In a study that has implications for advertisers and agencies, a significant percentage of Americans say they will be delaying “major life changes,” reports MediaPost.
The finding, continues MediaPost, which comes with the release of data from GfK’s Consumer Life study “shows a dramatic drop in the percentage of U.S. adults indicating they plan to make big life changes such as changing their job, moving long distances, starting a family or retiring.
MediaPost adds: “The findings vary by generational cohort, with Gen Zers indicating a higher propensity for changes like starting a new job or going to college, and Boomers more prone to retiring, but overall there were marked drops in the percentage of U.S. adults planning most changes, which the exception of moving long distances.
“GfK Consumer Life North American Managing Director Eric Wagatha says the postponements clearly reflect the impact of the COVID-19 pandemic, and could profoundly impact marketing strategies for many consumer products and services categories, especially financial services and transportation.
“He noted that other categories are coincidentally being impacted by supply-related issues, including automotive and health, and that the combined effects create disproportionate uncertainty and continuing disruption for many advertising categories.”
PHOTO: My Move