Welcome to the “and” era: navigating the complexity of the modern world.
NEW YORK, July 25, 2023 (Newswire.com) –
Americans are experiencing a lifestyle that does two things at once, according to the Harris Poll’s latest survey of thought leadership practices, the “And” Era Report. In other words, people tighten their wallets and spend on luxury goods, they are quiet but noisy at work, they protest but are pacifists as activists, they see themselves as small saviors in business but also seek stability.
The survey shows a trade-off between job cuts in some industries and labor shortages in others, with unemployment at its lowest level in 50 years and a recession on the horizon.
“Many of these seemingly contradictory realities coexist,” said Abby Raney, managing director of the Harris Paul Thought Leadership and Futures Practice. “We are entering an era of ‘and’, moving beyond dualism and embracing a more nuanced reality.”
What does the ‘And’ era find regarding duality and its impact on today’s consumers?
Economically, consumers are adopting a “split-brain budget.” This means cutting back on the basics while still making room for personal luxuries. Like someone who buys a roll of toilet paper and wears Gucci loafers.
- 63% of Americans agree that they are not willing to take away the comforts of their present life for a future that could change at any moment.
- 69% said they have further reduced their ‘intermediate’ spending (i.e. splurge on things they really care about, or cut back on things they don’t really care about to cover basic needs).
- 70% of Gen Z and millennials find ways to luxuriate in themselves, such as high-quality home goods (33%) and luxury fashion items (31%).
- Eighty-six percent of Gen Z and millennials are trying to save on everyday items by shopping at 100-yen stores (47%), looking for deals and using coupons (47%), and avoiding social events (35%).
“What this means for brands is that you’re not in the middle of this mindset,” Lanny said.
Americans are still eager to get a job and improve their skills, but they are also actively prioritizing their lives in response to an unequal system. 70% of Americans think quietly quitting is “speaking out loud about what employees want.”
To do their jobs more effectively, employees want more meaningful investments in boundaries and more balanced opportunities, not just superficial attitudes from employers.
- 69% support a 4-day work week
- 69% support personal development and education budgets
- 69% want mental health support
- 61% would like to dedicate their work time to pursuing other interests
- 59% prefer no office hours
- 55% prefer having a clear offline boundary
Overall, 88% of Americans feel it’s important to have interests outside of work, and 86% believe they can do better work if they have time away from work.
“The future is playing out with more complexity and confusion than ever before,” said Lanny. “On the other hand, people live in an illusory dichotomy of their choices and opinions, and feel compelled to check one box or the other. But in today’s world, we can carve out another path where we can acknowledge that two things can be true at the same time.”
To take protesters and pacifists as an example, Americans are exhausted by the cancellation culture and the toke of anger, with 51% saying that “nothing has been stable since 9/11” and 55% saying they’re exhausted from pre-thinking “what’s going to fall from the sky next?”
But there is also a perception that acceptance, kindness and connection to humanity are the only way forward, with 90% agreeing that “we need to return to what makes us universally human” and 87% feeling that “kindness is essential to solving social problems and driving meaningful change.”
Most Americans complain about inflation (83%), gun violence (59%), homelessness (65%), justice system (65%), health care system (62%), lack of affordable housing (59%), and abortion rights (59%).
On the other hand, Americans have also participated in acts of kindness, such as giving priority to others while driving (78%), complimenting strangers (69%), picking up trash in public spaces (61%), and donating food to those in need (58%).
What activities do Americans do to escape the complexity and pressures of today’s world? Watching movies or TV shows (87%), going to quiet places alone (76%), eating chocolate or desserts (69%), scrolling through social media (68%), playing video games (61%).
As for the future, 73% are concerned that nothing will change, and 69% are optimistic that something needs to change to deal with the current disruptions.
While Americans are betting on big companies for job security, many still believe they will back small businesses.
- 63% of tech workers are starting companies after layoffs.
- Fifty-nine percent of employed Americans said they would like to work for a large company for job security, and 89% said they believe in the power of small businesses and would like to support them.
- 48% of Americans agree that starting a business now will help solve social problems and inequalities, and 49% agree that if they start a business today they will be profitable within 12 months.
Finally, Americans are unsure whether AI will provide more creativity and human connection, or whether machines will ultimately reshape our purpose in the world. When asked about their expectations for AI, 71% said that “algorithms will spark my interest” and 69% felt that “AI will unleash a wealth of creativity.” When asked about their fears about AI, 73% said they were worried about the changes AI could bring to society, and 69% said that AI would kill the creative industries.
The survey was conducted online on May 5-7, May 12-14, and May 19-21, 2023, among 5,364 U.S. adults ages 18 and older, and a March 24-25 salon session focused on what it means to live a full life.
For more information, see the ‘And’ era report.
For more information, see The Harris Poll Thought Leadership Practice or subscribe to the Next Big Think newsletter.
Harris Poll Thought Leadership Practices
With over 50 years of experience in shaping public opinion, we design credible, creative and culturally relevant research. Our practice drives thought leadership and unearthed trends for today’s biggest brands. We focus on helping our clients see what happens next.
About the Harris Poll
The Harris Poll has been one of the longest-running surveys in the United States tracking public opinion, motivations and social sentiment since 1963 and is now part of Harris Insights & Analytics, a global consulting and market research firm providing social intelligence in times of change. We work with clients in his three main areas: building corporate reputations for the 21st century, developing brand strategy and tracking performance, and acquiring organic media through PR research. Our mission is to provide insight and guidance to help leaders make the best possible decisions. For more information, please visit www.theharrispoll.com.
Source: Harris Poll
