The document discusses emerging consumer behaviors and identifies four new audiences for marketing professionals: digital nomads who value flexibility and work remotely, luxury shoppers who seek finer experiences and purchases, empowered activists who make purchasing decisions aligned with their values, and self-care enthusiasts focused on health and well-being. It provides statistics on the size and behaviors of each group using Microsoft Search Network data to highlight important shifts in how people engage with brands as work-life boundaries blur.

1. Life Reinvented:
Emerging Consumer Behaviors
Consumer behavior changes are one of the most important factors for marketing and advertising
professionals to consider over the next year. Microsoft Advertising research shows that work and
life are blending, and with that, new consumer attitudes are emerging. These shifts in
behavior and lifestyle are creating permanent changes in how people engage with brands, and
we’ve identified four emerging audiences.
 Digital Nomads are location-independent
people who value flexibility and make a
living working online. Because they work
100% remotely, they’re able to travel constantly
and move from place to place as long as
there’s an internet connection.
 There are 15.2 million travel enthusiasts
who work remotely and are on the Microsoft
Search Network in the US.1
 There are 881k travel enthusiasts on the
Microsoft Search Network who stay in an
Airbnb or rented accommodation at least
once per month.1
 Luxury Shoppers care about elevating
everyday experiences with finer things and
are comfortable purchasing high-value
items online.
 There are 52 million Luxury Shoppers on
the Microsoft Search Network in the US.1
 When they use multiple search engines,
Luxury Shoppers spend 32% to 105%
more money on luxury goods.2
 The Empowered Activist makes purchasing
decisions by spending money on brands that
align with their own values.
 There are 84 million Empowered Activists on the
Microsoft Search Network in the US.1
 They are 35% more likely to purchase personal
care items that are sustainable.1
Four Emerging Personas
 Self-Care Enthusiasts are interested in spending time
where it matters most, whether that be with family, on
mental health or on fitness. They seek brands that enhance
their physical and mental well-being.
 There are 94 million Self-Care Enthusiasts on the
Microsoft Search Network in the US.1
 They are 38% more likely to have purchased exercise
equipment online.1
Microsoft Advertising
Great relationships start here.
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Luxury Shopper
Digital Nomad
Empowered Activist
Self-Care Enthusiast
Infographic citations
1. Global Web Index, US, Q3 2020 – Q2 2021
2. 2021 Luxury Shopping Study, Microsoft
Advertising, J. Randolph