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TGM reveals 40% of Germans hold a 'pessimistic' view on the political and economic consequences of wars

Understanding the pulse of consumer sentiment is now key to deciphering the evolving marketplace. Ready to confidently tap into the minds of German consumers?

TGM Consumer Sentiment Survey in Germany 2024

In the wake of global transformations, consumers are redefining their priorities. The ongoing global conflicts, geopolitical realignments, and the rapid pace of technological advancements have collectively given rise to an altered landscape. This seismic shift has not only reshaped consumer awareness but has also become the driving force behind unprecedented changes in behaviour. Our independent survey – TGM Consumer Sentiment Survey in Germany 2024 dives into the heart of these changes, exploring how socio-economic shifts to geopolitical events are influencing the mindset and actions of a diverse sample of 944 respondents aged 18-75 in Germany.

Global Welfare and Job Security: Different concerns across different generations

The latest survey exploring the primary concerns among Germans reveals three key focal points: rising prices, wars in the world, and political uncertainty. Notably, the middle age group (35-44) is predominantly troubled by 'rising prices,' with a significant 58% expressing this worry. Surprisingly, the older age group (66-75) appears to be considerably less alarmed at only 38%.

Despite sharing the same primary concern over rising prices, different generations harbor distinct concerns of their own. In Germany, individuals over the age of 24 are notably preoccupied with global conflicts, with a significant 20% for age group 25-34, 15% for age group 35-44, 19% for age group 45-54, 20% for age group 55-65, and 31% for age group 66-75, while younger adults aged 18-24 are primarily focused on job security, standing at 15%. The issues of war and unemployment resonate across all age groups and genders, underlining the pervasive anxieties stemming from recent economic uncertainties. As such, these concerns are unlikely to diminish until there is significant progress in addressing underlying economic instabilities and global conflicts.

Inflation Anxiety: 43% altered lifestyle, 55% plan to cut spending

Amidst the mounting unease surrounding rising prices, 78% of Germans express genuine concern about the escalating costs of everyday items, with a staggering 78% anticipating a further increase in prices over the next three months. This surge in anxiety has spurred action, with 43% of respondents altering their lifestyles to cope with soaring prices. Furthermore, 55% intend to cut back on future purchases of products/services as a strategic move to cushion the blow of rising costs on their financial stability.

Interestingly, the burden of escalating costs weighs most heavily on the middle age group, with individuals aged 45-54, feeling the economic strain acutely at 82%. In contrast, while not impervious to the issue, young adults aged 18-24 seem to regard it with less urgency at 72%.

Inflation Anxiety: 43% altered lifestyle, 55% plan to cut spending

Embracing ‘Buy Now, Pay Later’ service

As the cost of living continues to rise, German households are increasingly turning to alternative payment methods. Specifically, 21% express their intention to utilize the 'buy now, pay later' service more frequently in the upcoming months. This trend reflects a growing preference for flexible payment options among Germans and signifies a strategic shift in financial allocation amidst economic hardship.

Pessimism Casts a Shadow on the Future

Exploring how Germans perceive the political and economic repercussions of ongoing conflicts, findings revealed a nuanced outlook. While 33% of German respondents opted for a 'neutral' stance, a substantial 40% expressed a 'pessimistic' outlook. These figures underscore a prevailing sense of apprehension among respondents when considering the broader impacts of wars. Interestingly, gender differences were observed, with female respondents demonstrating a higher level of pessimism at 41%, while male respondents exhibited a slightly lower proportion at 39%.


  • Market studied: Germany
  • Sample: N=944
  • Targeted Audience: General Population
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