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. 

Dentsu Consumer Navigator: Work & Side Gigs 2024

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Amid the Great Resignation and "quiet quitting" it's apparent that American views on work are at an inflection point. The pandemic caused us to deeply evaluate how we spend our time, challenging our relationship with work. Our survey digs into American's views on what makes a career fulfilling today, identifying key nuances between generations. It also explores the enduring allure of entrepreneurship in American culture and identifies how workers are feeling about their careers.

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Tracking American Sentiment

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 2024, 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
EVP, Integrated Strategy Lead
Charlie Almond
EVP, Strategy & Innovation
Prashant Ramachandran
SVP, Integrated Strategy Lead
Robert Walker
EVP, Integrated Strategy
Asha Cowell
VP, Integrated Strategy
Megan Keane
VP, Integrated Strategy
Jack Boitani
VP, Director of Content

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