Economic uncertainty has made Americans more discerning about how they spend. We analyzed billions of Google Search trends to identify emerging needs and behaviors, and to help U.S. marketers prepare for 2023. Here are the insights you need to know to keep pace with consumers’ rapidly changing needs.
365 days. Billions of searches. 3 consumer trends that will shape your business and year ahead
The Year in Search 2022 report captures what mattered most to U.S. shoppers throughout the year, with implications for how brands can meet them in 2023.
From redefining value and shifting priorities to reflecting on our identities and seeking ways to help others, people are turning to Search to answer questions big and small in uncertain times.
Explore the report
Learn what matters most to shoppers in the U.S. and move your marketing forward in 2023.
1. Value, reevaluated
Concerned about the future, people are looking for items and experiences that provide good value. But value goes beyond price point. It also covers brand trustworthiness as measured by reviews, product popularity, and sustainable options.Explore the trend
2. Aid and allyship
Movements supporting expressions of identity and equal treatment are changing lives. The challenges of the past year have developed people’s compassion for themselves, their neighbors, and communities beyond their own, inspiring action across the country and around the world.Explore the trend
3. Revising priorities
To alleviate stress, people have come to seek out products and experiences that revitalize them. They’re doing more research to make more confident life choices. And hybrid work now allows many the flexibility to optimize daily life for what they care about most.Explore the trend
Americans will have much to navigate in 2023. Marketers can prepare by combining tried-and-true advertising solutions with new insights and Google’s AI. By taking this “tried-and-new” approach of tested strategies and powerful innovation, teams can enable attention-worthy creativity and agility well into the future.
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