By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

4 TRENDS REWRITING HOLIDAY SHOPPING

Six of 10 consumers say value for money is the top purchase driver this holiday season, based on our Harris Poll research with Mastercard. Four trends:

• Intentional holiday shopping: 82% of Americans are prioritizing low cost and high impact when it comes to gift-giving this year. That includes 86% who compare prices across retailers, 84% who read reviews, and nearly half who pay with credit cards that earn rewards they can use later.
• Gen Z wants an experience: 81% of Gen Z say they receive inspiration from in-store displays.
• Algorithms over elves: 51% of Gen Z and 55% of Millennials are relying on AI to deliver unique gift recommendations – more than they trust themselves.
• Joy and self-indulgence: 6 in 10 of all consumers are buying gifts for themselves – with 61% doing so to reach free shipping minimums.

‘RICH’ AMERICANS ARE STRUGGLING TO SURVIVE

1 in 3 Americans making more than $200,000 describe themselves as financially distressed, and 2 in 3 six-figure earners say their pay is no longer a sign of wealth, according to our Harris Poll Income Paradox Survey.

• 26% of Americans say they are “stretched” today – only able to cover the basics – with 22% of those making $100,000 and 19% of those making $200,000+ saying the same.
• Top expenses draining income: groceries (36% for those making $100,000, 29% of those making $200,000+), rent/mortgage (32% for those making $100,000, 28% for high-earners) and health insurance/medical costs (31% for those making $100,000, 28% for high-earners).
• To make ends meet: 58% of those making $100,000 and 64% of those making $200,000+ have used credit card reward points to cover expenses during the last 12 months; 53% and 51% have checked bank balances before grocery shopping; and 43% and 49% have avoided a social event to avoid splitting the bills.
• 80% of those making $200,000+ have used a credit card in the past three months because they ran out of cash, not to collect points.
• See also: Going into debt for holiday spending? You’re not alone

YOUNG PEOPLE NOT BIG ON OPEN ENROLLMENT

65% of young Americans trust AI more than themselves when choosing healthcare plans, according to our Harris Poll report with Justworks.

• 23% of Gen Z and Millennials would rather wait at the DMV than go through healthcare open enrollment.
• 62% have used AI for medical and insurance information – compared with 29% of Gen X/Boomers.
• 44% say they don’t put much thought into choosing their insurance plan.
• 59% say they spend an hour or less researching and selecting their plan.
• 26% say cost and affordability are their biggest concerns.

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

AMERICA’S MOOD SOURS

The mood in the country has deteriorated, compounded by economic disruptions and the government shutdown, according to our November Harvard CAPS/Harris Poll.

• 54% say the country is on the wrong track – up 3 points from September.
• 58% say the U.S. economy is on the wrong track – up 5 points from September.
• 45% say their personal financial situation is getting worse – up 2 points from September.
• Inflation (35%) and the economy and jobs (33%) remain the top issues.
• Health insurance (46%) and food security (40%) are the two areas Americans say they need help facing.
• 75% opposed the government shutdown – up 5 points from September.
• 48% were personally affected by the shutdown.
• See also: It’s Not Just Affordability, Americans Anxious Over Jobs Too

LIFE ON HOLD FOR HOME-BUYING

Aspiring homeowners (71%) are delaying at least one major life decision – getting married, having children, career changes and even pet ownership – until they can afford to buy a home of their own, based on our Harris Poll research with Coldwell Banker.

• Being delayed until they can afford a home: marriage or having children (18% each), changing jobs (17%) and starting a business (15%).
• 56% say homeownership right now is more important than getting married or having children (42%), retiring by 67 (39%), building a successful career or business (39%) or earning a college degree (23%).
• 84% are willing to make concessions, such as taking on a side job (42%), buying a smaller or a fixer-upper (35%) or moving to more affordable areas (35%).
• 19% of Gen Z and 14% of Millennials have moved in with parents or in-laws to save to buy a home.

CLIMATE CHANGE CONTRADICTION

While a vast majority of global citizens believe in climate change, ineffective messaging leaves them doubtful of a solution, according to our Harris Poll report with the Milken Institute.

• 95% of people globally believe climate change is happening.
• 83% have personally experienced the impact of it.
• 31% say climate concerns dominate their mental space – compared with 54% who say economic concerns do.
• 88% say economic messaging must be included in climate messaging to result in real change.
• 79% say climate activism would be more effective through community-level interventions than global frameworks.

CEOs PREFER AI OVER HUMAN SPEECHWRITERS

Today, 57% of CEOs would choose a custom-trained AI speechwriter over a professional human speechwriter, based on our HarrisX-Ragan survey of communications and business leaders.

• 83% of CEOs say they value their Communications team – mostly for employee (42%) and executive communications (28%).
• 30% of communications work already is AI-driven. By 2030, that figure is expected to jump to 55%.
• The most important skills for a Communications team, according to CEOs: strategic thinking (42%), creative problem solving (40%) and being calm under pressure (37%).

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

STRESSED OUT IN AMERICA

The toll of societal division goes deeper than political frustration for stressed Americans, according to our Harris Poll research with the American Psychological Association.

• 62% report societal division as a significant source of stress in their lives.
• 76% say the future of the nation is a significant source of stress.
• 69% cite the spread of inaccurate or misleading information as a major source of stress, up from 62% last year.
• Technology also is to blame: 57% say the rise in AI is causing significant stress, up from 49%.
• 63% of those ages 18–34 and 53% of parents have considered relocating to another country due to the state of the nation.
• One result of today’s environment is loneliness: 54% feel isolated from others, 50% feel left out, and 50% lack companionship.
• Adults with high levels of loneliness are more likely to suffer from chronic health issues (80%) than those with moderate (66%) or low (68%) loneliness levels.
• TAKE THE STRESS OUT OF AI: Hands on with AI for Training and Advice

$1 MILLION NO LONGER = WEALTHY

One million dollars is no longer enough to be considered “rich” in America, according to our Harris Poll survey with Northwestern Mutual.

• The U.S. is home to the most millionaires, 23.8 million, of any country in the world.
• Yet only 36% actually consider themselves “wealthy.”
• 49% say their financial planning needs improvement.
• 53% believe they will leave behind an inheritance.

RETIREMENT OUT OF REACH

America’s middle class is struggling to reach retirement savings goals, according to our Harris Poll survey with the Transamerica Institute.

• The middle class represents 56% of the U.S. population, earning an annual household income between $50,000 and $199,999.
• They are predominately white (60%), employed (57%) and married (53%).
• The top priorities of middle class adults are: enjoying life (63%), being healthy and fit (61%), focusing on family (42%) and planning for their financial future (42%).
• Only 21% of 50-year-olds have a written retirement plan.
• 61% believe they will never be able to fully retire.
• 47% have dipped into savings to cover unexpected expenses.
• 87% have taken at least one step to help ensure they can continue working as long as they want and need.
• 44% are worried that AI and robotics are making their job skills no longer needed.

CANADIAN REPUTATION ON THE RISE

Despite economic uncertainty and low familiarity, corporate reputation is improving in Canada, according to the Harris Poll’s second annual Corporate Reputation Survey with Canadian Business.

• 44 out of 47 companies that were in the 2024 and 2025 studies experiences an increase in reputation scores.
• 86% of Canadians are rethinking their priorities as consumers.
• The PWHL is No. 1 for the second year in a row and ranks highest in all three character elements (culture, ethics and citizenship).
• 87% agree that now more than ever before, it is important for Canadians to support Canadian businesses.
• Chinese companies performed poorly: Shein at No. 88, Temu at No. 93 and TikTok at No. 94.

CASH IS NOT KING

The popularity of card payments and buy-now-pay-later apps make paper money obsolete in the eyes of Gen Z, according to our Harris Poll survey with Cash App.

• 53% of Gen Z use physical cash only as a last resort when paying.
• 29% believe people who pay with cash are out of touch.

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

WILL AI REPLACE ME?

The threat of AI taking over the workplace is leaving Americans unprepared and under-educated, according to our Harris Poll research with Instructure.

• 70% of employees feel unprepared for today’s workforce (87% of Gen Z, 72% of Millennials, 65% of Gen X and 49% of Boomers).
• 73% feel unprepared to adapt to career disruptions in the next five years.
• 29% say automation already has changed their role.
• 32% think their skills wouldn’t survive an economic downturn.
• 60% want to upskill.
• 50% are unsure which certifications or skills employers will actually value.
• 88% say more training would help career advancement.
• 64% plan to change jobs within the next two years.
• See also: Hands on with AI: Training and advice

THE RACE OF AI CX

A gap exists in how companies are using AI to improve the customer experience, according to Code and Theory’s report with The Wall Street Journal.

• 94% of C Suite leaders say CX strategy contributes to business success.
• 93% say their digital CX needs improvement.
• 76% say they are behind on AI transformation.
• Less than half (44%) understand how to use AI to build customer relationships.
• Companies who have mastered digital CX strategies are generating 30% more revenue than those that aren’t.
• 86% expect CX to become a top-tier investment priority.

RISE OF AMBITIOUS WOMEN

Women leaders no longer conform to a traditional career growth model as they redefine what ambition and success look like, according to our Harris Poll report with Chief.

• 92% of senior women leaders are energized by professional growth ahead.
• 61% believe they’re at their peak power now or will be in the next five years.
• 86% say they’re more ambitious now than five years ago.
• 83% say the old linear career model doesn’t work for them.
• 82% say traditional progression feels less reliable.
• 94% say being around ambitious women fuels their own drive.

STILL SHOPPING YET LESS SPENDING

Higher prices continue to affect American’s shopping habits, according to our Harris Poll’s QuestBrand Challenger Retail 2025 report.

• 61% of consumers have seen their grocery costs rise.
• 59% are bracing for higher costs, as 60% expect tariffs to push them up further.
• 43% plan to switch to lower-priced products.
• 26% will switch retailers.
• 35% of shoppers are Millennials, 9.2 points higher than Gen Z, who makes up the next largest buying group.
• Gen Z are more likely than Boomers (29% versus 22%) to buy second-hand.
• See also: The Price of Connection: How Americans Are Travelling Smarter This Holiday Season

CANDY CHAMPIONS

Halloween ads affect consumer candy buying patterns this season, according to The Marketing Cloud’s 2025 Halloween Ad Champions Report.

• Consumers’ Halloween spirit is strong: 57% buy candy for trick-or-treaters, 53% watch Halloween movies or specials, and 51% decorate their home or yard.
• The top candies being purchased this year are Reese’s, M&M’s, KitKat, Hershey’s and Snickers.

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

INFLATION WOES LINGER

Although the U.S. inflation rate is lower, Americans are still suffering personally, according to our Harris Poll research with The Guardian.

• 75% of Americans report soaring prices.
• 74% have seen their regular monthly costs increase by $100.
• 40% have seen their regular monthly costs increase by more than $500.
• Officially, inflation has declined from an annual rate of 3% in January, when President Trump took office, to 2.9% annually in August (the last figures published).

RETIREMENT TRADEOFFS

Financial pressure and rising housing costs mean Millennials are choosing between home ownership and retirement security, according to our Harris Poll research with Nationwide.

• Millennials see housing costs (35%) as the biggest obstacle to retirement.
• 58% of Millennials feel like they must choose between homeownership and retirement security.
• 60% have adjusted their retirement plans in response to rising housing costs.
• 46% see homeownership as a challenge to retirement security.

ACTIVIST TEEN VOTERS

America’s teens already are a very engaged generation of future voters, according to our Harris Poll research with UNICEF.

• 80% of future teen voters are interested in current events.
• 62% think the U.S. is on the wrong track – better than 72% in 2024.
• The top youth issues are cost of living (59%), homelessness (50%), the state of the economy (48%), immigration (47%) and access to health care (46%).
• Rural youth are most likely to feel they are not included in the political process in the U.S. (76%), followed by suburban (70%) and urban youth (58%).
• While 67% are engaged in politically focused actions, 90% are asking for more engagement.
• 81% agree that people their age can make a difference.
• 66% believe their opinions don’t matter to elected officials.

GEN Z IS DELEGATING TO AI

Gen Z is ready for AI to take over the menial, automated tasks of their daily lives, according to our latest Harris Poll research.

• Gen Z is ready to use AI to file their taxes (24%), outsource their household shopping (21%) and delegate beauty and skincare decisions (19%).
• This aligns with existing early adopter shopping behaviors:
  • 41 million Americans use Subscribe and Save.
  • 141 million buy groceries online.
  • 60-65 million self-file their taxes online.
• 63% believe the future belongs to people who can direct AI, not compete with it.

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

SOCIAL MEDIA IS TODAY’S TOP NEWS SOURCE

Americans are leaning away from traditional news outlets in favor of new and social media, according to our latest Harris Poll research.

• 66% of Americans stay up to date on the news – up 6 points from 2023.
• The most trusted news sources today are friends and family (86%), local TV (72%) and local newspapers/websites (70%).
• Least trusted are social media influencers (32%), social media stories (35%) and national politicians (41%).
• Sources viewed are the most biased are social media influencers (84%), social media stories (82%) and national politicians (82%).
• Despite perceptions of bias, 66% turn to social media for news (86% Gen Z, 84% Millennials, 66% Gen X and 36% Boomers).
• Top social media platforms for news: YouTube (62%), Facebook (55%, down 5 points from 2023), Instagram (45%), podcasts (40%), TikTok (38%), AI agents (36%), X (34%), Reddit (30%, up 4 points from 2023) and Twitch (17%).
• 64% of Americans are turning to independent and new outlets for news over mainstream news media.
• 81% trust non-mainstream news outlets more or the same as traditional media.

SIDE HUSTLES DURING SHUTDOWN

Americans are feeling anxious about their finances due to the government shutdown, and half say they’re ready to start a side hustle, based on our HarrisX research with GoDaddy.

• 61% of American adults and 76% of federal government employees are concerned about the impact the government shutdown will have on their personal finances.
• 56% of federal employees and 34% of adults say the government shutdown already has made them less confident about the stability of their income.
• 71% are concerned about the potential impact on small businesses, and 64% are concerned about the potential impact on consumer spending.
• 63% of federal employees and 41% of Americans report reducing spending in response to the shutdown.
• 44% of government employees and 29% of all consumers say they are delaying major purchases.
• 39% of federal employees say they are already dipping into savings to cover expenses because of the government shutdown.
• 70% of Americans and 67% of federal employees say they need to find new ways to generate income.
• 50% of Americans and 41% of federal employees will likely start a business or side hustle if their income is disrupted by the shutdown.

SOCIAL MEDIA MODERATION

New York state recently passed a law mandating social media platforms to report if and how they manage hate speech. Yet consumers are split on their feelings about social media moderation, according to our research from Stagwell’s National Research Group.

• 39% want the government to be less involved in how social media platforms moderate content (25% say more involved).
• 31% say the government is too strict in its approach to control social media, 36% say “it’s about right,” and 32% say it’s too lenient.
• 44% want social media companies to use independent fact checkers to moderate content.
• 12% want no moderation at all.

WOMENS’ SILENT GRIEF

Our Harris Poll research continues to highlight the knowledge disparity and lack of resources for women during pregnancy.

• 78% of women underestimate the prevalence of miscarriages.
• 14% say their pregnancy/birth experience would have been improved if they had received support following a miscarriage or stillbirth.
• 76% believe employers should offer the same amount of paid leave to parents who suffer a miscarriage or stillbirth as they do for those on maternity or paternity leave (higher for Black women at 84% and Hispanic women at 80%).

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

ECONOMIC PESSIMISM LINGERS

Economic worries continue to consume Americans, according to our September Harvard CAPS/Harris Poll.

• 51% say the country is on the wrong track – up 1 point from August.
• 53% say the U.S. economy is on the wrong track – level with August.
• 43% say their personal financial situation is getting worse – up 1 point from August.
• Inflation (32%) and the economy and jobs (29%) remain the top issues.
• See also: Tariffs, Taxes and Tight Margins: How the Middle Market Is Bracing for 2026

WIDESPREAD OPPOSITION TO SHUTDOWN

Most Americans oppose the government shutdown, and they are blaming both sides, according to our Harvard CAPS/Harris poll.

• 70% oppose the shutdown.
• 53% blame Republicans for the shutdown, and 47% blame Democrats.
• 65% say Democrats should accept a continuing resolution at current spending levels, while 35% say they should hold out for additional funding for ObamaCare.
• With the shutdown, Americans are growing more negative: Congress today has a 32% approval rating, compared with 37% last month.

TRIGGERED IN THE GROCERY AISLE

Americans say it’s harder to afford their groceries now than it was a year ago, based on our latest Harris Poll with Axios.

• 47% say it’s harder to afford groceries today.
• Fewer than 1 in 3 say tariffs have been good for the U.S. economy, U.S. businesses or personal finances.
• 63% worry about shortages of key goods they rely on due to tariffs.
• 65% say they’re financially squeezed each month.

RECORD-BREAKING 2026 ELECTION

The number of high stakes races and redistricting will lead to increase political spending next year, according to Assembly’s 2026 Election Outlook report.

• The nation will see 33 Senate races, 36 governor races, 435 House races and more than 6,000 state and local races in 2026.
• Political advertising spend is projected to surpass $10 billion.
• Georgia, Michigan and North Carolina will see the highest spend and the most intense political landscapes.
• Local broadcast television will remain the majority of political ad spending.

FUTURE OF HEALTH TECH

Americans are embracing health tech, yet they want better resources and more control, according to our Harris Poll survey with Verily.

• 72% of Americans are actively seeking information about healthy nutrition and lifestyle options.
• 60% like to stay up to date and seek out new digital health tools and resources.
• 82% wish they could access all their health information in one place.
• 64% find aspects of their current health apps frustrating.
• They want an app that helps them better understand their health over time (76%) and offers personalized recommendations from healthcare professionals (75%).

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

ELECTRIC VEHICLES NEED A RECHARGE

Public charging stations will make or break the future of electric vehicles, based on new Harris Poll data with Urban Science.

• Two thirds of auto buyers considering an EV (63% in the U.S., 68% in Germany and 64% in the UK) say their main charging reliability concern is that there are not enough charging stations.
• 4 in 10 buyers (39% in the U.S. and UK, and 42% in Germany) worry about long lines.
• 43% of U.S., 38% of German and 40% of UK buyers report concerns about hard-to-reach charging stations.
• Only 20% of U.S. auto buyers believe the current infrastructure will meet demand during the next three years.
• In the U.S., 23% of auto buyers say they are most likely to buy some type of battery vehicle engine that would require charging in the next year.
• 63% say their decision to purchase an EV has not changed in light of the Trump administration.
• See also: As European EV Sales Soar, Automakers Must Prioritize Service

MATERNAL HEALTH DIAGNOSIS

Women – especially Black, Hispanic and younger women – are not receiving adequate care during pregnancy and postpartum, according to the Harris Poll’s third annual State of Maternal Health Report.

• 72% of women agree the healthcare system is designed more for the convenience of the healthcare provider than the patient giving birth.
• 40% feel like they are just another number at the OBGYN or midwife’s office.
• 62% say they must fight to get the medical care they need – up from 53% last year. This is highest for Black (73%), Hispanic (71%) and younger women (73%).
• Women are not receiving any education on integral parts of the pregnancy, including less invasive pain management (53%), counting kicks (45%) or labor stages (34%).

HEALTHCARE WORKERS DON’T FEEL SAFE

Poor behavior coupled with insufficient security measures are causing healthcare, according to our Harris Poll research with Verkada.

• Healthcare workers account for 73% of nonfatal workplace injuries and violence.
• 79% have experienced or witnessed aggressive behavior from patients.
• 21% worry about verbal harassment from patients most or every time they go work.
• Nurses are more than twice as likely (60%) to be physically assaulted on the job compared to physicians (29%).
• 2 in 5 have considered leaving their job due to safety concerns.
• 52% believe safety concerns are deterring people from entering the profession.

LEGAL SHAKE-UP

Global in-house legal departments are rapidly transforming from traditional risk-management cost centers to strategic value creators, according to our Harris Poll research with Axiom.

• 49% of legal departments changed budget models in the past year.
• 29% of legal departments say they’ve adopted value-based budgeting models.
• 32% conduct comprehensive annual ROI evaluations.
• 78% are expected to implement AI without dedicated funding.

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

JOB SEEKERS STRUGGLE

Current job seekers can expect the hunt to become even more difficult in the next six months, according to our Harris Poll report with Express Employment Professionals.

• 78% believe employers have the upper hand in today’s job market.
• 44% of job seekers are actively looking for a new job – up from 41% last year.
• 59% believe it will be harder to find a job in the next six months – up 9 points from last year.
• 48% believe there are fewer job opportunities than a year ago.
• 25% expect it will take more than six months to find a job.
• The top challenges are finding job opportunities that match their qualifications (52%), landing a job quickly enough to cover basic expenses (46%) and standing out in an increasingly competitive market (44%).
• 83% are willing to accept a different role than initially planned to combat these challenges.
• Motivations for job seekers include better pay (42%), improved work-life balance (39%) and career advancement (31%).

FINDING JOBS ESPECIALLY HARD FOR NEW GRADS

Recent college graduates are having an especially hard time finding entry-level jobs – even competing with AI – according to our Harris Poll research.

• 58% of recent graduates are still searching for full-time employment.
• 65% of Gen Z report FOBO – the fear of being obsolete.
• 45% report AI made their college degree irrelevant.
• As a result, 51% view their college degrees as “a waste of money.”
• 41% of Gen Z say financial stability is their top priority, over enjoyable work (32%).
• 80% of hiring managers say they anticipate a recession, prompting 83% to cut costs through process streamlining, cross-training, hiring freezes and layoffs.

PUTTING THE ‘MARKETING’ IN CHIEF MARKETING OFFICER

CMOs have a crucial role to drive business results, yet they face budget constraints and limited control, according to our GALE CMO report with Forbes.

• 67% say CMOs must become business architects, not just brand stewards.
• Only 19% consider their organizations “extremely effective” at demonstrating marketing impact.
• 39% report that their budgets are fully aligned with and supportive of their strategic vision.
• 48% cite limited control over budget allocation as a barrier to meeting strategic goals.
• CEOs (69%) and CFOs (65%) remain the key decision makers in marketing spend.
• 57% report flat year-over-year budgets.
• 70% agree agency partners need to understand their business more holistically to be effective.

BURNOUT FROM BUSYWORK

Data analysts are relying on unsanctioned AI usage in the workplace to combat burnout, according to our Harris Poll research with dtb labs.

• Organizations lose $21,613 per year in wasted analyst productivity.
• 78% of analysts’ time is consumed by busywork.
• 54% admit to using AI tools to analyze company data outside of approved systems.
• 90% are eager to incorporate more AI tools into their workflows.
• 72% report their organization isn’t investing enough in AI-powered platforms.
• 32% have created workarounds to bypass governance processes entirely.

SPORTS FANS LIKE BILLBOARDS

Out-of-home advertising is a powerful tool to engage sports fans, according to our Harris Poll research with the Out of Home Advertising Association.

• 60% of adults recall seeing an OOH ad for a major sporting event.
• 90% took real-world action.
• 61% engaged on social media.
• 62% want ads connected to the 2026 FIFA World Cup.

FUTURE OF NEWS APAC: Join us for the first Future of News APAC Summit next Thursday, Oct. 2. Moderated by Stagwell Vice Chair and Allison Worldwide Executive Chair Ray Day, the event will feature panel discussions and the release of new brand safety research. If you, your teams or clients are interested in attending, please register using this link.

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By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

TOO MUCH CHANGE IN THE WORKPLACE

AI, technology and unrelenting disruption are putting businesses and their employees at a tipping point, based on new Harris Poll research with The Grossman Group.

• Most employees can absorb one or two major changes a year.
• More than 50% of business leaders expect to implement three or more major changes in the next two years.
• 1 in 4 change efforts fail – at the cost of burnout, dissatisfaction, workload spikes and turnover.
• Organizations are three times more likely to succeed in major change when employees are fully bought in.
• Organizations are 5.5 times more likely to fail without visible leadership and without effective communication.
• 1 in 4 employees say their leaders do not communicate change well.
• Culture change and layoffs are the most difficult.

HEALTHCARE BURNOUT

In a post-COVID era, healthcare workers are feeling left behind, under-educated and underappreciated, according to our Harris Poll research with Strategic Education, Inc.

• 84% of healthcare workers feel they are taken for granted.
• 55% will look for job openings, interview for or switch to a new role in the next year.
• Top reasons for looking for a new role include inadequate compensation and benefits (49%), burnout or emotional fatigue (48%) and lack of career advancement, personal development or education opportunities (48%).
• Only 1 in 5 feel their current employer is invested in their long-term career success beyond their current role.
• 3 in 4 are interested in continuing their education, and 80% believe employers should be investing in their education.
• 63% say they would be more likely to stay with their employer if tuition support were provided.
• While 9 in 10 employers agree they have a responsibility to help employees advance in their careers, only 47% use tuition assistance and education benefits as a retention strategy.

GAME ON WITH AI

Generative AI is widely adopted in the gaming development industry, yet it does not come without changing consumer expectations and developer concerns, according to our Harris Poll research with Google Cloud.

• 97% of game developers say generative AI is transforming the industry.
• 94% say it’s driving innovation.
• The most promising trends are AI-driven game engines (40%), AI for balancing gameplay (40%) and AI-powered testing and quality assurance (36%).
• 89% say AI integration is changing player expectations, and 37% think players are looking for more lifelike experiences.
• 63% worry about data ownership and IP rights.
• See also: Most Employees Don’t Know How To Adopt AI

FUTURE OF NEWS IN CANADA

Canadian news readers are a powerful, high-impact audience, according to our latest News Advertising Study by Stagwell’s HarrisX.

• 71% of Canadians follow the news closely.
• 22% are “News Junkies,” an audience that checks the news five times a day and reads an average of 8.8 articles.
• Canadians are more likely to follow news (22%) than sports (21%) or entertainment (14%).
• Among high earners, the average purchase intent for brands with ads were next to news articles on global politics was 65%, compared to 69% for business and 64% for entertainment.

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