As 2024 approaches, a prevailing sense of pessimism has settled in among many Americans, casting a shadow on their outlook for the future. Economic uncertainties, ongoing geopolitical tensions, and the lingering impact of the COVID-19 pandemic have contributed to a collective unease. The combination of these factors has fostered a pervasive concern about the trajectory of the world, leaving citizens apprehensive about what the coming year may hold. Our latest report looks ahead and offers key takeaways for brands on how consumers think, see and feel while heading into 2024.