1、CONTENTSEXECUTIVE SUMMARYHAPPINESS MATTERSTHE STATE OF THE NATIONYOUR FUTURE CUSTOMERA PURPOSE-DRIVEN FUTUREGEN Z:YOUR FUTURE IS IN THEIR HANDSCHANGE,OR BE CHANGEDA PATH TO GROWTH AND HAPPINESS03061117202531532EXECUTIVE SUMMARYIn the turbulent financial,business,and political landscape of today,bran

2、ds that lag are those that stray from customer sentiment.In contrast,successful brands are mastering the art of happiness by innovating,generating fresh consumer demand,and reshaping the existing consumer experience landscape.Dentsus Read the Room research probes 2,000 people on their financial well

3、being and attitudes to spending.It reports on how UK consumers are feeling each year so that brands can truly understand how to engage consumers,create new demand and ultimately help increase happiness across our society.The findings will help your brand respond with agility to changing times,and to

4、 better know your current and potential customers in order to shape strategies that will stimulate growth and maximise competitiveness.Heres a summary of some of our key discoveries:ECONOMIC LANDSCAPEFinancial instability is crippling consumers.Half of consumers are anxious about their ability to re

5、tire and are struggling to save each month.This is due to rent and mortgage prices rising,as well as groceries overtaking rent as a proportion of spending,and pay not increasing in line with inflation.RETAILConsumers are more confident about the future this year.They are saving more money and overal

6、l financial confidence has risen.However,economic issues remain a top concern,meaning shoppers are doing much more research before they make a purchase.Own-branded supermarket labels have also become a priority choice for this reason,with 93%of those who are concerned about the cost of living only b