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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

AI RECKONING AMONG TODAY’S GREATEST FEARS

Americans’ economic anxiety is persisting, inflation is a top personal concern, and most people expect AI will eliminate – not create – more jobs, according to our August Harvard CAPS Harris Poll. 

• 37% of Americans say the country is on the right track, up two points from July.
• 34% say the economy is on the right track, about even with July.
• 32% say their personal financial situation is improving, while half say it’s getting worse.
• 46% say inflation is the most important issue to them.
• 60% say it is more important to keep prices lower for consumers than to protect U.S. industries and jobs.
• 58% say maintaining a positive U.S.-Canada relationship is more important than cracking down on a trade imbalance or protecting American jobs.
• Concern about the U.S.-Iran conflict rose 5 points since July, to 20%.
• 56% say AI is more of a problem for the economy than an answer to its challenges.
• 58% believe AI will create tens of millions of unemployed people in the coming years, versus 42% who expect massive new jobs, growth and prosperity.
• As America approaches the mid-term election in November, 69% plan to vote.
• See also: Latino Voters Are Undecided in The Battleground States

MIDDLE-CLASS STRESS MOUNTS

For middle-class Americans, mounting financial pressures, caregiving demands and retirement uncertainty are becoming overwhelming, according to new research from The Harris Poll and Transamerica Institute.

• 45% of middle-class Americans say they often feel exhausted and burned out, while 39% report trouble making ends meet.
• Inflation has forced 72% to take at least one financially strained action, including cutting day-to-day spending (40%), tapping savings (34%) or taking on new credit-card debt (23%).
• Paying off debt is the middle class’s top financial priority (58%), ahead of saving for retirement (50%) and building emergency savings (42%).
• 80% say today’s cost of living is making it harder to save for retirement, while 74% are concerned Social Security will not be there when they retire.
• 36% of non-retirees have served as caregivers during their careers, and 53% of retirees expect to rely on family or friends if they need long-term care.

YOUNG AMERICANS = RISK TAKERS

Gen Z and Millennials are more willing than older Americans to take risks with both their money and careers, according to our Harris Poll research with Northwestern Mutual.

• 43% of Americans say they have become more risk-averse during the past year, while 31% have become more comfortable with financial risk.
• 71% of Americans would rather reduce risk and protect their savings and investments, even if it means accepting lower potential returns.
• Young Americans are different: 48% of Gen Z and 39% of Millennials would risk changing jobs, switching careers or starting a business for greater potential success or happiness, versus 31% of Gen X and 19% of Boomers.
• Younger adults are also more open to financial risk: 37% of Gen Z and 36% of Millennials prefer calculated risks for higher returns, compared with 14% of Boomers.
• 15% of Gen Z identify as “first movers” in new investment trends – more than any other generation.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Self-driving cars, extended EV range lead rising interest in vehicle technology (Harris Poll)
• 2026 holiday season is not about spending more; it is about choosing better (Assembly)
• Gen-Alpha Teens Are Quietly Becoming the Household’s Most Powerful Brand Influencers (Allison, HarrisX)
• Most gamers (57%) see Netflix as the streaming service best positioned to go bigger in gaming, versus Prime Video and Disney+ (38%) (National Research Group)
• Overworked Doctors Bet on AI to Boost Their Pay (Harris Poll)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

A GOOD PERSONALITY LANDS THE BEST JOBS

Personality might be the new hiring advantage, according to Harris Poll research with Express Employment Professionals.

• 91% of U.S. hiring managers say personality matters as much as skills today.
• 86% say it can outweigh a candidate’s skills gap.
• 78% of hiring managers and 72% of job seekers say personality also is important to thrive at a company – including promotions and landing the best jobs.
• 87% of hiring managers say they can tell from the first conversation whether a candidate will succeed.
• The ways candidates’ personalities are assessed include informal interactions (47%), situational questions (46%), behavioral interview questions (45%), reference checks (43%) and personality assessments (37%).
• See also: Americans are struggling to adapt in today’s workplace

GEN Z MOVING BACK HOME

Driven by underemployment and housing costs, a growing number of young Americans are moving back home with mom and dad and prioritizing fiscal responsibility, according to our Harris Poll research.

• 55% of Gen Z say they will be living with their parents again at some point because of the economy.
• 70% of 25- to 34-year-olds living back at home have jobs – yet still cannot afford to live on their own.
• More adults under 35 live with their parents today (25.2 million) than at the peak of the pandemic.
• 66% of Gen Z say they don’t want to rent, yet they see no realistic path to owning.
• 64% of Gen Z and 51% of Millennials say they would stay on their parents’ phone plan forever if they could.
• See also: First-time homebuyer payments rise 57% to $2,563

MORE TECH = MORE CAR SALES

Vehicle technology is increasingly driving purchase decisions and repeat buying – especially among Gen Z and Millennials, according to our Harris Poll 2026 AutoTECHCAST study.

• 79% of Gen Z and Millennial vehicle owners say the technology in their vehicle makes them more likely to buy from a brand again, up 14 percentage points since 2016.
• Tech-driven loyalty is rising across generations, with 72% of Gen X owners saying vehicle tech makes them more likely to repurchase from the brand (+15 points), compared with 61% of Boomers (+6 points).
• 78% of Gen Z and Millennials say in-car tech played a large role in selecting their current vehicle – up 20 points since 2016.
• Blind-spot alerts are the most sought-after driver-assist feature (42% of buyers), ahead of forward-collision alerts (30%) and pedestrian/cyclist alerts (27%).
• Gen Z’s fastest-growing interests are battery-electric engines (+19.2 points), vehicle-to-vehicle communication (+17.2) and EV/fuel route planning (+15.6).

AMERICANS WATCH THEIR CREDIT SCORES

Americans are actively monitoring their credit, yet widespread misconceptions and knowledge gaps remain – especially among Gen, according to Harris Poll and FICO.

• 89% of Americans took at least one action to improve their financial health in the past year, including 56% who checked their credit score – up from 49% in 2024.
• 72% check their credit score multiple times a year, up from 69% in 2024.
• 11% do not know where to find their credit score, rising to 17% among Gen Z.
• 17% lack the knowledge or tools to improve their score, including 27% of Gen Z, 19% of Millennials, 16% of Gen X and 10% of Boomers.
• 84% say maintaining or improving their credit score will be a priority in 2027, with 45% calling it a major priority.
• See also: Mounting Financial Pressures Threaten the Retirement of Middle-Class Americans

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Allison and HarrisX release Gen Alpha Household Influence Study  (Allison, HarrisX) 
• Consumers trust AI with shampoo. They don’t trust it with menstrual care (Harris Poll)
• Women are less likely to hear about, talk about and use AI (National Research Group)
• As America Turns 250, Do Americans Feel the American Dream Is Alive? (HarrisX)
• Americans aren’t divided on values. But values are layered (National Research Group)
• Your Media List for AI Is Not the Same as Your Media List for People (Allison, Marcel Goldstein)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

GEN ALPHA’S GROWING INFLUENCE

Gen Alpha teens – young people born after 2010 who never knew a world without smartphones, social media or algorithms – are powerful and sometimes overlooked household purchase influencers, according to our new HarrisX and Allison research, the Gen Alpha Household Influence Study

• 73% of Gen Alpha teens say their mom shapes which brands they prefer far more than influencers, celebrities or social platforms – and second only to friends.
• 91% of parents say their teens influence the brands they like, so the influence runs both ways.
• For example, nearly three-quarters of parent purchases of Sephora and e.l.f. cosmetics are influenced by their teen children.
• TikTok (42%) is the top social platform influencing teen girls, followed by Pinterest (19%), YouTube (14%), Instagram (11%) and Snapchat (2%).
• YouTube leads among teen boys (35%), followed by TikTok (30%), Instagram (10%), Roblox (6%), Pinterest (4%) and Snapchat (2%).
• Millennial-aged moms are most influenced by Facebook (23%) and TikTok (23%), followed by Instagram (19%), YouTube (17%) and Reddit (2%).
• Gen X-aged moms are most influenced by Facebook (27%), Instagram (19%), TikTok (17%), YouTube (17%) and Reddit (4%).
• Gen Alpha teens’ favorite brands are Amazon (80.7), Nike (79.3), McDonald’s (77.0), Walmart (76.0), Chick-fil-A (75.2), Target (69.0), Wendy’s (68.0), Adidas (67.9), Apple (67.1) and Dunkin (62.8).
• Much lower are Birkenstock (25.9), Maybelline (30.8), L’Oreal (31.1), Lululemon (32.2) and Temu (36.7).
• See also: What young adults’ use of AI reveals about the future of skills and work

PETS WRITTEN INTO ESTATE PLANS

Americans increasingly treat pets as family – prioritizing their care in household budgets and, for many, in wills and trusts, according to Harris Poll research with the American Institute of CPAs.

• 57% of Americans own a dog, while 40% own a cat.
• 62% of dog and cat owners say they have a budget for spending on their pets.
• 69% say they would be more likely to cut spending on themselves than on their pets if they needed to reduce expenses.
• Among pet owners with a will or trust, 40% have included provisions for their pets.

CIO HAS A GAMING CHAIR

IT decision-makers are avid gamers and increasingly see gaming as a proving ground for workplace skills and technical talent, based on our Harris Poll research with Logitech.

• 83% of IT decision-makers who are gamers play every day, including 28% who play multiple times per day.
• 99% of IT decision-makers say gaming directly relates to skills they use on the job.
• 82% of IT hiring managers say they are more likely to consider applicants who list gaming experience on their resumes, citing capabilities such as multiplayer coordination and strategic execution.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Ray Day inducted into PR Hall of Fame (Ray Day, PR Week)
• Financial Resilience Edges Lower as Recession Concerns Rise (Harris Poll)
• What People Actually Want From AI (National Research Group)
• 85% of consumers want AI beauty suggestions to build confidence, not judgment (Harris Poll)
• 65% of policyholders say switching policies for better rates feels like more effort than it’s worth (Harris Poll)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

SOFT SKILLS RULE IN AI ERA

Employers say the biggest hiring gap isn’t AI fluency – it’s human skills, even as workers feel under-supported in the workplace AI transition, according to Harris Poll research with Express Employment International discussed during PRSA’s AI Pulse Session.

• 35% of hiring decision-makers say jobs at their organizations are going unfilled because applicants lack soft skills.
• Hiring managers say “absolutely essential” skills in candidates are work ethic (60%), dependability (59%), willingness to learn (57%), accountability (54%) and communication skills (52%).
• By comparison, only 23% of hiring managers say AI skills are essential for jobseekers.
• 69% of hiring managers say the gap between the skills they see as essential and the skills young jobseekers possess never has been wider.
• 92% of business leaders say they use AI daily or weekly, while 68% of workers say they are navigating the transition to AI largely on their own.
• 41% of employees report zero AI support from their employer during the past 12 months.
• 54% of jobseekers say it will be difficult to find a job in the next six months, and four in 10 say they are actively looking for a new role.
• See also: Top Recruiters Discuss Jobs in the AI Era at PRSA ICON
• See also: 44% of Employers Report Unfilled Roles as Hiring Process Takes Longer

BACK-TO-SCHOOL BUDGETS TIGHTEN

Parents plan to spend less this school year, and rising living costs are pushing more families to hunt for deals, according to our Harris Poll research with NerdWallet.

• Back-to-school shoppers say they’ll spend $611 on average this year on clothing, supplies and books – $130 less than last year and nearly at 2023 levels ($610).
• 25% say they plan to cut back on back-to-school spending because of higher costs of living.
• Deal-seeking is on the rise, with 62% planning to look for sales, up from 52% last year.
• Families are also becoming more resourceful, with 21% planning to seek out free school supplies, 19% planning to buy at least some secondhand clothes and 26% expecting to use tax-free shopping days.
• 51% of parents say they feel overwhelmed by financial requests from their children’s school.

SMALL BUSINESSES ON CYBER ALERT

U.S. small business owners think they are prime targets for cyberattacks, and many do not yet have a response plan, based on our Harris Poll research with Tri Counties Bank.

• 87% of U.S. small business owners say a cyberattack could have severe financial consequences for their business.
• 15% of small business owners say their business experienced a cyberattack in the past three years.
• 72% say malware or malicious software is the cyber risk of greatest concern.
• 73% say they have a plan in place to respond if they experience a cyberattack, and to bolster defense, 59% do regular software updates, 59% require strong passwords, and 52% use network security measures like firewalls or VPNs.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• The Next Era for Women and Their Health (Wendy Lund and MediaPost)
• Millennials lean on content creators for financial knowledge (Harris Poll)
• Why LLMs view brands more critically than human consumers do (Stagwell Marketing Cloud)
• Gen Z Loves Brands That Convene (Harris Poll)
• Only 31% of Americans are familiar with tokenization, yet interest rises to 50% once concrete benefits are explained (HarrisX)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

PUTTING LIFE ON HOLD

Financial pressures are pushing young people to delay – and sometimes doubt they’ll ever reach – milestones like homeownership, marriage and parenthood, according to Harris Poll research with Northwestern Mutual.

• 72% of Gen Z and 56% of Millennials say financial challenges have caused them to delay at least one major life milestone.
• A similar amount (71% of Gen Z and 60% of Millennials) worry they might never be able to afford at least one major milestone.
• 31% of Gen Z and 24% of Millennials have delayed buying a house, while 24% of Gen Z and 14% of Millennials have delayed having children.
• 20% of Gen Z and 11% of Millennials have delayed getting married.
• Nearly half of Gen Z (46%) and a third (32%) of Millennials feel pessimistic about the impact of AI on their careers.
• Among Gen Z and Millennial parents, more than 7 in 10 say they spend as much or more on their children each month as they do on rent or a mortgage.
• Gen Z started saving for retirement at 22 on average, while Millennials started at 28.
• See also: Forget FOMO: Fear of financial regret is keeping younger Americans at home on Saturday night

AI SKEPTICISM AT SCHOOL

While enthusiasm for AI in education is cooling, students say AI is helping them be more efficient and less stressed, according to our Allison Worldwide research for Quizlet’s How America Learns 2026 report.

• 30% of students and teachers say they have a positive attitude toward AI in education, down sharply from 43% in 2025 and 40% in 2024.
• 6 in 10 students say AI has made them more efficient than last year, and 37% say it has reduced stress around schoolwork.
• Among high school students, 41% say AI has reduced school-related stress, and 22% say it has helped them get more sleep.
• 18% of students feel very confident in their studying progress, while 23% are often unsure whether they’re focusing on the right things.
• 33% of students, teachers and parents say schools are not adequately preparing students for success beyond the classroom, only a slight improvement from 36% in 2025.
• See also: Americans don’t want AI doctors. They want AI doctor-friends

WORKERS WANT A WAY UP

Employees are eager to grow at their current companies, yet many lack a clear roadmap to advancement, reports our Harris Poll survey with EdAssist by Bright Horizons.

• 77% of employed workers say they’d prefer to stay with their current employer if clear internal advancement opportunities exist.
• 83% say they are motivated to learn new skills to advance their careers, yet nearly half (47%) say they don’t know where to begin.
• Among employees who’ve used workplace education benefits, 50% say they gained skills that helped in their current role, and 40% say those new skills helped advance their career.
• 71% wish their employer provided clearer steps to reach the next role.
• While 64% say their manager is involved in guiding skill development, only 33% say they’ve had a conversation in the past year about building relevant skills.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Gen Z has made discount brands cool (Harris Poll) 
• Why brands need a PR plan for people and a PR plan for machines (Allison and Marcel Goldstein)
• Among the most active AI users, 43% worry AI will spread misinformation and 28% worry it will make society more unequal (Harris Poll)
• Uncertainty Is Reshaping How People Travel, Not Whether They Travel (HarrisX, Allison and Booking.com)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

GEN Z IS SKIPPING THE WEEKEND

Gen Z’s weekends are increasingly defined by staying home, dealing with financial stress and craving ways to connect, according to The Harris Poll’s new Gen Z Weekend Report.

• 51% of Gen Z say they feel lonely on a typical weekend – the highest of any generation and 37 points higher than Boomers.
• 74% stay home at least half of their weekends each month, and 73% say staying home has become their default weekend plan.
• 49% of Gen Z adults say they don’t have enough friends to spend time in-person.
• 47% stay home to recharge their physical and mental health.
• Young people’s social life is increasingly screen-based, with 65% saying they connect more through their phone than in person.
• 88% actively avoid at least one social setting, including large groups of near-strangers (39%), loud crowded spaces (38%) and spending a lot on a single night out (36%).
• 73% of young people want more social settings where alcohol isn’t the focus.
• See also: The brutal math behind Gen Z’s lonely weekends: $15 drinks are driving a generational ‘spending hangover’

INVESTORS ARE ANXIOUS YET STILL BUYING

Investors are increasingly worried about the economy. Yet, instead of sitting on the sidelines, many are moving more aggressively, according to our Harris Poll research with Nationwide.

• 77% of non-retired investors are concerned about a U.S. recession in the next 12 months.
• 33% say they plan to change their retirement savings approach to take advantage of investment opportunities now, up from 21% two years ago.
• Risk appetite is also rising: 22% say they plan to manage their investments more aggressively, up from 16% in 2024.
• 15% say they expect to retire later than planned, down from a 22% peak in 2024.
• 11% say they don’t know if they’ll ever be able to retire, down from 16% in 2024.

HIDDEN FEES KILL VACATION RENTALS

Vacation rental travelers care less about luxury and more about transparency, according to our Harris Poll research with Expedia Group.

• 42% of travelers say hidden or extra fees are their biggest anxiety before a vacation rental stay – ahead of host cancellations (36%) and a non-responsive host after booking (33%).
• Once they arrive, renters’ biggest worries are broken or unreliable amenities (41%), cleanliness issues (41%) and the property not matching the photos or description (39%).
• Travelers are most likely to walk away from a booking when the total price isn’t shown upfront, when cleaning fees feel high or unclear or when extra fees pop up for amenities.
• 54% say real traveler photos from past guests are an important trust signal before renting.
• 56% expect hosts to respond within an hour or less if something goes wrong during the stay.

AI ROI RECKONING

Executives no longer are asking whether to use AI, but rather where it delivers measurable returns, according to research from National Research Group and Google Cloud.

• 86% of executives agree that AI is driving cost-efficient growth.
• 55% say AI is measurably improving faster strategic decision-making, making it the top reported business outcome, ahead of increased workforce capacity (52%).
• 53% say AI already has caused a significant or transformational change to their operating model.
• 97% of executives say their organization plans to increase AI spending next year.
• See also: 73% of global consumers say AI is happening to me, not for me

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• PRWeek Power List 2026: 41. Ray Day (Ray Day and PRWeek) 
• Stagwell’s communications segment posts 12.1% Q2 organic net revenue increase (Stagwell and PR Week)
• More than 1 in 4 Americans have already used a GLP-1 medication (HarrisX, Allison and Wendy Lund)
• 47% would leave their job if they weren’t worried about losing benefits (Harris Poll)
• More than one-third of streaming audiences say they’re currently learning a language, and many turn to streaming video to learn English (National Research Group)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

STOCK MARKET HAS A REPUTATION PROBLEM

The U.S. stock market is up 17.3% during the past 12 months. Yet you wouldn’t know that by the views of most Americans, according to our Harris Poll research with the Guardian.

• Two in five Americans believe the stock market only benefits the top 1%.
• A third believe they will have higher financial returns focusing more on gambling than the stock market.
• That increases to 46% among Millennials and to 44% among Gen Z.
• 65% of Americans wrongly believe that a growing stock market means the economy is growing.
• 38% don’t know the economy and stock market aren’t the same thing.
• Half of Americans believe today’s stock market is weak or are unsure how it is doing.

AI’S MONEY ADVICE COMES WITH RISK

Americans are increasingly turning to AI chatbots for personal finance help, yet the payoff is mixed, according to our Harris Poll research with NerdWallet.

• 26% of Americans say they’ve used an AI chatbot to answer personal finance questions.
• Among those users, 49% say they asked AI a money question in the past week.
• Americans are divided on trust, however: 45% say they trust AI chatbots to give good personal finance advice, while 55% do not.
• Among those using AI for finance questions, the top reasons are quick answers (50%) and avoiding multiple websites (35%).
• Oversharing is a concern: 77% of users shared some kind of personal information with a chatbot, including 38% who shared their credit score, 9% who shared their Social Security number and 10% who shared account numbers.
• See also: 81% of Americans Would Let an AI Agent Handle Part of Their Job Search

BUY NOW, PAY LATER

Americans see Buy Now, Pay Later plans as a smart, flexible alternative to high-interest credit cards, according to research from HarrisX and the Financial Technology Association.

• 77% of U.S. adults say BNPL plans have had a net positive impact on American consumers, rising to 91% among users.
• 74% say BNPL is better for their financial well-being than high-interest credit cards.
• 78% say they would recommend BNPL to a friend or family member, while 7% would not.
• The top reasons users choose BNPL are to spread out costs without interest (89%), gain greater flexibility (88%) and have more control over payments (86%).
• Among all U.S. adults, roughly three-quarters agree BNPL helps consumers budget (76%), avoid high-interest credit card debt (76%) and navigate financial hardship (75%).

A BOOM AT THE BOX OFFICE

Going to the movies is back in America, according to the State of Cinema Report from Stagwell’s The People Platform.

• People are attracted to a wider variety of films than in recent years – with nearly 390 million movie admissions recorded in the first half of 2026. That’s one of the strongest moviegoing environments since the pandemic.
• The Top 10 films accounted for 57% of total admissions. The next tier also mattered – titles ranked 11–20 delivered another 22%, showing the box office rebound is being powered by depth.
• Family titles still led the market, with The Super Mario Galaxy Movie (11%) and Toy Story 5 (9%) combining for 20% of admissions.
• PG and PG-13 titles make up seven of the year’s Top 10 films, yet R-rated films are also pulling real weight, making up 30.5% of total admissions and reinforcing that audiences are engaging across ratings and genres.
• Nearly half of all moviegoers are adults 18–34, including 25% women and 21% men 18–34.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Which Sports Should You Sponsor in 2028? (Harris Poll) 
• 89% of consumers say they prefer digital payment methods when receiving a payout (National Research Group)
• Most American voters have favorable view of AI (HarrisX)
• Most Americans are willing to make a weekly meat-for-beans swap to save money (Harris Poll)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

THE CO$T OF A SECOND DATE

The biggest obstacle to a second date isn’t bad chemistry. It’s excessive gambling and other poor money habits, according to our Harris Poll research with Northwestern Mutual.

• Most Americans in serious relationships say “financial compatibility” is more important than emotional chemistry, physical attractiveness, intellectual connection, shared hobbies and spiritual harmony.
• 60% say poor money habits are a dealbreaker – with excessive gambling/risk-taking being the biggest red flag.
• Of those who say income is important, the average ideal partner income is $139,000 per year. Women hope their partner earns $172,000, which is 70% higher than men’s expectations of $101,000.
• Among Gen Z couples, 41% say money arguments are putting a serious strain on their relationships.
• 72% believe couples should discuss finances before getting married or moving in together.

A COUNTRY UNDER PRESSURE, NOT OUT OF HOPE

Americans remain worried about inflation, AI risk and global instability – even as national pride and belief in the American Dream remain resilient, according to our July Harvard CAPS/Harris Poll.

• 35% say the U.S. is on the right track, down 1 point from last month.
• 33% say the U.S. economy is on the right track, up 2 points from last month.
• 46% say their financial situation is becoming worse – compared with 47% last month.
• 82% say AI poses social dangers, with top concerns including job loss and rising power usage.
• Nearly two-thirds say the U.S. should slow down AI development, signaling broad public caution around the pace of change.
• 53% say they would oppose a data center in their own neighborhood, even if the company provides local jobs, benefits and protections.
• Meanwhile, 74% say they are proud to be an American today, and three-quarters of Americans say they are living or will achieve the American Dream.

PETS ARE THE NEW KIDS

Pets are reshaping how Americans think about family, finances and even public policy – with younger adults building their lives around their animals, according to the “State of Pets” study from Harris Poll.

• 77% of Americans now own at least one pet, up 3 points since 2024.
• If forced to choose, 40% of Americans say they’d prefer pets compared with 39% who would choose children.
• Among pet owners, 83% say their pet is like their own child.
• The generational shift is even sharper: 55% of Gen Z and Millennials say they’ve considered building a life around pets instead of having children.
• Cost plays a major role in that choice: among those who’d choose pets over children, 45% say they’re not in the right part of life to care for a child, 35% say pets are easier to care for, and 32% say pets are less of a financial strain.
• Americans increasingly want policy support for modern pet families: 68% say pet owners should receive tax breaks for food and medical care, and 69% say they would claim their pet as a dependent if it were legally possible.

EMPLOYEES ARE BEATING ENTERPRISES TO AI

Employees are driving workplace AI adoption from the bottom up, not through the usual top-down rollout, according to the Harris Poll and INTOO.

• The largest group of employees (22%) says AI use is happening informally through individual employees’ own initiative, without formal company-approved tools or processes.
• 17% say AI is being used across the organization in a way that is actively reshaping workflows, roles or workforce planning.
• 20% report AI is being used by some departments through approved tools, but not consistently company-wide, and 16% say their organization is not using AI at all.
• Employee sentiment is more upbeat than anxious: 34% are curious to learn more about AI, 34% are excited about its potential, and 31% say they feel confident using AI tools.
• 20% worry AI could make their job obsolete, 20% want to build AI skills but don’t know where to start, and 20% worry about making mistakes while using it.
• See also: How AI has gone mainstream with ultra-high-net-worth investors

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Brands on the World Cup stage see a meaningful lift, as viewers report 62% purchase intent toward sponsors, compared with 40% among those not watching (National Research Group) 
• Wendy Lund discusses female leadership on “Let’s Talk PR & More” podcast (Wendy Lund and Allison)
• Eight of 10 Americans chose a fast-food restaurant specifically because they were craving its fries (Harris Poll)
• UK adults strongly favor proposed teen social media restrictions, while nearly half of teens are opposed (National Research Group)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

AMERICANS’ FINANCIAL CRISIS WORSENS

Nearly all Americans believe the U.S. is suffering from an affordability crisis, and many are drowning in increasing debt, based on our Harris Poll research with the Guardian.

• 95% of Americans believe the U.S. is suffering from an affordability crisis.
• 57% believe the economy is worsening – an increase from 46% who said the same in February.
• The affordability crisis is hitting everyone, with half of all Democrats, Republicans and independents saying they are having trouble affording everyday necessities like gas and groceries.
• Two-thirds – including 49% of Republicans – say they have little faith that the federal government will improve the cost-of-living crisis.
• Rural Americans are the hardest hit and most likely to say good job opportunities have disappeared in the past year and that tariffs have negatively affected American manufacturing jobs.
• On top of rising expenses, half of Americans say they are struggling to afford growing debt, including student loans.
• See also: FICO Survey Finds Credit Confusion Still Holding Back Prospective Homebuyers
• See also: Summer BBQ Costs Are Changing The Way Americans Host This Season

MANY STILL ONLY USE AI FOR SEARCH

Americans are adopting AI quickly, yet many are still using it like a glorified search engine, according to “Beyond Adoption: Paths to AI Expertise” report from Stagwell’s National Research Group.

• 58% of Americans think an AI chatbot is “looking up the answer in a huge database,” while only 13% correctly say it is guessing which word comes next based on learned patterns.
• Among people who use AI at least occasionally, 63% say they use it for quick answers to questions and 48% to learn about a new topic.
• Asked what holds non-AI adopters back, the biggest barriers are not knowing what AI can do (50%) and not knowing how to ask the right questions or prompts (46%).
• 26% of AI superusers say fear of being judged for using AI is a major barrier for the non-users.
• When asked what would help more people become more AI confident, superusers point to practical education (43%) and a more intuitive, approachable user experience (20%).

SHOPPERS WANT AI SUPPORT, NOT CONTROL

Consumers are open to AI helping them shop, yet they’re wary of hidden influence, auto-pilot decision-making and recommendations they don’t understand, according to “The Algorithmic Aisle” report from The Harris Poll.

• 72% of global consumers are comfortable with AI helping them shop as long as they make the final decision.
• Nearly three-fourths are comfortable with AI comparing prices across brands or retailers, while 71% are comfortable with AI checking whether a product claim is accurate or credible.
• 71% are comfortable with AI helping them discover new or emerging brands.
• Yet trust is shaky: 78% assume brands will try to pay their way into AI recommendations, and 76% say they would lose trust in a retailer if its AI recommended sponsored products without making it clear.
• Consumers also worry AI could narrow choice, with 74% skeptical about AI mostly recommending premium or expensive products.

BAD OFFICE DESIGN KEEPS EMPLOYEES AWAY

A return-to-office problem is less about policy and more about the workplace itself, based on new Harris Poll research with National Business Furniture.

• Nearly three-fourths of onsite employees say they’re frustrated with their workspace, and 79% say onsite improvements would increase how often they come in.
• Among hybrid workers, 77% would work onsite more often if workspace frustrations were resolved.
• Collaboration is a particular weak spot, as less than half (47%) say they can easily collaborate with others in dedicated spaces.
• 57% say they struggle to focus at work at least some of the time because of their workspace setup.
• Connection is lagging too – with only 42% saying they always/often feel connected to coworkers because of their workspace.
• The biggest day-to-day frustrations: 23% cite noisy environments, 22% say lack of privacy, and 19% point to cluttered shared spaces.
• See also: 76% believe everyday tech products are not designed with accessibility in mind

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Positive leadership = servant leadership (Ray Day) 
• America Turned 250. It Wants a Better Town, Not a Bigger Moonshot (Harris Poll and PMI)
• More Americans Are Getting Prenups, Even If They Aren’t Rich (Harris Poll and Bloomberg)
• Half of Marketers Are Guessing on What Drives Purchasing Decisions Today (Harris Poll)

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 and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

THE MALL COMEBACK IS REAL

Malls remain a valuable retail environment, with younger shoppers driving long dwell times, apparel leading foot traffic, and adults 25–34 delivering the highest per-visit spend, according to new research from Stagwell’s The People Platform.

• 81% of mall shoppers visit more than once a month, underscoring the mall’s continued role in regular consumer routines.
• Reasons to visit other than for shopping include socializing (21%), exercise (14%), services (8%) and passing time (5%).
• Shoppers ages 25–34 spend an average of $296 per visit, the highest of any age cohort.
• Gen Z mall-goers spend 2.6 hours per visit on average, the longest dwell time of any age group. The average mall trip lasts 2.12 hours.
• 65% of mall visitors shopped at a clothing store, making apparel the mall’s biggest traffic driver.
• 51% of visitors who went into a clothing or accessories store made a purchase, a strong conversion rate for the category.
• The mall remains more than just a shopping destination, as 46% visited the mall to eat at a restaurant or in the food court.
• See also: People are Tracking Spending More Closely — Should You?

GLP-1 STIGMA LINGERS

GLP-1 use is widespread in both the U.S. and UK, yet attitudes remain divided between seeing the drugs as a legitimate health tool and a cosmetic shortcut, according to new research from HarrisX and Allison.

• 24% of Americans and 16% of Brits say they have used a GLP-1 medication, and another 23% of Americans and 30% of UK adults say they are open to or actively considering taking one.
• Half of Americans say using GLP-1s for weight loss is a responsible health choice, compared with 37% of Brits.
• At the same time, 50% of Americans and 63% of Brits say using GLP-1s is a shortcut.
• Nearly three quarters of Americans and 78% of Brits believe too many people are using GLP-1s for cosmetic weight loss.
• Two thirds of Americans and 55% of Brits say GLP-1 use is socially acceptable.
• Among current users, 64% of Americans and 51% of Brits say they are open about taking the drugs.
• Roughly half in both countries say creator conversations help reduce stigma around GLP-1 use.

MANUAL WORK EATS UP THE WORKDAY

While most enterprises have adopted AI, many employees still spend significant time moving data, reconciling reports and redoing work because core systems remain disconnected, according to our Harris Poll data with Workday.

• 1 in 5 workers lose at least seven hours a week moving information between systems.
• 81% of enterprise decision-makers say leaders spend significant time moving information between systems, and three quarters say leaders also spend significant time reconciling conflicting data or reports.
• Despite the friction, 97% still rate their day-to-day work experience positively, suggesting the issue is more about systems than morale.
• Globally, 43% of employees say they have busy-but-unproductive days often or very often. In the UK, that rises to nearly 60%.
• In HR, 70% report spending significant time redoing work due to system issues, the highest rework burden of any function.
• In finance, 1 in 5 say AI has accelerated work without improving results, the highest rate of any function.
• Even so, 70% of operations respondents say AI has reduced their time on tasks, the highest of any function.

AI ISN’T THE BOSS

Both hiring managers and workers still see clear limits on where AI should replace human involvement, based on a survey from Harris Poll and Express Employment Professionals.

• 9 in 10 U.S. hiring managers say AI will never replace the need for actual employees at their company.
• 92% say their company is committed to preserving a human element in the workplace.
• The top functions where companies most often prioritize people over AI are Human Resources (59%), Customer Service (57%), Ethics and Compliance (47%), Information Technology (43%) and Sales (39%).
• 82% of hiring managers and 76% of job seekers say crisis situations or emergencies should still involve people.
• Hiring managers also want people involved in reviewing applications and selecting candidates for interviews (79%).
• 77% of hiring managers say humans should remain the first point of contact for customer issues or questions.
• See also: 73% of On-Site Employees Are Frustrated with Their Workspace

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• The game is 90% offense for communications pros who need to be data-led, digital-first and future-focused (Ray Day, Allison and PRWeek) 
• The Pulse of Cannes reveals what really made an impact during 2026’s International Festival of Creativity (Stagwell Marketing Cloud and Allison)
• Mobile-first preferences are rewiring consumer expectations for corporate payouts (National Research Group)
• Listeners are turning to YouTube for audio more than any other platform (Harris Poll)
• 6 International Cities Seeing the Biggest Surge of Americans Relocating Right Now (Harris Poll)