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:

TRUST BUT VERIFY ‘DR. AI’

More Americans are using AI to answer healthcare questions, yet they do not trust it completely, according to our Harris Poll research with Merck Manuals.

• 62% of Americans use AI tools for medical information.
• 54% use it to enter symptoms for a diagnosis.
• 32% do not trust the medical information provided by AI.
• Only 14% say they trust the information completely.
• 9 in 10 are taking steps to check the legitimacy of the information provided: talking with a health care professional (41%), cross-referencing with other AI or online platforms (39%), checking the sources provided by the AI (37%) and using other databases for deeper research (32%).
• Gen Z (77%) and Millennials (77%) are more likely to use AI for medical information than Gen X (58%) and Baby Boomers (40%).
• Parents with children under 18 (83%) use AI for medical information more than those without kids (52%).

ENTREPRENEURSHIP NOW EASIER THAN FINDING A JOB

Owning or starting a business today feels more financially secure than traditional jobs, according to our Harris Poll research with Shopify.

• Respondents in the U.S., Canada, UK, Australia and Spain say entrepreneurship feels more secure than a traditional job – highest in the U.S. at 39% for being your own boss versus 18% when working for others.
• Two thirds across markets say starting a business is a positive life move.
• In the U.S., 46% say finding a job today takes more effort than entrepreneurship (24%).
• 89% of U.S. founders would start their business again.
• 86% said e-commerce platforms make it easier to start a business now versus a decade ago.
• See also: Why Skilled Trades Are Becoming More Secure Careers in the Age of AI

DATA CENTER CONCERN GROWS

Concerns about neighborhood data centers are growing, based on new research from National Research Group on the role of AI and data centers in local politics.

• More Americans today oppose (37%) than support (28%) a new data center built in their area.
• Most say data centers are bad for the environment (39%), home energy costs (38%) and people’s quality of life nearby (30%).
• Americans are unsure about the environmental toll of AI: 54% overestimate how much water a typical LLM query uses.
• See also: AI Has Officially Entered Mainstream Politics

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

• How a housing standoff became an identity crisis — and why it matters far beyond real estate (Harris Poll)
• E.O.s Are the Heads of Companies. Should They Also Be the Face? (Mark Penn)
• AI Lets Communicators Measure Emotions, but Gen Z Interest Is Cooling (Ray Day)
• The Trade Desk launches first AI agents with Stagwell as clients (Stagwell)

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:

3% INTEREST RATES NEEDED TO RESPARK HOME SALES

Most Americans say mortgage interest rates need to return the 3% range before they are willing to buy a new home, according to Harris Poll’s State of Real Estate 2026 report.

• 20% say 3% to 3.99% is the range needed before buying a new home, followed by 4% to 4.99% (17%), 5% to 5.99% (18%) – versus only 6% willing to buy at today’s average rates.
• 70% of Americans say the housing market feels stalled.
• 77% would rather stay put than face today’s mortgage rates.
• For young people, home ownership barriers include more than interest rates: 37% of Gen Z can’t buy because of mortgage rates, 37% don’t have money for a down payment, 28% have poor credit, and 25% say they don’t have enough knowledge about buying a home to pursue doing so.
• 68% of all Americans believe someone needs a six-figure salary before they can afford to buy a home.

RETAIL RESHAPED BY AI

Americans are already leaning on AI shopping agents to navigate today’s retail landscape, according to our Harris Poll research with Quad.

• Americans say pricing (74%) and being an informed shopper (73%) play a bigger role in shopping decisions now than 12 months ago – higher for Millennials at 79% and Gen Z at 81%.
• 69% say social media is becoming a less attractive place to shop.
• 73% say algorithm-driven pricing makes it hard to know whether they’re getting the best deal.
• Top benefits of AI tools include spotting pricing inconsistencies (66%), helping stay on budget (60%) and narrowing choices faster (60%).
• 51% would rather use AI shopping tools to reduce the risk of making a bad purchase.
• Younger Americans are more likely to trust AI shopping recommendations than older generations: 54% of Gen Z and 60% of Millennials compared to 42% of Gen X and 25% of Boomers.
• 70% say shopping in store, even alone, feels more like a social activity.
• See also: Millennials, Gen Zers warm up to AI shopping tools

WOMEN LEAD STRATEGIC AI ADOPTION

Our Harris Poll research with Chief examines how women leaders are defining AI adoption in the work place.

• 80% of women leaders are playing active strategic roles in their organization’s AI efforts.
• 31% are focused on AI governance, ethics and responsible implementation.
• 78% already use a personal criteria for deciding what stays human or transitions AI in their workflows.
• 87% have witnessed negative consequences when AI is prioritized without human development.
• Their top concerns are over-reliance reducing human judgement (43%), over-reliance reducing human capability (38%) and risks to data privacy and security (36%).
• See also: Women executives warn AI adoption is outpacing workforce development

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

• Another very positive step as we turbocharge growth at Allison Worldwide for our clients and our business (Ray Day)
• A Generation Homesick for a World They Never Knew (Harris Poll)
• Curling’s Next Wave: What the Data Says About Gen Z, Millennials, and Growth (The Harris Poll)
• Advocating for Black Maternal Health (The Harris Poll)
• Will AI redefine the future of qualitative research? (NRG)

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:

IS AMERICA FALLING IN LOVE WITH SOCCER?

This summer’s World Cup in North America is creating more American soccer fans, based on our Harris Poll research.

• 32% of soccer fans say this year’s World Cup has sparked new interest in the sport.
• Since 2020, American soccer fandom has grown by 17%.
• 65% of Americans call themselves soccer fans, even though they say, “it still doesn’t feel like an American sport.”
• 35% of Americans already watch major global soccer events.
• 47% follow individual stars as much as a specific team.
• See also: America is building a soccer economy before it builds a soccer culture

JOB-SEEKERS SHOULD FOCUS ON REFERRALS

Nine of 10 hiring managers say referrals are the secret to landing a new job, yet many candidates miss out, based on our Harris Poll research with Express Employment Professionals.

• 90% of U.S. hiring managers say employee referrals make hiring more efficient.
• 91% say a strong internal reference can open doors that would otherwise stay closed.
• 89% trust candidates’ stated skills more when someone recommends them.
• 80% prioritize interviewing referred candidates over equally qualified non-referred applicants.
• Yet, among job seekers, only 40% know that a referral helps them stand out.

GLP-1 ACCEPTANCE DEPENDS ON EMPLOYER

Employer-sponsored health benefits play a significant role in determining who uses GLP-1 treatments, based on new Harris Poll research with Wondr Health.

• 65% of Americans would be more likely to use a GLP-1 for weight loss if their employer covered at least part of the cost.
• 49% would be more comfortable using a GLP-1 for weight loss if the treatments were more widely accepted by society.
• Men (53%) are more likely than women (45%) to say social acceptance would make them more comfortable using a GLP-1 for weight loss.
• Americans with an annual household income of $100,000 or more (54%) are more likely than those with an annual household income of less than $75,000 (43%) to say societal acceptance would increase their comfort using a GLP-1 for weight loss.

AMERICAN HOME OWNERSHIP DREAM IS DYING

More than half of Americans believe the American dream of owning a home is dead, according to our Harris Poll survey with USA TODAY.

• 51% believe the American Dream of owning a home is history – increasing to 57% for Gen Z.
• 68% of Americans say home ownership feels less like a goal and more like a privilege – higher for Millennials (73%).
• 43% believe that, no matter how hard they work, they won’t be able to afford a home they love.
• 50% of Gen Z homeowners say their house is a money pit.

ONLINE DEGREES MORE CREDIBLE

Online degrees are more credible today than 10 years ago, according to our Harris Poll research with the University of Phoenix.

• 98% of hiring leaders say online degrees are more credible today.
• 85% are more likely to consider candidates with these credentials during the next 10 years.
• Hiring leaders say those with online degrees have improved productivity (63%), faster skill development (62%), improved morale (55%) and more upward mobility (52%).

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

• 1 in 3 Americans With Credit Cards Say They Have Too Many (Harris Poll)
• 78% of Americans don’t feel financially secure — and doing everything right is not enough (Harris Poll)
• Inside America’s $147 billion love affair with pets (Harris Poll)
• 80% of women leaders are shaping AI strategy (Harris Poll)
• Top Pollster Breaks Down Which Party Is Better Positioned Headed Into The Midterms (HarrisX)
• Creative Intelligence: What the Data Says (Left Field Labs)

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:

WORKERS NOT PREPARED FOR THE FUTURE

Half of workers today feel underprepared for the next generation of jobs, according to the 2026 Human Progress Report from The Harris Poll and ets.

• 61% of employees are concerned about their current job being disrupted.
• 49% feel underprepared for the next generation of jobs – highest for rural employees (73%), non-college grads (64%) and Gen X (57%).
• 73% say it is difficult to know what level of AI literacy employers expect.
• 60% feel pressured to adopt AI skills before they are ready.
• 79% are actively developing new skills to future-proof their careers – highest for Millennials (85%) and college grads (83%).
• 67% of workers report experiencing at least one major change in the past 12 months, ranging from shifts in tools and systems to evolving job expectations.

AMERICANS’ MOOD DECLINES

Americans’ perceptions of the country and economy have declined, according to our March Harvard CAPS/Harris Poll.

• 35% say the country is on the right track – down 3 points from February.
• 32% say the economy is on the right track – down from 38% last month.
• 45% say their financial situation is getting worse – up 5 points from last month.
• Inflation (32%) and the economy (30%) remain the nation’s top issues.
• 19% say terrorism is a concern – up 8 points from last month.
• 63% typically vote in the congressional midterms, and 73% are planning to turn out this year.

AI POTENTIAL BEING MISSED

Technology leaders are frustrated at the speed of AI adoption and integration, according to our Harris Poll research with Collibra.

• 88% of technology decision-makers believe organizations are not using AI to its full potential.
• 84% say organizations must increase their AI spend in the next several months.
• 90% support federal requirements for companies to disclose and document high-risk AI systems.
• 87% seek a national cybersecurity strategy.
• See also: Americans feel better about AI in practice than in theory

HIGHER TAXES?

As U.S. tax day approaches, our Harris Poll and Nationwide research looks at the latest investor and advisor trends.  

• 57% of investors believe taxes will rise.
• Only 26% engage in tax management throughout the year – when lowering taxes can have the best impact.
• 85% of financial advisors currently are working with clients to diversify their tax profile.

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

• Seeing around corners: Using emotion to anticipate business risks and opportunities (Ray Day)
• Women’s Risk-Taking Deserves a Bigger Definition (Allison Worldwide)
• Hotel vs. Vacation Rental Preferences: Study Reveals Generational Differences (Harris Poll)
• What makes an exceptional leader? (Harris Poll)
• The grocery landscape: what marketers and media network operators need to know (The People Platform)

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:

STREAMING IS NOW A FAMILY AFFAIR

A family that streams together stays together – including couples who are dating – according to The Stream  2026 study from The Harris Poll and Tubi. 

• 75% of Americans say streaming together as a household represents quality time.
• 52% now travel to friends’ houses specifically for dedicated viewing sessions – up 15% from last year.
• 55% stream for one to three hours at a time.
• 61% say they’re more likely to date someone who’s a fan of the same streamed movies and TV shows – and a third would end a relationship if their preferences are different.
• 67% won’t share their streaming login unless things are serious.
• 71% would rather watch content on demand over scheduled programming.
• Top genres are comedy (70%), action (68%) and crime (66%).
• 84% say watching ads is a fair trade off for free content.

BUDGET TRAVEL? NOT THIS SUMMER

Nealy half of Americans would rather stay home this summer than book budget travel, according to our Harris Poll Research with Nerd Wallet.

• 45% plan to take a summer vacation – at an average cost of $3,940.
• Yet 42% would stay home versus book budget travel this summer.
• Travelers are finding clever ways to save money: 35% will drive versus fly, 33% will prioritize a hotel’s price over amenities, and 32% will use credit card points and air miles.
• At the same time, 48% say travel points and miles programs have become too complicated.
• See also: Demand for Easter staycations soars due to Iran war

LEADERS NOT LEADING

Only a third of employees today rate their leaders as exceptional, and many employees don’t feel valued in the workplace, according to our Harris Poll research with The Grossman Group.

• 30% of U.S. employees rate their senior leaders as exception, 54% good, and 16% say their leaders are “outdated.”
• Employees working for exceptional leaders are more likely to feel valued (+10 points), feel they are reaching their full potential (+8 points) and feel heard (+7 points).
• Exceptional leaders lead with gratitude, listen and empathize, foster an inclusive culture as well as communicate with context.

SPIRITUALITY + ENTERTAINMENT

Viewers want more accurate portrayals of faith in entertainment, according to our HarrisX research with the Faith and Media Initiative. 

• 73% of people globally identify as religious, spiritual or a person of faith (77% in the U.S.).
• 54% of Americans watch TV or movies daily.
• 69% say entertainment perpetuates religious stereotypes.
• 80% say it’s important the entertainment industry improve their portrayals of faith (2 points higher in the U.S.).
• 68% want more diverse perspectives about various faiths.
• 59% say entertainment taught them something they didn’t know about other religions.

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

• If you want a bigger seat at the business table, talk about “what’s next” (Ray Day)
• Networking Isn’t Personal Anymore — With Four in Five Professionals Calling It Transactional (Harris Poll)
• Can Gen Z Save Hollywood? (National Research Group)
• Why Threads Is Having a (Surprising) Second Life (Kettle)

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:

FAILING HIGH SCHOOL GRADES

High school graduates are not realizing the workplace or higher-education success that society promises, according to our Harris Poll research with Agency, Inc. 

• Less than half (48%) of high school grads finish a four-year degree.
• Similarly, only half (49%) have landed full-time employment.
• 19% are still looking for work, and 18% are working part-time.
• Recent grads are more likely to land a job in a shrinking sector than a growing one: 24% in service and customer-facing roles – where AI likely will replace the most jobs – compared with 19% in the growing field of healthcare and caregiving; 16% in skilled trades and labor; 12% in office and professional services; and 12% in STEM jobs.
• How prepared are students after high school? Slightly more than half of recent graduates (53% at public districts, 55% at charter schools) report that their high school did not prepare them for postsecondary education.
• While 70% of graduates from public-district schools report earning good grades, only a quarter say, “high school was academically challenging.”
• 24% of recent high school graduates own their own homes, and 41% live rent-free with family or friends.
• See also: Two thirds of Gen Z rely on self-taught skills to find a job

HEALTH MISINFORMATION CRISIS

Our Harris Poll research with Bayer underscores a growing concern about the impact of health and science misinformation in America.

• 88% of Americans are concerned with false or misleading information about science and health in the media and online.
• 80% blame social media, and 71% blame online content creators for science and health misinformation.
• 83% feel angry when encountering false or misleading information about science and health.
• 82% worry about their family’s wellbeing due to misinformation.
• 51% of young adults rely on social media as their primary source.
• 1 in 5 of young adults distrust doctors and scientists for science and health information.
• 33% believe the U.S. is falling behind in science.

TIRED OF TARIFFS

Americans’ frustration with tariffs continues to grow, based on our Harris Poll survey with The Guardian. 

• 7 in 10 say tariffs have led to higher prices.
• Americans are experiencing the most sticker shock at the grocery store: 57% say tariffs have negatively affected grocery prices.
• 67% say tariffs aren’t the right solution for improving the economy.
• See also: Good Credit Gets a Second Date

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

• Gen Z pulling back from social media, except TikTok (Harris Poll)
• Faith, Storytelling and Its Influence on Modern American Audiences (HarrisX)
• Masculinity and the pressures shaping young men today (National Research Group)
• Data security, privacy and IP are single biggest tech risk factors (Harris Poll)
• While every lab races to erase ‘artificial’ from AI, that’s exactly what brands should be doubling down on (Code and Theory)
• What social media trends reveal about baseball and hockey’s popularity in Canada and the U.S. (The 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:

RIP TIKTOK?

A broken algorithm and inauthentic content are causing Gen Z users to question TikTok, according to our Harris Poll research.

• 79% of Gen Z users say they miss the early days of TikTok.
• Gen Z users trust the platform less (59%) and say it feels more censored (53%) and “more draining” than it did a year ago (43%).
• 63% say they have stopped buying things on TikTok.
• 33% say the algorithm isn’t as personalized or relevant.
• 37% still go there first for entertainment, pop culture and local experiences.
• Meanwhile, YouTube’s popularity is rising: 66% of Gen Z uses YouTube daily (1 point higher than TikTok), and 44% plan to use it more next year.

JOB SEEKERS DON’T KNOW HOW TO NETWORK

People looking for a new job understand the importance of networking, yet they don’t know how to do it, according to our Harris Poll research with Express Employment Professionals.

• 84% of job-seekers and 92% of hiring managers say networking is the key to landing a new role.
• Yet 59% do not know the best places or websites to network within their field.
• Most turn to online platforms (73%) for networking, followed by in-person events (66%), informal social gatherings (65%), cold outreach (62%) and virtual events (59%).
• Men (79%) are heavier users of online platforms than women (67%) for networking.
• 71% report at least one positive outcome of networking, including receiving a referral (39%), securing an interview (36%) and receiving a job offer (32%).
• 44% say they lack the people or soft skills to make networking worth their time – rising to 51% for Gen Z.

AI MAKES ENGLISH ESSENTIAL

81% of employers say more AI tools in the workplace increase the need for English proficiency around the world, according to our Harris Poll and ETS research.

• 92% of employers say English skills are more important today than five years ago.
• 90% say English skills are critical to their organizations’ success.
• 60% say AI can’t compensate for weak English skills.
• 82% agree global collaboration creates more need for English proficiency.
• 78% currently use proficiency assessments during the hiring and screening processes.

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

• AI isn’t going to take your job, but the person who is better at using AI might (Ray Day and PRSA)
• Don’t inherit the playbook. Rewrite it. (Ray Day and American Marketing Association)
• Feeling Financially Behind, Americans Turn To Riskier Bets (Harris Poll)
• 81% of Working Parents Report Fewer Child Care Supports Than Previous Generations (Harris Poll)
• Hardware is the new software (Left Field Labs)

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:

YOUTH SPORTS ARE BREAKING PARENTS’ BANKS

The annual cost of youth sports has reached $2,000, making it unattainable for many families, according to our Harris Poll research with Good Sports.

• 95% of parents say children benefit from playing sports.
• Yet 3 in 4 have considered pulling their children out of sports, with 21% citing the cost of participating as the reason.
• 58% say paying for the required equipment has become a financial stress for their family.
• 18% say they’ve gone into debt to afford kids’ sports.
• 56% worry they won’t be able to enroll their children in sports next year due to rising participation costs.

AMERICANS’ MOOD STAYS MIXED

Americans’ views about the country and economy remain flat – yet healthcare concerns are rising, according to our February Harvard CAPS/Harris Poll.

• 38% say the country is on the right track – level with last month and down from 39% in December.
• 38% say the economy is on the right track – level with last month and up from 36% in December.
• 36% say their financial situation is improving – up 1 point from last month and up 2 points from December.
• Inflation (34%), the economy (28%) and immigration (27%) continue to be the nation’s top issues, with healthcare concerns (27%) rising to the top and increasing 3 points from last month.

HEALTHCARE ACCESS IS DOCTORS’ WORRY, TOO

Despite financial and technological worries, healthcare access remains physicians’ top concern today, according to Harris Poll’s fifth annual Physician Sentiment Survey with athenaInstitute.

• 51% of Americans say they have access to and can afford quality healthcare.
• Yet 52% of physicians say healthcare access is their top concern – up from 38% in 2024.
• Rural healthcare workers (67%) are more likely than urban/suburban (52%) ones to feel constantly burned out and consider leaving medicine (69% for rural doctors versus 51% for urban/suburban).
• 77% hope new technology can improve patient care.
• 48% are considering major operational changes to offset financial burdens.
• 63% say AI is helping to reduce administrative burdens.

YOUTH BETTING EPIDEMIC

With a federal ban for sports betting lifted, young adults are placing bets before the legal age, according to our Harris Poll research with ESPN.

• 33% of 21- to 44-year-olds have placed a sports bet before the legal age.
• Accessibility seems to be a factor, with 90% of sports bets being placed on mobile phones.
• 65% have participated in other gambling before age 21.
• 66% of Americans are concerned about the impact of gambling on young people.

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

• Gen Z job seekers are learning professional skills on social media. Are their sources credible? (Harris Poll)
• Why hiding money can be just as damaging as lying (Harris Poll)
• How Video Streaming Platforms Rewrote the Rules of Podcasting (NRG)
• Perspectives: The modern boardroom isn’t modern at all (Allison)
• Lights, Camera, Packed House: 2025 Cinema Attendance Gains, and What’s Next in 2026 (The People Platform)

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:

IS SELF-TAUGHT GOOD OR BAD ON A RESUME?

Job seekers and hiring managers are split on the benefits of self-taught skills, according to our latest Harris Poll research with Express Employment Professionals.

• 47% of job seekers add self-taught online skills to their resumes.
• 66% of Gen Z is teaching themselves skills online, followed by 50% of Millennials, 35% of Gen X and 20% of Boomers.
• Men (53%) are more likely than women (40%) to include self-taught skills on their resumes.
• 71% of hiring managers say skills learned through online platforms are credible.
• Yet hiring managers prefer formal education (53%) over self-taught learning (18%).
• 24% of job seekers say self-taught skills help them stand out, while 23% say it hurts their employment chances.
• 50% of hiring managers say their company has updated hiring processes to recognize and verify self-taught skills.

RETIREMENT REGRETS

Less than half of recent retirees are on track with their original retirement goals, according to our Harris Poll research with Nationwide.

• 55% of Americans who have retired in the last five years have regrets about how they saved for retirement.
• Only 40% are on track with their original budget and decumulation plan.
• 28% wish they started saving earlier.
• 50% have changed their retirement portfolio due to market turbulence.
• 41% of financial advisors say it’s a challenge for their clients to maintain their desired lifestyle within budget constraints.

IRL FINANCIAL ADVICE

Younger adults want more personalized financial advice than what their parents might have preferred, according to our Harris Poll research.

• 43% of younger Americans plan to switch asset managers from their parent’s current provider.
• 33% say misaligned values is a reason to switch.
• 38% want a collaborative relationship compared with 17% who want a digital relationship.
• Young people want in-person (29%) or phone (24%) communication versus email (19%) or text (7%).

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

• ‘Tis the season for reputation surveys; It’s time for a change (Stagwell / Allison Worldwide)
• C-suite request to communications: Help us see around corners (Allison Worldwide)
• Tinder says Gen Z still believes in true love – they just want a soft launch first (Harris Poll)
• Reflections on The Biggest Month in Sports: A Masterclass in Modern Storytelling (Sloane)
• Chinese Automakers in the U.S. Market (The 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. Among the highlights of our weekly consumer sentiment tracking:

CHILDCARE MORE IMPORTANT THAN RETIREMENT

Childcare has overtaken retirement benefits in the workplace, and most employees believe their employer is falling behind, based on new Harris Poll research with KinderCare.

• 85% of all working parents say childcare benefits should be treated as essential – on par with health and retirement benefits.
• 79% of working parents would be more loyal to their company if their employer supported them better as a parent.
• 1 in 3 employers offers no child care benefits today.
• Parents report missing work (50%), reducing work hours (35%), and experiencing tension with managers (28%) and coworkers (24%) due to a lack of reliable child care.

EMPLOYEES = BEST STORYTELLERS

Consumers trust employees more than any other company communications for storytelling, according to our Harris Poll research.

• 74% say employees are more influential than marketing in shaping a company’s brand.
• 78% say posts from employees are more authentic than posts from official corporate accounts.
• 49% say posts from non-executives feel authentic, compared with 12% of posts from executives.
• Adults are more likely to apply (74%) and support (70%) a company after seeing employee experiences.
• Yet 64% of employees say they’ve rarely or never posted about their current employer, job or industry.
• 36% are not confident they can share honest opinions about their company online without fear of retaliation.

PETS OVER CHILDREN?

The perception that Gen Z and Millennials see pets are less of a financial burden than children is outdated, according to our Harris Poll research with Empower research.

• 42% of Gen Z and Millennials say they prefer pets to children because they view them as less financially burdensome.
• Yet, since 2020, pet care costs have increased more than childcare costs (34.6% higher for pets versus 25.8% higher for children).
• 43% of dog owners are concerned about rising costs of pet care.
• 60% of Gen Z and Millennial pet owners prioritize spending on their pets over themselves.
• 35% of Americans say their pets motivate them to work harder and seek higher pay.

UNSANCTIONED AI

Chief innovation officers are facing the consequences of an AI governance gap, according to our Harris Poll research with Dataitku.

• 89% of CIOs say unfettered AI access will create significant technical debt within organizations.
• 82% say they are creating AI apps and agents faster than IT can govern them.
• Only 25% have full visibility into all agents in production.

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

• Astrology Is The New Career Counselor (Harris Poll)
• Ask these 6 money questions on a first date (Harris Poll)
• Is ‘Design’ Creative? (Instrument)
• Guide to Ramadan 2026 (Assembly)
• The Numbers are Clear: Latest Iteration of Stagwell’s News Advertising Study Shows Germans Love Their News (Stagwell’s Future of News)