Increasingly, Americans desire to be entertained, fulfilled, and transformed, and they want to share these experiences with their friends.
Americans are stressed-out, staying obese, and becoming more self-focused and unhealthy. They are often distrusting critics, especially younger anti-institutional generations who have been influenced by scandals in hierarchies, and this makes them increasingly informal. As consumers, they are demanding and difficult to please. They trade their money and options for what they want, when they want, and how they want. Increasingly, they desire to be entertained and fulfilled, and they want to share experiences with friends. In 2014, American consumers desire hyper-personal products, services, experiences, shared experiences and transformations.
