The closing of the year is usually a good time to take stock and imagine what the next year will be like, understand what people think, feel and consume. This end of the year had a special condiment for the mood of consumers: the “world effect”where 7 out of 10 declared that they had ended the year with more happiness than the previous one thanks to the triumph in Qatar, according to the surveys with focus groups, interviews and surveys carried out by YOUNIVERSAL.
This “World effect” also brought something deeper than mere euphoria: the illusion of a new set of aspirational values such as effort, perseverance, plan, foresight, which the “Scaloneta” embodies in the hearts of many. Values that seemed lost in the stories of “immigrant grandparents who with a lot of work and effort progressed”, something that is part of the Argentine imagination.
In this way, the collective also appeared strongly as a value, generosity (from “hosing down” the neighbors who celebrated the arrival of the National Team bus” in the middle of the heat to hug with strangers at the festivities). There is a desire to “stretch the momentum” of the World Cup and they are celebrated from “the anniversary of one month since we became champions”, to birthdays and social gatherings where the “official uniform” of the celebration is the National Team shirt, or the Messi’s walk, Cup in hand, as the closing of a family or friends meeting.
On deeper reading, we find in many a illusion of being able to live a certain “union” that it goes beyond the usual cracks in Argentina and that this feeling is sustained beyond the World issue, something that most recognize is difficult to achieve, especially in an election year.
Argentines anticipate a complicated 2023: 6 out of 10 consider that 2023 will be more difficult than 2022, the main concerns being inflation, unemployment and insecurity. Added to these concerns are the forecasts for the future of their children and among the youngest (under 40 and over those without children) and the fantasy of emigrating as a search for a better life is growing.
Beyond the hybrid and more nomadic life that the pandemic left us, paradoxically the great dream of the majority (young people and adults) continues to be own house. A dream with a taste of utopia in the face of the difficulty of saving or access to mortgage credit.
Looking to consume and enjoy (as you can). Concern about being able to sustain consumption is strong: 8 out of 10 state that they pay more attention to prices and 9 out of 10 are concerned about the economic situation of the country.
With smaller and larger pockets, the idea of ”today is today” grows: faced with a currency that loses value, one seeks to enjoy the moment, however one can. For this, consumers continue to use the shortcuts they already know to “stretch the weight”: ppromotions, discounts, days of offers and special packagescombination of forms of payment and the use of installments (Now 12 and other variants) to feel that they “beat” inflation.
After these pandemic years of restricted departures, the experiential continues to gain ground and enjoying good times is more valued. Consumers recognize that “money burns” and many times they prefer to “save by buying”: the drop in purchasing power shifts the consumption of durable goods to experiences and leisure, among those who still have the ability to consume beyond the basics and essentials. Among the middle sectors, restaurants and going out to shows are among the most popular recreational activities.
Beyond these eventual “bubbles” of pleasure, consumers are prioritizing, calculating and recalculating, product by product to see “if it pays, if it complies, if it serves them in ”, with little disposition to be faithful. Open to trying what is useful and achievable for their pockets, resigning as little as possible and obtaining the maximum benefit for the lowest price.
looking to be alright. Throughout all of 2022, Argentine consumers maintained that beyond any circumstance, the most important thing was health: 8 out of 10 consider it to be the greatest wealth, something to be expected after this time of pandemic.
Within this “being well” there are different profiles that declare having adopted new habits that they project into the future to have a healthier life: be more physically active, eat healthier, become vegan or vegetarian, or start consuming more sustainably. The latter is, unfortunately, more of a wish than a reality: 7 out of 10 state they are concerned about the effect of consumption on the planet, but only 3 out of 10 recognize themselves as responsible consumers in this regard. But it is not just about the body and consumers express it that way. True health includes the emotional and the mental: 6 out of 10 declare that they will be more attentive to their mental health in 2023.
In this sense, there is a greater openness to talk about these issues (even in men, historically somewhat more reticent to do so). So, today it is understood that asking for help and support is a strengththat daring to be vulnerable is an act of courage: “the Dibu psychologist” was a frequent mention in groups and interviews, as an example of successful support.
A consumption “mit is good”. In summary, 2023 is projected to be a year in which Argentines will continue to be vigilant and attentive to their economy and evaluate what works for them, category by category. Looking to enjoy to decompress and to compensate tensions. A year where they will seek to take care of themselves in every way: from prices, but also from the tensions that affect their mood and health. Prioritizing: first things first. And second, France.
# Ximena Diaz Alarcon ands co-founder and CEO of YOUNIVERSALcConsultant specializing in research and trends.
by Ximena Diaz Alarcon
