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Ipsos identified a very interesting insight on how to engage brands with consumers.
This phenomenon has been identified in a market where inflation has become present in the mood of consumption.
There are interesting habits in consumption, which allow us to identify a challenge in consumption and it is the closeness with the consumer based on research insights
Mexicans are happy and the assertion stems from an insight that has become a sign of how important it is today to have consumer sentiment measurements, with studies such as Ipsos.
Contrary to what Ipsos discovered in Mexico, within large markets such as the US, the consumer sentiment index has been measured and a depreciation of the index has been noted.
In fact, this has been noticed since 2021 when the index reached a score of 88.3 in April of that year to fall to 67 points in February 2023.
“The Consumer Sentiment Index in the United States stood at 67 in February 2023. The index normalized to a value of 100 in December 1964 and is based on a monthly survey of consumers, conducted in the United States. It consists of some 50 basic questions that cover consumer assessments of their personal financial situation, their buying attitudes and general economic conditions”, explained Statista when presenting the previous study exclusively to subscribers of its platform.
happy mexicans
Ipsos conducted a study where he realized that more than 80 percent of Mexicans said they were happy and some of the reasons for that feeling.
“Although family and friends are among the most common sources of happiness, one in five adults lack a support system of friends or family they can rely on during difficult situations, even as many report experiencing distressing events in last year,” the study explained.
This is because of the 81 percent of Mexicans who said they were happy, 74 percent acknowledged that they have friends or family who support them in difficult times. The happiness index in Mexico is higher than that registered worldwide at 74 percent, however it does not reach the 91 percent registered in China or 86 percent in Saudi Arabia.
Based on this happiness, the aspects in which Mexicans said they were most satisfied were their children, if they were parents, 85 percent; in the relationship with the partner/spouse, if any, 84 percent; for their access to/in contact with nature, 80 percent; their level of education, 80 percent and the relationship with relatives, 78 percent.
“Global happiness has increased for the second year in a row. The average is six points higher than a year ago and 10 points higher than it was in August 2020, just months after COVID-19 disrupted people’s lives around the world,” the study concluded.
This series of numbers allows us to understand the value there is in managing sentiment and how, by identifying what happiness is worth in the consumer, we can understand the challenge that exists in the market to understand the consumer.