The last time Starcount published a whitepaper report was in March 2021 when we analysed the key trends and behavioural changes we had seen in our social media and consumer spending datasets that had risen over the covid-19 pandemic.
Since then, so much has happened. We have had the war in Ukraine, the passing of Her Majesty the Queen, the UK has seen a quick succession of multiple prime ministers, the rise of Gen-Z as a more powerful purchasing cohort, COP 26’s efforts for the climate crisis and the start of economic inflation resulting in a cost-of living crisis. We knew it was a prevalent time to re-run the analysis of our data to see how these events have affected consumers’ mindsets and behaviours.
What blew us away, was how this series of major global events boiled down to a key mindset paradigm across consumers: a conflict between making cost-conscious decisions and sustainably-conscious decisions.
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