Toluna Global Barometer | Wave 24

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Toluna Global Consumer Barometer: Wave 24

In early 2024, consumers across the globe continue to face familiar challenges in the form of global uncertainty and the high cost of living. How are they responding to these ongoing pressures? How confident are they that things will improve as the year goes on? Where are they making the biggest changes to spending and lifestyle choices? And what do all these changes mean for brands?

Now in its 24th wave, the latest edition of the Toluna Global Consumer Barometer features

Insights from nearly 17,000 consumers across 20 markets on topics including:

Changes in consumer sentiment and confidence in light of the current economic climate

While just 26% of global consumers are confident spending money right now, 37% expect an improvement in their personal finances over the next three months

How brands can navigate the spending choices and trade-offs that people are making though innovation, packaging, and pricing

73% of consumers try to save more money due to economic uncertainty, luxury products and services are the top place they’ll seek to cut spend

How brands can adapt their offerings and communications to better address consumers’ cost-of-living challenges and health and well-being needs

3 in 4 consumers say that brands should provide better information on the health and well-being implications of their products

The environmental, social, and ethical considerations for today’s consumers, and their expectations for how brands communicate and act on their values

64% of consumers would like to make more decisions about the brands they buy based on environmental and social factors, but feel they don’t have enough information

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