Data Points

Infographic: The Pandemic Created a New Category of Consumer

What marketers need to know about this cohort, who make up 22% of Americans

consumers and products — Those still in the workforce but making less present an opportunity for advertisers.Illustration by Carlos Monteiro for Adweek

Targeting the right audience is every brand’s top priority. But when’s the last time your marketing team evaluated what the consumer landscape looks like after two years of seismic changes for the economy?

EPiQ—the in-house research department at agency EP+Co—conducted a study to understand how the pandemic has impacted Americans’ finances and how they planned to make purchases over the next 12 months. EP+Co found four distinct groups of consumers: better job and more savings (13%); still working with stable finances (48%); still working but earning less (22%); and those who have lost jobs (18%).

It’s