing on the US and UK markets specifically, we can see how World Cup excitement compares to previous large international sporting tournaments, using the 2020 Olympics and the 2022 Winter Olympics as benchmarks. 

There are some caveats to this. For one, our 2022 World Cup research was fielded earlier than the other competitions. Excitement may not be fully kicking in yet because it’s still a few months away – as we saw with search traffic for the 2018 tournament. 

Another is that the Olympics events came during Covid and may not be typical examples. Consumers could have been more excited about the distraction these competitions provided, or less enthusiastic depending on their levels of concern at the time.

For now, however, it’s important for marketers to know how consumers are feeling and where their emotions are likely to go. Brands still have plenty of time to build up anticipation after all.

3. World Cup fans share similarities, but don’t all wear the same colors

World Cup fans share a lot of similarities with general football fans; they’re typically young males with a passion for sport. That gives brands a rough idea about the kind of campaigns that will land, but there are a few things worth addressing in the context of an international tournament. 

For one, though males dwarf their female counterparts in this audience (66% vs 34%), the 2022 World Cup arrives shortly after a record-breaking Women’s EUROs. It’s possible that this interest could transfer to the men’s game nearer the time, and bring more female fans on board.

Age also plays a role. Younger audiences generally make for more likely World Cup fans, with 65% of Gen Z and millennials following the tournament compared to just 35% of Gen X and baby boomers. 

Football has changed a lot too – continuing to do so as it attracts new fans in new markets. This means older fans watch a very different game to the one they grew up with, and that could be part of the reason why they’re less likely to take an interest in the 2022 World Cup.

4. They’ll watch in different ways around the world

As it’s a worldwide competition, fans will be watching from all over the world and in very different ways. 

Obviously, that’s down to different time zones. Brands and broadcasters have to think very differently about the timing of their campaigns, the kind of coverage they show, and the context of viewing locations.

For the most part, fans will be watching along at home – with 89% saying this. Accounting for the fact that this year’s tournament is taking place in the winter, colder temperatures could force more fans to choose the comfort of their living room over somewhere like a bar.

And there’s the wildcard factor of what might happen with Covid cases during the winter months. That might not be front of mind right now, but it’s worth keeping an eye on.

COPA90 notes that, for most generations of fans, this year’s tournament will create the biggest disruption to the football calendar in their lifetime – outside the pandemic of course.

Roy Thomas, Strategy Director at COPA90, says, “We believe the fact that this year’s tournament is being played in a new region and at a new time of year isn’t all bad. In fact, we think the change of schedule will present the global football community with a unique opportunity to reimagine and rewrite long-held World Cup and football-related traditions.”

This presents a wealth of interesting opportunities to the brands, broadcasters, and publishers covering the tournament. The global football community will all be experiencing a first-of-its-kind World Cup together – finding new ways to experience the sport’s biggest tournament.

Viewing behaviors also tend to shift depending on the country consumers are in. Fans in APAC, for example, are more likely to watch from offices or workplaces, while fans in North America are more likely to watch in bars. 

In some cases, however, fans just have a different look and feel about them, particularly those outside of Europe who tend to be much more positive about the 2022 World Cup in general. 

This makes a lot of sense if you’re a fan from somewhere like the UK, with this year’s World Cup meaning a break from tradition, and subsequent pause in national competitions. 

COPA90 noted this among members of its community. Considering the importance of national competitions, and how much of a pull high-profile leagues across the world are, it’s unsurprising that some had concerns about its timing. 

Roy Thomas, Strategy Director at COPA90 explains, “Forgetting domestic football itself, the routine and ritual that surrounds the game was also cited as something that will face disruption and something fans would have preferred to avoid. What was evident from our conversations was how important routine and ritual were to the fabric of football fandom and how disruptive any major changes can be to that.”

But it could be a benefit for some. Football fans in the Southern Hemisphere have seen the World Cup interrupt domestic leagues for decades. This year’s change in routine, however, is a lot more convenient, and explains why consumers in these markets are far more positive – especially in Brazil, where excitement is higher than anywhere else.

The way the sport is changing could also have an effect here. Football has always been popular in Europe, but as it expands into new territories, it picks up new cultural influences.

It’s a staunch reminder for brands and broadcasters to think about viewing context when it comes to the products advertised, and the way the action is presented.

5. There’s a progressive side to them

Just 15% of FIFA World Cup fans say their life would be the same with or without sport. It means a lot to them, and their passion as supporters is also part of their identity. It’s because of this that they tend to see the good that sports can achieve.

It’s why they’re significantly more likely than the average sports fan to agree that sport brings people together (IDX 1.36), that it’s culturally important (IDX 1.40), and that organizations should be inclusive (IDX 1.30). In fact, just 11% say sport divides more than it unites. 

They’re highly political too, being 34% more likely than the average sports fan to be interested in politics or social issues. 

Charities take note, because fans can make for a powerful, outspoken voice. The Super League saga will still be fresh in most people’s minds, but other causes like anti-racism have seen fans rally together and drive change. 

With mixed feelings toward the 2022 World Cup, this couldn’t be more important.

Speaking with its community on the matter, COPA90 noted that fans called for coverage of the on-pitch action, fan scenes, and the surrounding color of the tournament. A majority of those surveyed also wanted to see attention and time dedicated to the socio-political issues associated with the host country.

This offers lots of practical advice for brands to listen to when drafting their messaging. Be supportive of causes, show inclusivity, and address inequality. 

Aligning with players makes the most sense here. 78% of World Cup fans follow them on social media, and with athletes being increasingly vocal about the causes close to them, the third-biggest sporting competition in the world is the ideal platform for them to make an impact.

6. Fans are in it for the long haul

Some of you may be familiar with the opinion that football matches are too long. Real Madrid president, Florentino Pérez, is just one person to have said this – citing a disconnect between younger audiences and football as a symptom of lengthy match times.

But our data suggests this won’t be a problem for the 2022 World Cup. 

More fans watch professional games than highlights, regardless of age or location. Each format serves a very different purpose; full-length matches keep fans in the moment, while highlights give them a chance to catch up. So the two can actually complement each other instead of compete.

That being said, in an international tournament, not everyone can watch live. Brands need to consider all formats if they’re to ensure they reach as many fans as possible. 

While younger fans aren’t likely to turn off before the full time whistle, the use of short-form content could help keep them more engaged throughout the tournament.

Around 4 in 10 Gen Z and millennials want to see short-form highlights at the World Cup, with the 2020 Olympics showing just how well this kind of format can complement a global sporting event. 

If we can be sure of one thing, it’s that this year’s event will look very different to past ones, so brands hoping to engage with fans will have to update their strategies. And our data on the World Cup audience, along with supporting insights from COPA90, should stand them in good stead as excitement continues to build.  

Have you ever gone into a store just to browse, or with a specific item in mind but end up walking out with a few unexpected purchases? You’re not alone – consumers around the world make impulse purchases on the regular.  

Impulse purchases are items bought without doing research or spending much time to think about it before buying. These can range from a shirt that catches your eye to a travel-sized tube of toothpaste before a vacation.

Globally, consumers are feeling the impacts of the rising cost of living, and with budgets tightening, they have to decide what is worth the spend and what can wait. 41% of consumers say they are going to spend less on treats and luxuries due to the rising cost of living, yet impulse purchases creep into even the tightest of budgets.

So with all of this in mind, what are consumers impulsively spending their money on? How many consumers are disciplined enough to say “no” and which ones (guilty as charged) are not? 

1. Clothes, food, and drink are the most popular impulse purchases

Clothing is the most popular category for impulse purchases. Fast fashion brands influence this by making appealing clothes affordable for many consumers. This past quarter, clothing was one of the most popular items to buy in general, with 47% of consumers having bought clothes in the last month. It was also the leading item bought online, with 22% of consumers doing so.

Food and drink is the next most impulsively bought item, but this may decline as consumers purge unnecessary spending. With the cost of living rising, impulse purchases of food and drink seem to be the first cost cut. 40% of consumers cite eating out as one to go, and 46% say they will try to eat at home more. Recently, Grubhub partnered with Amazon Prime to give out free premium Grubhub memberships to Prime members in hopes of not seeing a dip in sales. 

Clothes, food and drink are essential purchases for many, so it is not surprising to see them number one and two for top impulse purchase categories. Even with the cost of living increasing and consumers being wary of their spending habits, consumers say they aren’t planning to cut back on clothing purchases (25%) as much as eating out and socializing (40%). The fashion industry rapidly goes through trends, and consumers, especially younger ones, try to keep up. With fast fashion brands offering trendy clothes for an affordable price, being trendy is to many, an acceptable luxury. 

2. Impulse purchases influence US Gen Z

Americans are more likely than global consumers to think their personal finances (1.27 IDX) and the US economy (1.83 IDX) will get worse in the next 6 months. Needless to say, they are not likely to be making impulse purchases often. 

In Q2 2022, only 20% of all US consumers said they often make impulse purchases, but leading the pack is Gen Z, who are more likely to be spontaneous shoppers.

Gen Z are very much influenced by trends. 22% say they are influenced by what is cool and trendy, 93% more likely than the average American. This could be a big factor for impulse purchasing, and social media drives this hype. For instance, the Travis Scott Meal at McDonalds, which trended on TikTok, brought in millions of dollars in sales. Gen Z consumers in the US are 38% more likely to be using social media to avoid FOMO than the average American social media user, and simply passing a McDonalds could have triggered a sale.

While Gen Z are more likely to make more impulse purchases than the average US consumer, this might not last long, as they too are becoming increasingly pessimistic about their finances and the economy. 41% of Gen Z think the US economy will get worse in the same time frame, a year-on-year increase of 54%. The new trend for Gen Z to follow seems to be saving money.

3. Online impulse purchases are rarely returned

Impulse purchases aren’t limited to brick-and-mortar stores. 59% of consumers prefer shopping online, so naturally, impulse purchases are made over the internet. While many digital impulse purchases have been made, this does not mean more online returns of those items. 

For consumers who say they’ve returned an item online in the last 3 months, less than 15% cited impulse buying as a reason. Instead, size and fit was the most common reason for return (47%), while product not meeting expectations (37%) and product being faulty/damaged (36%) were right behind. Coincidentally, consumers also say that a detailed description of sizing (40%) and of the entire product (e.g. materials used) (38%) would help reduce the numbers of online returns they make. Including these important factors on online items could help reduce returns.

Returned items can be a huge financial burden to online retailers. Recently, fast fashion giant Zara joined the likes of H&M and Uniqlo by no longer allowing free online returns, and although Zara have not reported a drop in sales, another key deterrent for many consumers making online returns is paying for them. 46% of consumers in 11 markets who’ve made an online return in the last 3 months say they’d be unlikely to return items online if they had to pay for it, and 77% of US consumers who’ve made a recent online return say the same.  

It seems that even if an impulsive purchase doesn’t work out, fees for online returns is enough of a deterrent for most US consumers when it comes to sending those items back. Even more, brands can include more detailed descriptions about sizing and the product’s background to cut down on online returns being made, as these temper consumer expectations and give them a clear picture of what they’re buying.

4. Free shipping is key

Offering free shipping with online purchases can turn an abandoned online shopping cart into a real purchase. It is the most important thing to consumers when shopping online, and paying for shipping is among the top complaints of those who didn’t complete a purchase online.

Free shipping has a large effect on impulse purchases made online. Only 11% of consumers indicated that they returned items online because they were bought solely to qualify for free shipping. Many retailers increase prices to cover free shipping, and consumers are ok with this, as 50% of consumers say that free delivery is the most likely to increase an online purchase, compared to just 39% who say discounts.

Small actions like including free shipping not only foster more impulse purchases, but make the customer journey more pleasant as a whole. 44% of consumers worldwide are loyal to the brands they like, and getting rid of the #1 online shopping complaint – not having free shipping – is a surefire way to increase loyalty. Those who are loyal to brands they like are 16% more likely than the average consumer to cite free shipping as something that increases their likelihood of buying a product online.

5. Planned or unplanned – loyalty wins

When consumers know they are getting a high-quality product from a brand, they don’t need to second guess the decision. 

As more consumers are spending their time shopping online, free shipping on online purchases makes them more likely to finalize their purchases. Detailed sizing and product descriptions give consumers a clearer idea of what they’re buying so they won’t need to think twice about their hastiness – they know they’re going to get a quality product that won’t need to be returned.  But above all, taking steps towards meeting the expectations of consumers means they’re less likely to reconsider. 

Change is afoot in the world of TV.

Netflix has seen 970,000 subscribers cancel during Q2 – the first time the company had ever experienced two consecutive months of subscription losses. They’re not the only ones to have issues though. Even Disney+ has met challenges keeping subscribers. After the release of Hamilton in July 2020, they drew in new customers, only for almost 30% of them to unsubscribe just a month later. 

So why are people dropping their subscriptions? And what might encourage them to reconsider?

1. Streaming is having to compete for people’s time

When the pandemic hit, being locked down at home led more people to spend time watching TV, causing a boom in the number signing up for streaming services. 

Since then, however, the world has opened up again and people have more options for how to spend their free time than they did during 2020 and 2021. 

On average, people spend as much time watching TV streaming every day as they did in Q2 2020, however other forms of media also made gains during the pandemic – like gaming. So streaming is competing with all other forms of media for the finite amount of time everyone has. 

This could be why the average number of streaming services people subscribe to has gone down from 3.4 in 2020 and 2021 to 2.6 in 2022. 

2. The cost-of-living crisis has people rethinking their outgoings

The rising cost of living is hitting people hard.

90% are feeling the impact of inflation right now, however small. 

A quarter have started thinking about the cost of in-home entertainment, and potentially ways to cut back. That’s behind more pressing concerns like food, housing, and transport, but our data shows that consumers have been growing more concerned about the cost of streaming for some time.

In the US, the number who feel that streaming subscriptions are getting too expensive has grown by 50% since Q2 2020. 

And right now, cost is a key factor driving people to cancel – whether the price is too high, they’re paying for too many, or they’re not using it enough to get value for money. 

But there are things brands can do in response to keep their customers.

Something that might make subscribers more likely to keep their TV subscriptions is the option to pay less for an ad-supported tier. Almost half support this idea, and considering that only a fifth of consumers say they actively try to avoid ads, the trade-off is probably worth it. 

This is something that Netflix is going to introduce – and has worked for many of their competitors like Hulu, Paramount+, and Peacock. If nothing else, it may also soften the blow of any further price hikes.

3. Some feel the binging model isn’t attractive anymore

We’re seeing attitudes shift in our data – the number in the US who prefer streaming services where episodes are released weekly has grown 31% since Q2 2020. It’s a sign that people are a little tired of the binging model and miss the excitement of waiting a week for the next episode to drop.

“Binging is, oftentimes, more of a solitary activity. Weekly drops feel more social because there’s more of a conversation that builds up, creating a sense of anticipation.”

says Myles McNutt, a Canadian TV critic and associate professor in the department of communication and theater arts at Virginia’s Old Dominion University. 

Another issue with releasing all episodes at once is that the show can be viewed as disposable or forgettable, even when people love them. This can impact revenue, with consumers often buying a subscription for a few months, then unsubscribing. Viewers who join a service right after a big release tend to leave significantly faster than the average streaming customer. 

While binge watching is a solitary activity, many feel that following a TV show can be a social activity – among those who use second screens while watching TV, around a fifth like to share their opinion of a show, something which is easier done while other people are tuning in at the same time. 

Netflix has taken this into account lately and has been releasing episodes in batches for select shows, rather than releasing them all together for our binging pleasure. It’s a subtle way to encourage customers to subscribe for months, rather than watch all new episodes in one sitting, then cancel.

This method also helps bridge the gap between big releases and leaves fans less time to wait between the next season drop – making canceling less attractive.

4. Good quality content is better than lots of average content

The glue that holds this whole industry together is the content. Not enjoying content is one of the biggest factors driving cancellations. Over a quarter in the US feel that most shows on streaming services aren’t worth watching, with just over 1 in 5 of these consumers saying they mostly watch TV on services like Netflix and Hulu. So there’s a big customer base, but many are left feeling unsatisfied. 

Streaming services need to look at which content gives people a reason to sign up, and existing customers a reason to stay. If it isn’t worth watching, then it isn’t worth paying for.

It’s all well and good to say consumers need good quality content, but we need to look closer at what content consumers are actually looking for.

One trend worth keeping an eye on here is the growing popularity of foreign content.

Since Q2 2020, the number in the US who watch subtitled or dubbed foreign language shows has grown 18%.

Anime, despite always having a strong foothold outside of Japan, is now one of the fastest-growing TV genres in our data, with the number who watch it growing 30% since Q2 2020.

This trend has been building for some time. You probably remember Parasite, the South Korean film that swept up at the 2020 Oscars. And in 2021 it took just four weeks for Squid Game to become the most-watched Netflix show ever released in any language. 

The popularity of foreign content has led to predictions that at least half of European Netflix and Amazon Prime Video subscribers’ viewing time will be spent watching non-English language content by 2030. 

Streaming services should take note – foreign content is only going to become more important down the line. As younger consumers’ content preferences continue to change based on the connections they make with others around the world, that’s going to do away with cultural barriers in media.

In turn, this may prompt a rethink of what “localization” might actually mean for international campaigns and distribution. 

The streaming landscape in a nutshell

Change is afoot, but if streaming services do the right things, they can take advantage of the situation. 

• People have less time to watch TV now and have become more selective. This means that the battle for their attention is likely to become more intense.
• The cost-of-living crisis is hitting people hard. Now is the time that people are looking to make cutbacks. Providing a cheaper tier of subscriptions supported by ads is likely to be popular right now.
• The binging model isn’t working for everyone anymore – many got that out of their system during various lockdowns over the last two years. The number in the US who prefer streaming services where episodes have scheduled weekly releases has grown 31% since 2020. 
• Content is key. Potential subscribers need to have a reason to sign up and current ones need a reason to stay. In the last couple of years, foreign content has risen in popularity and is likely to become more important down the line.