17 Consumer Behaviors That Are Shaping the Labor Market

Rob Zaldivar

On Monday, September 5th, we honor the workers that continue to make our country strong and flourish in a global economy. However, the occupations that grow and decline in America are different with each generation.

Consumer behaviors and preferences play a major part in U.S. job creation. This week, CareerBuilder is releasing a study of occupations that are growing and the behaviors that can be attributed to their success.

Each behavior was grouped into one of three main factors: lifestyle changes, technology advancements and globalization. The study looked at job totals from 2012 through 2016 to get an idea of how the occupations have grown in just a few years.

Matt Ferguson, CEO of CareerBuilder and co-author of The Talent Equation, says “Whether we’re talking about the rise of the sharing economy, the power of smart technology or companies communicating in multiple languages and time zones, these trends are moving the needle on job growth for a wide variety of fields.”

How might your industry be impacted by these trends? Below are some of the major shifts in consumer behavior, as well as a closer look at the occupations they’re likely to impact.



Lifestyle Changes 


Occupation Impacted


Current Number of Jobs


Number of Jobs Added 2012 to 2016

Percentage of Job Growth 2012 to 2016


People are choosing to eat out more, giving rise to the “foodie” generation.

Cooks, Restaurant

1,219,433 164,804


More people are embracing the sharing economy. (example: Uber)

Taxi Drivers and Chauffeurs

283,175 37,023


America is becoming more health-conscious.

Fitness Trainers and Aerobics Instructors

309,519 33,303


Families are more careful with finances after the last recession.

Personal Financial Advisors

257,493 29,913


More people are choosing to bank and shop online.

Information Security Analysts

86,563 9,342


Couples are postponing having children until later in life.

Obstetricians and Gynecologists

25,219 1,082




Technology Advancement



Occupation Impacted


Current Number of Jobs


Number of Jobs Added 2012 to 2016

Percentage of Job Growth 2012 to 2016


There’s an “app” for everything and “smart” technology is moving beyond phones to clothes, homes and more.

Software Developers, Applications

772,195 112,045


Technology has made advertising become more intuitive and effective based on ability to track and interpret online behavior.

Marketing Managers

208,611 19,024


Technology has become ingrained in everyday life and is how people stay connected.

Computer User Support Specialists

665,646 63,849


Technology is catching health disorders sooner and extending lives.

Medical Records and Health Information Technicians

198,831 14,451


Technology is enabling companies to corral and interpret big data to make better business decisions.

Database Administrators

120,476 9,794


Technology is integrated into countless consumer and business products with new offerings and iterations released all the time.

Technical Writers

55,129 5,381







Occupation Impacted


Current Number of Jobs


Number of Jobs Added 2012 to 2016

Percentage of Job Growth 2012 to 2016


Companies are serving customers in different time zones, meaning workers are needed at all hours.

Customer Service Representatives

2,674,925 225,910


Companies are looking to gain a greater understanding of international markets they’re targeting.

Market Research Analysts

532,336 67,551


Expanding beyond borders is requiring communication in different languages.

Interpreters and Translators

78,455 9,845


There is greater emphasis on preserving the global environment.

Wind Turbine Service Technicians

7,061 1,889


Maps for mobile phones and navigation systems are in demand as people explore new terrain.

Cartographers and Photogrammetrists

13,193 1,802



Students and workers looking for information on careers can get detailed insights at findyourcalling.com or by viewing career profiles under the “Browse Jobs” header on the CareerBuilder homepage.

Previous Article
67% of Employers Say $10 Per Hour or More is a Fair Minimum Wage
67% of Employers Say $10 Per Hour or More is a Fair Minimum Wage

More employers than ever are in agreement than the current federal minimum wage is not cutting it. Accordin...

Next Article
15 Reasons We Literally Couldn’t Live Without HR
15 Reasons We Literally Couldn’t Live Without HR

In the spirit of Labor Day – a holiday dedicated to the labor movement that honors the social and economic ...


Get the latest hiring trends delivered to your inbox.

More resources headed your way!
Error - something went wrong!