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Brief Published: 19 Jun 2017

US Consumers Redefining the Good Life

Some 71% of US consumers think living the good life is different for them than it was for their parents

The majority of Americans share the view that “the good life” is more defined by connections to people and the planet than material wealth and consumption, according to a recent US study of 1,000 adults aged 18+.

Released in late May, Enabling the Good Life – a report from San Francisco business innovation hub Sustainable Brands and the Harris Poll – reflects a shift in attitudes, and indicates that consumers are looking to brands to take the lead on showing them how to have more fulfilling lives.

Highlights from the report include:

  • United States: Consumers across demographic divides are seeking a life defined by simplicity, health and community. “Due to our divided times, many assume Americans disagree on what the good life looks like,” said KoAnn Skrzyniarz, founder and chief executive of Sustainable Brands. “Yet the research shows that young or old, Republican or Democrat, male or female, leading a balanced, healthy life that is connected to people and issues that matter is at the heart of these new aspirations.”
  • Evolving Attitudes: Some 71% of consumers think living the good life is different for them than it was for their parents. More than three-quarters (76%) believe the good life is defined by having meaningful engagement with families and their communities, including those in need as well as the environment. Some 66% believe it’s defined by having good health and living a simple, balanced life. 
  • Enabler Brands: About half of Americans (51%) believe companies care about helping consumers achieve the good life, and 75% believe that if they demanded more products and services to help them do so, companies would change in order to provide them. 

For more on consumers’ deepening interest in simplicity and moderation, see Essentialist Communities.