Infographic: The Pandemic Created a New Category of Consumer

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

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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%). 




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This story first appeared in the May 16, 2022 issue of Adweek magazine. Click here to subscribe.