The modern marketer’s trusted source for consumer insights 

Understanding consumer behavior is more important than ever yet has never been more difficult. Dentsu Navigator is making it easier for marketers to understand their consumers and navigate in a world of change. Each month, our strategists survey US consumers about the cultural trends, social issues, and emerging industry innovations of our day. 

From gaming, sports and retail to health, politics and sustainability, we uncover actionable insights on a range of topics and industries that help marketers make smarter business decisions, stay competitive, and connect more authentically with consumers. 

The State of Data Privacy 2022

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Data privacy has been at the forefront of discussions within the marketing industry. But consumers are becoming increasingly more wary of sharing their information with certain corporate entities out of fear of misuse and lack of understanding. In an environment where marketers prepare for a cookieless world in which first-party data will become an increasingly coveted currency for brands, we ask consumers how they feel corporations and institutions are behaving with respect to their data and what type of information trade-offs they are willing to make in exchange for better experiences.

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Tracking consumer behavior in the time of COVID-19

Since March 2020, dentsu has fielded a monthly US consumer survey to better understand what consumers continue to value and de-prioritize as the coronavirus crisis evolves. Heading into the third year of the pandemic, it’s clear our lives haven’t changed – they are changing, and will continue to do so. 

As of January 2022, our survey finds that consumers are fatigued by constant health risks and the evolution of new variants. Financial concerns and inflation are driving many consumers to be more budget conscious than normal and cuts to essential and discretionary spend are expected.

Meet Our Strategy Team

Dirk Herbert
Chief Strategy Officer, Americas
Brad Alperin
SVP, Integrated Strategy Lead
Jack Boitani
Director of Content
Megan Keane
Director, Integrated Strategy
Anne St Pierre
VP, Integrated Strategy

Stay current on the latest marketing insights, industry forecasts and trends. View all thought leadership and viewpoints from our strategy team.