Dentsu EMEA Unveils Key Insights on the Wellbeing Economy in New Consumer Navigator Report

Dentsu EMEA has officially launched its latest Consumer Navigator reports, providing a comprehensive view of the Wellbeing Economy and shifting consumer behaviors across key European markets. This dual report—focusing on "The Wellbeing Economy" and "EMEA Consumer Mindset"—delivers exclusive insights into Denmark, Germany, and Italy, empowering brands to navigate a rapidly evolving consumer landscape.

Originally created in 2020 in the United States to address changes brought by the COVID-19 pandemic, the Consumer Navigator has been closely tracking consumer sentiment and mindset over the past years. By expanding to EMEA, dentsu underscores its commitment to a global perspective, bringing brands valuable insights to better understand consumer expectations and adapt to emerging trends.

Key Findings:

 THE WELLBEING ECONOMY

• EMEA Consumers strongly support the concept of a wellbeing economy. 75% of respondents believe that a country’s success should be measured by the wellbeing of its citizens, with slightly stronger support from older generations, compared to just 25% who favor GDP as a measure.
• Pessimism for future generations in Italy and Germany. Less than half of Italians (45%) and Germans (43%) believe that future generations will enjoy a better quality of life. In contrast, optimism is higher in the US (55%) and Denmark (57%).
• Collectivism over individualism in EMEA. In contrast to the US, where wellbeing often focuses more on personal development and happiness, EMEA consumers value a balanced life that includes social bonds and environmental stability.
• Financial and mental health are high priorities for consumers, but they struggle with where to start. Consumers are looking to brands to fill the gaps in the areas where they (consumers) lack resources.
• Younger generations are hopeful but face more challenges. While 70% of Gen Z and 48% of Millennials are optimistic about future quality of life, they face more obstacles than older generations, particularly in career growth, financial stability, and social connections.

EMEA CONSUMER MINDSET

• Economic Sentiment Remains Mixed: Over half of EMEA consumers feel the European economy is not performing well, a trend consistent with previous reports. Nevertheless, 66% expect their personal finances to remain stable in the short term, with Danish consumers notably more optimistic than Germans and Italians.
• Adjusted Spending Habits: Due to economic pressures, consumers are increasingly choosing affordable essentials and cutting back on non-essential purchases.  

“Expanding our Consumer Navigator to EMEA reflects dentsu’s unwavering commitment to ‘Innovating to Impact’ by addressing the evolving priorities of today’s consumers globally,” said Azlan Raj, EMEA Chief Marketing Officer, dentsu “As consumers increasingly value wellbeing as part of their economic stability, brands have a powerful opportunity to build lasting connections by addressing both economic and personal aspirations. Through our insights, we empower brands to respond with authenticity and purpose, meeting consumers where they are and helping drive meaningful, positive change across industries.”

To find out more on the implications for marketers and brands, download our reports now.
Wellbeing Economy Report
Mindset Report