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PwC survey: Consumers are in an optimistic mood

December 2021

Consumers across 26 countries reveal they’re planning to spend more, lifestyle is improving as employers allow new ways of working, data security is a key, and smartphone shopping is at a historic high. 

  • Vaccination against COVID-19 is a major driver of optimism. Sixty-six percent of vaccinated respondents are optimistic about the future, compared with 43% of unvaccinated respondents.

  • Flexible work also drives optimism. Survey respondents who work from home are 10 percentage points more optimistic than those who work away from home. And those who can work in a hybrid way are 9 percentage points more optimistic than those who are required to either be at home or in an office all of the time.

  • Optimism seems to be manifesting in spending, too. Respondents say they’ll spend more across categories over the next six months, with 41% predicting increased spending on groceries, 33% on fashion, and 30% on health and beauty.

  • 59% of respondents say they’ve become more protective of their personal data over the past six months.

  • 41% of respondents say they shop daily or weekly via mobile or smartphone, compared with 39% six months ago and 12% five years ago.

See our latest Global Consumer Insights findings here


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Tiina Ansip

Tiina Ansip

Marketing and Communication Leader, PwC Estonia

Tel: +372 5303 0446

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