Attitudes toward the Past, Present and Future.

Does your audience feel they can influence their own future?

For marketers, this question matters just as much as age, income or location.

On the consumer attitudes map, managers, higher earners and Kyiv residents lean toward a positive view of the past and greater control over the future.

People aged 18–29 lean toward a negative view of the past and fatalism, while also showing a high level of hedonism.

An interesting combination: seeking pleasure today can coexist with uncertainty about one’s ability to shape tomorrow.

Lower earners and people who are not employed also lean toward fatalism. However, these associations do not prove that income or employment determines this outlook.

What does this mean for brands?

My interpretation: promises of growth, achievement and ambitious plans may resonate more with people who feel in control of their lives.

For audiences with less perceived control, consider testing practical benefits, affordable enjoyment and tangible results today.

But test these hypotheses with your own audience: group averages do not describe every individual.

Does your communication reflect consumers’ sense of control, or does it still speak to everyone in the language of success?

Data processed by Media Systems