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:

$1.2 MILLION WOULD BUY HAPPINESS FOR MOST

Americans are convinced their lives would improve if only they could climb a few rungs on the pay ladder, based on our survey with Empower.

• 59% of Americans believe money can buy happiness – even higher with 67% of Gen Z and 72% of Millennials.
• 71% agree that “having more money would solve most of my problems,” including those with salaries of $200,000 or more.
• Respondents think they need to earn roughly $284,000 each year to achieve happiness (versus the U.S. median household income of $74,000 annually).
• How much wealth would buy happiness? 59% overall say it’s $1.2 million – climbing to $1.7 million for Millennials.
• The majority of Americans define financial happiness as paying bills on time and in full (67%) and living debt-free (65%).
• For 42% of Americans, even $25,000 would boost their financial happiness for six months.

SHOPPERS SPLURGING THIS HOLIDAY SEASON – ON THEMSELVES

With holiday shopping in high gear, younger consumers say they’re willing to splurge, according to our Holiday Shopping Trends report.

• 81% of Gen Z and Millennial shoppers say they’re ready to spend this holiday season, despite 62% saying they’re not financially prepared.
• 44% of Gen Z and Millennials previously went into debt to pay for gifts, and 63% said they tend to be impulsive when holiday shopping.
• Two thirds say they see the holidays as an excuse to indulge in personal gifts and luxury items for themselves. In fact, 46% would rather spend more money on themselves than others.
• 57% of Gen Z and Millennials are allocating a significant portion of their budget to pet gifts, and 10% are willing to spend more than $100 on pets.

POINT-OF-SALE DONATION REQUESTS IRK SHOPPERS

While Americans strongly support charities, most don’t like being asked to donate to charities at the cash register/point of sale, based on research with NerdWallet.

• 67% do not like being asked to donate to charity at the cash register/point of sale.
• Gen Z (84%) is most likely to donate to charity at the register compared with 75% of Millennials, 67% of Gen X and 58% of Boomers.
• 25% say they give at the register because small donations don’t feel as costly.
• 33% who donate at the register say they would not donate to charity at all if they didn’t donate there.
• 13% say they donate to charity at the register because they feel guilty if they don’t, 10% say it’s easier than saying no, and 8% are embarrassed to say no.

COMING UP: ETHISPHERE AND STAGWELL DISCUSS RISK AND REPUTATION

Ethisphere and Stagwell will present new research and answer questions on “Seeing Around Corners: How Business Should Prepare for the Next 12 Months” during a Dec. 13 one-hour free webinar.

• The conversation will include fresh consumer and business data from The Harris Poll on when to speak out and when not to; the role of ESG and Purpose today; the key wedge issues driving the election cycle – and company narratives; and what it takes to build a strong reputation today.
• Register using this link.

ICYMI

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

• Even a joyous holiday season can cause stress for most Americans
• The Economy Is Up But the Middle Class Is Down: Big Take Podcast
• Employee Confidence in Senior Leadership, Culture, and Engagement Soars When Leaders Communicate Effectively About the Middle East Conflict, New Research Finds
• How to track communications ROI
• The Future of Reputation
• How AI Is Shaping the Newsroom of the Future
• The Fifth Industrial Revolution is Emerging. Here Are the Opportunities At Hand

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:

NIGHTMARES ABOUT THE BOSS?

As more hybrid and remote workers return to the office, the toxic boss of the Zoom screen is now appearing in real life, according to our Harris Poll research.

• 71% of workers have had a toxic boss at one point in their careers.
• 31% are currently working with one – dealing with such behaviors as unprofessionalism, credit-stealing and unreasonable expectations.
• 71% of workers say they have anxiety on weekends about returning to work on Monday.
• 53% say they have nightmares about their toxic boss.
• 41% have sought therapy because of a toxic boss.
• 68% of those with a toxic boss have heard the phrase “What I say is final because I am the boss.”
• 66% say they have heard “You’re lucky to have a job in today’s economy.”
• 66% of people with a toxic boss say they’re actively job-hunting – yet most (72%) have to stay in their job for financial reasons, and 65% cannot quit because they would lose their benefits.

SKILLS OVER DEGREES A GROWING TREND

Upskilling is now more important than a college degree for many workers, according to our Harris Poll survey with Bright Horizons.

• 65% say the days of needing a traditional college degree to get a good job are over.
• 77% believe other forms of education like certifications and online courses offer more “bang for your buck” than a traditional college degree.
• 77% of workers say they want to develop new skills or pursue additional education.
• 76% plan to continue building career skills in their free time.
• 48% would prefer to forego the typical education-to-career path, opting to enter the job market in a less advanced job and then receive an employer-sponsored education later.

DEI HIRING STILL A STRUGGLE

Some hiring managers are feeling pressure to meet DEI requirements and still struggling with hidden biases and too-small talent pools, according to our Harris Poll research with Express Employment Professionals.

• Hiring managers say they first prioritize people younger than 30 (70%) and those who identify as female (66%), followed by military veterans (59%) and people with disabilities (53%).
• Less than half prioritize hiring those who identify as LGBTQ+ (48%) and Black, Indigenous and People of Color (BIPOC) (44%).
• 56% of hiring managers say they feel pressured to place DEI hiring requirements above hiring the best candidate.

WHAT WE DON’T WANT FOR THANKSGIVING

Don’t waste your time making three of the most hated Thanksgiving side dishes, according to our Harris Poll survey with Instacart.

• 27% of Americans absolutely hate candied yams.
• 25% dislike green bean casserole.
• 24% dislike cranberry sauce.
• 21% dislike sweet potato casserole.
• What do we like? 44% want white-meat turkey (versus 20% dark meat), 68% prefer canned cranberry sauce to remain in the shape of the can (versus 27% who want it mashed up), and 39% believe adding marshmallows makes sweet-potato dishes taste better.

ICYMI

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

• Should employers take a stand on politics? Workers appear split.
• Why is support for Israel lower among Gen Z and millennials?
• Why Decision Makers Need a Real Conversation about AI
• Harris Poll survey: half of Americans will travel for at least one of the winter holidays. Expect crowds.
• Unwrapping This Year’s Holiday Retail Landscape
• The $5.5 billion loyalty program market is expected to hit $24 billion by 2028
• Sephora builds brand equity through genuine LGBTQ+ support

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:

I’LL BE JUST IN TIME FOR THE HOLIDAYS THIS YEAR

Americans are increasingly waiting until the last minute to complete preparations for the holidays – from Thanksgiving to Christmas, according to our Harris Poll survey with Instacart.

• 85% of Americans are planning to celebrate Thanksgiving this year.
• 38% say it’s likely they will wait until the last minute to complete their food shopping.
• 25% say “just in time” for the Thanksgiving meal is because they’re too busy.
• When it comes to Christmas, 87% of Americans plan to celebrate this year.
• 37% say it’s likely they will wait until the last minute to complete gift shopping.
• 25% say that’s because they dislike gift shopping so much they tend to procrastinate.

FEWER PRESENTS UNDER THIS YEAR’S TREE

The upcoming Black Friday and holiday shopping could look very different this year for consumers, based on another Harris Poll survey with NerdWallet.

• 2023 shoppers say they plan to purchase gifts for fewer people this holiday season (31%) or spend less on gifts per person (30%) compared with past years.
• More than half of 2023 holiday shoppers (56%) won’t be able to buy as many gifts as they’d like due to inflation.
• 74% of holiday shoppers plan to use credit cards to purchase gifts and spend an average of $680 this holiday season.
• Many shoppers still have debt from last year: 52% incurred credit card debt when shopping during the previous holiday season, and 31% still need to pay off balances.

WHAT DO WE LOVE AND HATE ABOUT FLYING?

What do travelers dislike most about air travel? Other passengers, apparently – specifically their behaviors, according to our Harris Poll survey with Fast Company.

• 91% of those who traveled by plane in the past year report feeling satisfied with the experience, with 54% “very satisfied.”
• Yet 62% are frustrated by other passengers.
• Gen X (66%) is the most frustrated by other passengers, followed by Millennials (64%), Gen Z (63%) and Boomers (57%).
• When asked which aspects of flying have improved or declined, the overall experience (47% say it’s improving) and aircraft conditions (44% improving) perform best. At the same time, in-flight amenities (26% say they’re declining), aircraft comfort (22% declining) and flight reliability (21% declining) score lowest.
• When it comes to the environment, a clear generational divide exists: 67% of Gen Z is “concerned” about emissions, compared with 39% of Boomers.
• Delta (26% preferred) is viewed as the best airline overall, based on a separate survey, edging out Southwest Airlines (22%), American (20%) and United (17%).
• Although Delta came out on top overall, Gen Z most prefers United, Gen X prefers Southwest, and Boomers like Delta, Southwest and American equally.

ETHISPHERE AND STAGWELL DISCUSS RISK AND REPUTATION

Ethisphere and Stagwell will present new research and answer questions on “Seeing Around Corners: How Business Should Prepare for the Next 12 Months” during a Dec. 13 one-hour free webinar.

• The conversation will include fresh consumer and business data from The Harris Poll on: when to speak out and when not to; the role of ESG and Purpose today; the key wedge issues driving the election cycle – and company narratives; and what it takes to build a strong reputation today.
• Register using this link.

ICYMI

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

• Mark Penn: The Microtrends Shaping the Consumers of Tomorrow
• National Research Group: How approaching AI accountably can elevate your reputation
• How Will Artificial Intelligence Impact The Travel Industry?
• Employers’ Preferred Hiring Demographics May Face Pressure Against DEI Compliance
• Is Music Starting to Sound The Same?

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 WORRIES HIT MIDDLE CLASS HARD

Middle-class Americans are more worried about the state of the economy than a year ago, according to our Harris Poll research with Bloomberg.

• 61% of middle-class Americans say their personal financial situation is worse or unchanged from a year ago.
• 12% say they are in a “much better” circumstance.
• 63% report that stagnant wages hurt their finances, and 42% say costs are rising faster than their wages.
• Three quarters say they are paying more for goods and services, and two thirds say higher prices for household essentials are hurting them.
• 57% report higher borrowing costs are hurting household finances.

POST-COVID STRESS CAUSING HEALTH ISSUES, ESPECIALLY FOR 35- TO 44-YEAR-OLDS

The long-term stress caused by COVID continues to have a significant impact on well-being – especially for 35- to 44-year-olds suffering with the most significant increase in chronic health conditions since the pandemic – according to the Stress in America survey by the Harris Poll for the American Psychological Association.

• The APA points out that ongoing stress wears on the immune system and increases the risk of digestive issues, heart disease, weight gain and stroke.
• Those ages 35 to 44 report the most significant increase in chronic health conditions after COVID: 58% in 2023 compared with 48% in 2019.
• Adults ages 35 to 44 also experienced the highest increase in mental health diagnoses: 45% in 2023 compared with 31% in 2019.
• People in this age group say money (77% today versus 65% in 2019) and the economy (74% today versus 51% in 2019) are the two factors causing the most significant stress.
• The majority of adults downplay stress, with 67% saying their problems aren’t “bad enough” to be concerned.
• When asked why they don’t seek treatment, top reasons are: belief that therapy doesn’t work (40%); lack of time (39%); and lack of insurance (37%).
• 24% of adults rate their average stress between 8 and 10 on a scale of 1 to 10 (where 1 means little to no stress and 10 means a great deal of stress). This is up from 19% in 2019.
• This increase is mirrored across all age groups except those age 65+: 34% of ages 18 to 34 reported stress between 8 and 10 (up 8 points from 2019); 31% for ages 35 to 44 (up 10 points); 22% for ages 45 to 64 (up 4 percentage points); and 9% for those 65+ (down 1 point).
• Parents of children under the age of 18 who rank average stress between 8 and 10 also saw a significant increase – 33% today versus 24% in 2019.

AI A TURN-OFF TO BOOMERS SEEKING JOBS

Hiring managers are alienating older job applicants with automated HR tools – just as record numbers of retiring Boomers are applying, according to our Harris Poll survey with Indeed.

• 87% of employers say they view automated hiring positively.
• Yet older workers bristle at AI: 71% of those 18 to 35 say using automation makes them feel valued versus only 43% of those 36 and older.
• 55% of younger job seekers say automated hiring processes make a company appear more innovative, yet only 33% of older applicants say the same.
• 49% of job seekers also believe AI tools used in job recruiting are more biased than their human counterparts.

AI VIEWED POSITIVELY FOR HEALTH CARE

While older Americans question AI hiring, many want more digital methods managing their health, according to our Harris Poll survey with Elevance Health.

• 89% of adults 65 and older who have used virtual primary care for a healthcare need have been satisfied with the experience.
• 78% of those 65+ agree that virtual primary care can be a great way to increase access to healthcare for people who are unable to visit a provider in person.
• 40% of those 65+ are likely to use virtual primary care in addition to the care they receive from their current health provider in the next five years.

ICYMI

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

• The Workplace is Becoming More Political as Gen Z Comes of Age
• Over a third of NYC homes for sale get taken off market without finding a buyer
• Views from Stagwell’s Crispin Porter + Bogusky and Code and Theory: As more brands use generative AI to create social content, agencies are changing how they measure its success
• Code and Theory’s Head of Design Transformation On How Businesses Can Get Unstuck in 2024

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 VIEW SLIGHTLY MORE POSITIVE

Americans are slightly more positive on the economy and its outlook versus a month ago, according to our most recent poll with the Center for American Political Studies at Harvard University.

• 33% say the country is on the right track (up from 29% a month ago), and 34% say the economy is on the right track (up from 30% a month ago).
• Still, a third of the country (32%) list price increases and inflation as the country’s top issue, followed by immigration (27%, up 3 points from last month), economy and jobs (24%, down 3 points), guns (18%), crime and drugs (17%), and terrorism/national security (up 5 points).

STRONG VIEWS ON ISRAEL-HAMAS CONFLICT

Americans are watching the Israel-Hamas conflict closely and have strong views – with young people having different views from most others, according to our poll with the Center for American Political Studies at Harvard University (beginning at slide 38).

• 84% of Americans support Israel over Hamas, and 88% believe Israel has a right to respond militarily against Hamas.
• Yet a generational divide is clear: those 65+ side with Israel 95% to 5%, while those ages 18 to 24 are divided, supporting Israel over Hamas 52% to 48%.
• When asked if Hamas killed 1,200 innocent civilians, 32% of college-age Americans said “no,” and 53% of young people believed that Israel, not Hamas, has been ruling Gaza.
• When it comes to the role of business speaking out on the conflict – based on another survey by Stagwell’s National Research Group – 48% said companies should address the issue externally, and 50% said they should focus on their business, instead.
• To help businesses navigate the question of “to speak out or not to speak out” on social and political issues, Stagwell’s Risk and Reputation Unit is conducting off-the-record, in-person briefings for C-suite executives and sharing our latest research. To join one of the forums, send us an e-mail.

AGING AMERICANS FINDING HEALTH CARE UNAFFORDABLE

As inflation continues, many Americans are losing confidence in their ability to afford health expenses, according to Harris Poll research with Nationwide.

• 18% of American adults have postponed health care – such as a medical procedure, physical exam or renewing prescriptions – in the past 12 months to save money.
• 10% say they are considering downgrading their health insurance plan because of high inflation, including 19% of Gen Z.
• Americans are particularly worried about medical surprises: 51% say they could not pay an unexpected $5,000 health care out-of-pocket expense.
• While 26% expect AI advancements in health care to add more than a decade to their lifespan, 59% are not confident in their ability to afford health care costs as they age.

HOME VALUES RISE; ECONOMIC WORRIES DO, TOO

Despite 86% of U.S. homeowners saying their home value increased in the past year, 79% remain as anxious now about the state of the economy as they were last year. That’s according to the second annual Home Equity Punch List survey by The Harris Poll for Finance of America Reverse.

• 61% of homeowners worry about unexpected healthcare costs, up from 48% in 2022.
• 41% feel anxious about their discretionary spending, such as purchasing a new car or taking a trip, up from 32% in 2022.
• 40% feel anxious about their ability to pay off debt, up from 36% in 2022.
• 32% are likely to use a home equity loan, up from 28% in 2022.

RITZ CRACKERS OVER BARBIE FOR GEN Z?

While Barbie’s summer popularity in youth pop culture is clear, an unexpected brand has made even more gains with Gen Z: Ritz Crackers. The Mondelēz-owned brand beats Barbie in the latest Ad Age-Harris Poll Gen Z brand tracker, which ranks brands that made significant progress in gaining attention from Gen Z during the latest quarter.

• The top 10 growing brands for Gen Z: Ritz Crackers (74.1% brand equity for 3Q versus 57.5% in 2Q), Barbie (64.6% versus 50.1%), Dolby (38.8% versus 24.8%), Nature Valley (60.0% versus 46.5%), Pillsbury (58.5% versus 45.8%), Clif Bar (40.6% versus 28.3%), Hennessy (51.4% versus 39.2%), Under Armour (60.1% versus 48.0%), Bacardi (37.3% versus 25.6%) and Firehouse Subs (43.8% versus 32.6%).

ICYMI

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

• New Connection Index suggests Americans closer together than they seem
• C-Suites and Boards More Involved in Tech Decisions Due to Heightened Interest in Gen AI
• More Travelers Are Using Buy Now, Pay Later for Holiday Trips
• Kettle’s CEO Shares the One Thing Brands Need to Anticipate for 2024
• Harris Poll: Chicago is the epicenter of the youth mental health crisis
• Building reputation is an organization-wide, long-term commitment
• Three Quick Things from Advertising Week New York 2023

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:

MOST AMERICANS ARE LIVING PAYCHECK TO PAYCHECK

Two thirds (65%) of Americans often are living paycheck to paycheck, and 30% run out of money at the end of every month. Our Harris Poll survey with Barron’s also shows:

• 78% of Americans earning less than $50,000 a year report they live paycheck to paycheck.
• 51% of Americans who make more than $100,000 a year say they run out of money by month’s end.
• Living paycheck to paycheck isn’t new: 66% of those surveyed in March 2020 said they were spending down their wages.

COVID CASH RESERVES ARE DWINDLING

“Revenge spending” might be a thing of the past, and COVID’s cash reserves are running low, based on insights from our Harris Poll with USA Today.

• 71% of Americans built excess reserves during the pandemic.
• 59% of those savers say they’ve depleted most or all of that money.
• Among that group, 90% have pared back spending or plan to do so, compared with 62% who still have some COVID funds.
• Of those cutting spending, 65% are dining out less, 61% are cutting back on experiences, and 56% are buying fewer discretionary goods.

SPORTS TEAMS MORE IMPORTANT THAN LOVE?

A surprising number of Americans chose their sports teams over love, according to our Harris Poll survey with Vivid Seats.

• 45% of Americans say a romantic relationship is more likely to last if both partners are fans of the same sports team.
• 21% of sports fans say they would break up with a significant other if they refused to root for their favorite team.
• 1 in 10 sports fans would even miss their wedding to see their favorite team play in the playoffs or a championship game in person – and 19% would miss a medical procedure.
• 55% “feel like a different person” when in the heat of the moment at a game.
• 54% will travel hundreds of miles to see their favorite sports team.
• What is a true fan? Most say it is: someone who attends games even when their team is on a long losing streak (66%); someone who stays until the very end even when the event is clearing out (58%); and someone who will sit through an event in the pouring rain/snow to support their team (54%).

TO SPEAK OUT OR NOT TO SPEAK OUT

Companies speaking out on social and political issues continues to be one of the toughest decisions business leaders have to make – especially when most Americans worry about its authenticity, according to Stagwell’s Risk and Reputation Unit.

• 68% say, when companies speak out, it’s a marketing ploy rather than an authentic opinion.
• 59% believe there is more risk than reward in a CEO speaking out today.
• 78% say companies are getting into more controversy as they try to appease both sides.
• What should companies do, according to Stagwell research?: 77% would respect companies more if they were clear about communicating their values when speaking out – even if they disagree with them.
• 77% say companies would have a better reputation if they spoke out only on social issues that relate directly to their business.
• 84% say companies need to have a track record of acting on their values to be taken seriously.
• 80% believe what a company does for society is more important than what it says.
• To help businesses navigate the road ahead, Stagwell’s Risk and Reputation Unit is conducting off-the-record, in-person briefings for C-suite executives seeking intelligence about business risks heading into the 2024 election. To join one of the forums, send us an e-mail.

ICYMI

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

• Roku reveals how streaming habits can make or break your romantic relationships
• The Worst (And Best) States For Healthcare, Ranked
• GALE’s Dan MacGuire: Customer-Centric Retail Evolution: AI and Unified Commerce Take Center Stage
• Code and Theory’s Alison Hess: Substance Abuse Is Up. Marketers Could Be Making It Worse
• PRophet Expands Platform Capabilities, Unveiling New AI-Driven Influencer Marketing and News Monitoring Tools
• Ray Day on What’s Top-of-Mind at PRSA’s ICON 2023

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:

DO YOU LOVE YOUR JOB?

Today, 28% of Americans say they love their job, and 1 in 7 wants to leave within the next 12 months, according to our Harris Poll survey with Yoh.

• 26% of employees would leave their current job in the next 12 months if they received a higher salary and better benefits.
• 14% believe it would benefit their career long-term to leave their current job for a new one.
• 14% believe they will need to look for a job in the next three years to receive the raise they feel they deserve.
• Older employees remain more loyal to their current employer than their younger colleagues: 42% of employees ages 55+ say they love their job and would not leave their company for any reason, while only 19% of employees aged 18-34 say the same.
• College graduates also are more likely to be satisfied with their job and show more loyalty to their company: 24% of employees with a high school degree or less say they love their current job compared with 32% of college graduates.

GEN Z WORRIES OLDER GENERATION IS ‘SUS’

Gen Z has strong opinions, and this group of young people are increasingly becoming activists, according to our Harris Poll research with Rokt.

• 78% of Gen Z say they are not “giving up on society but won’t play by the same rules” as older generations.
• 71% believe older generations are “short-term thinkers exploiting the next gen’s future.”
• 68% say older generations “refuse to step out of the way for younger leaders.”
• 65% of Gen Z believes older generations are not taking responsibility for the world they created.

PERSONALIZING ONLINE HOLIDAY SHOPPING

1 out of 4 of us have shopped online in the past 24 hours – and we’re looking for the experience to be far more personalized as we approach the holiday season, according to our Harris Poll survey with Nogin.

• To compete for attention, free shipping (81%) and discounts (68%) top the list of what inspires online shoppers.
• 20% also report that receiving personalized promotional emails serves as a compelling motivator for making a purchase.
• 17% are swayed by personalized brand recommendations.
• 70% of online shoppers say they make purchases directly through social media ads.
• 78% say high shipping costs would make them likely to abandon an online order, followed by difficult return policies (44%).

LOCAL SOURCES ARE MOST TRUSTED

While America remains skeptical overall, local sources of information today are the most trusted, according to Stagwell’s Risk and Reputation Unit.

• 84% trust friends and family above all other sources of information.
• 65% trust local TV more than national TV news (55%).
• 62% trust local newspapers and news websites more than national newspapers and websites (55%).
• 50% trust local political leaders more than national leaders (41%).
• To help businesses navigate the road ahead, Stagwell’s Risk and Reputation Unit is conducting off-the-record, in-person briefings for C-suite executives seeking intelligence about business risks heading into the 2024 election. To join one of the forums, send us an e-mail.

ICYMI

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

• 9 policies companies should implement to reduce burnout, according to employees
• Does Going ‘Woke’ Mean Going Broke? Inside the Polarized World of Socially Conscious Branding.
• Chicagoans get creative in rethinking dormant office space
• Red Baron engages Gen Z with creative marketing campaigns
• Stagwell Marketing Cloud’s Harris unit launches a new suite of AI-based tools

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 ON STRIKE

As the United Auto Workers and Kaiser Permanente strikes continue – building on historic labor walkouts all summer – our new Harris Poll labor survey finds that Americans overwhelmingly stand behind unions, regardless of politics.

• 63% of Americans say they are very familiar with the UAW strike.
• 83% believe the Big Three automakers should provide greater fairness in auto worker wages.
• 75% say autoworker labor rates need to grow at a similar pace with CEO and executive-level compensation.
• At the same time, 56% feel what the UAW is asking for is unsustainable for the Big Three automakers.
• 47% fear the demands of the UAW will mean that vehicle quality and reliability will suffer
• Overall, 76% support employee unions – including 64% of Republicans, 89% of Democrats and 73% of Independents.
• 65% believe that employees seeking unionization reflects misdoing on the employer.
• 49% take a negative view of companies trying to prevent unionization or when employees strike.

THE NEW DEFINITION OF SUSTAINABILITY

Sustainability and the climate crisis have been among the top headlines of 2023 – with July the hottest month on record and heat waves and natural disasters causing devastation globally. Stagwell’s National Research Group’s The Green Psyche study finds brands no longer can separate people who care about sustainability from those who don’t.

• 48% of consumers in the U.S., UK, Germany and France believe sustainability is one of the biggest global issues today – highest among young people (53% for Gen Z, 49% for Millennials, 46% for Gen X and 45% for Boomers).
• 28% of Gen Z fear it’s already too late to address climate change.
• 60% of Gen Z believe that oil and gas companies knowingly lied to the public about the climate impact of fossil fuels and ought to be punished for it.
• In the U.S., views on sustainability tend to vary across political parties – but not as much across age groups. Today, 26% of Republicans say they care “a lot” about climate change and global warming, compared with 64% of Democrats. At the same time, 64% of U.S. Gen Z members say they care “a lot,” 60% of Boomers, 51% of Millennials and 50% of Gen X.
• Consumers who research sustainability before making purchasing decisions most trust search engines (41%), product reviews (40%) and a product/brand’s website (39%) and least trust social media influencers (17%) and a product/brand’s social media (19%).

BEST REPUTATIONS ARE LEAST POLITICALLY POLARIZING

The companies with the best reputations in America also are viewed as the least politically polarizing, according to Stagwell’s Risk and Reputation Unit.

• Our research shows a direct link between reputation and political neutrality. In fact, 16 of the top 20 companies in our 2023 reputation study have a low Republican-Democrat partisan split. This includes Patagonia, Costco, John Deere, Trader Joe’s, Toyota, Samsung, Amazon, 3M, Sony, Honda, UPS, Subaru, American Express, LG, CVS and HP.
• Conversely, the top 20 companies viewed as most partisan and polarizing rank at the bottom for reputation. They include Fox, Facebook/Meta, TikTok and Twitter/X.
• 82% of Americans say companies are becoming more political than ever.
• 71% are not interested in supporting companies that have become too political, regardless of whether they agree with their stances.
• To help businesses navigate the road ahead, Stagwell’s Risk and Reputation Unit is conducting off-the-record, in-person briefings for C-suite executives seeking intelligence about business risks heading into the 2024 election. To join one of the forums, send us an e-mail.

ICYMI

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

• With AI, there’s a trust gap based on gender, age
• How AI is poised to upend 2024 U.S. election spending
• Code and Theory CCO Amy Carvajal on AI’s ‘limitless’ solutions
• CMO Barbie on how to measure brand awareness
• Men, millennials and Threads users are X app’s biggest supporters

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:

HELP WANTED (ESPECIALLY OLDER APPLICANTS)

Older applicants are answering the help-wanted ads, and businesses are happy about it, according to our Harris Poll survey with Express Employment Professionals.

• 79% of hiring managers report a rising tide of older workers vying for entry-level roles compared to three years ago.
• 60% of hiring managers express a preference for hiring older candidates over younger ones for entry-level positions – highlighting a shift in perceptions about experience and maturity.
• 82% of job seekers prefer full-time employment versus part-time (33%) or contract/freelance (23%).
• 83% of job seekers also believe it’s acceptable to apply for roles for which they are overqualified.

‘VENMO ME’ POPULAR FOR PAYING FRIENDS, YET MANY DON’T TRUST APP SECURITY

80% of Americans are using mobile payment apps – half once a week or more – and they’re leaving $316, on average, in their apps, according to our Harris Poll survey with NerdWallet.

• 50% use a mobile payment app – like Venmo and Zelle – to pay for an online purchase, 37% to pay a friend, 35% to repay a family member and 35% to pay bills.
• Of those who don’t use mobile payment apps, 46% don’t trust the security of the apps, and 60% are content with current payment methods, like cash and credit cards.
• 14% don’t use such them because funds in the apps aren’t federally insured through the Federal Deposit Insurance Corp.
• 10% don’t use them because they know someone who was scammed on a mobile payment app.
• 68% maintain a balance in their apps.
• 32% immediately transfer the money they receive.
• 18% keep $500 or more in their app before transferring it to their bank account.

RAISES HELP – YET NOT ENOUGH, AMERICANS SAY

Average U.S. wage growth is now outpacing price inflation, yet Americans aren’t feeling it, according to our Harris Poll survey with USA Today.

• 52% of employed Americans reported a pay increase during the past year.
• Of those who received a raise, 70% say it has eased financial stress from inflation and allowed them to make additional purchases.
• 18% say the pay increase needs to be bigger, however, to afford additional purchases.
• 78% need to wait for another raise before they will feel fully confident in their financial health going forward.

PRENUP POPULARITY ON THE RISE

50% of U.S. adults are open to signing a prenuptial agreement – up from 42% last year – based on our Harris Poll survey with Axios.

• Today, 20% of married couples have a prenuptial agreement.
• 41% of Gen Z and 47% of Millennials who are engaged or have been married said they entered a prenup.
• The prenup push stems from Americans marrying later in life and often having individual assets – and debt – to consider before marrying. Also, even factoring in the recent wedding boom that pushed the marriage-to-divorce rate down, 40% of marriages today end in divorce nationally.

ICYMI

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

• The Most Valuable Airline Miles Might Surprise You
• 65% of Gen Z and 74% of Millennials say they believe they are starting further behind financially than earlier generations at their age
• CVS Health study shows continuing suicide crisis in the U.S.
• Most Parents Think Teachers Are Fully Prepared to Deliver Science of Reading-Aligned Instruction; Educators Are Less Optimistic
• Harris Poll: Illinois has a ways to go to reach its goal of 1 million EVs on the road
• Mark Penn: Self-regulation is the answer to our AI quandaries

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 REMAINS TOP NATIONAL CONCERN

Inflation is still hitting Americans across the political spectrum, according to our most recent poll with the Center for American Political Studies at Harvard University.

• Americans say inflation is the most important issue facing the country (33%), as well as the most important issue to them personally (39%).
• 75%, including more than 70% from each party, think the Federal Reserve has raised interest rates enough.
• 50% of Democrats and 86% of Republicans believe the U.S. economy remains on the wrong track.
• Half (50%) of Americans say their personal financial situation is getting worse, up from 47% in July.
• While the country remains divided politically, Americans agree on immigration and parental rights: 71% of voters, including 53% of Democrats, think illegal immigration to the U.S. is getting worse.
• 87%, including more than 80% of each party, agree parents have a right to know if their children want to transition their gender.
• Despite being put in the middle of political debates, teachers have strong reputation: 60% of Americans say teachers are mostly trying to help kids get a better education, not push an ideology onto them.

IS THE ECONOMY WORSE THAN THE MEDIA COVERAGE?

Americans don’t trust the government’s economic news – or the media’s reporting of it, according to our Harris Poll survey with The Guardian.

• 65% of Americans believe that the economy is worse than the media makes it out to be – including 49% of Democrats, 82% of Republicans and 66% of Independents.
• At the same time, Americans have an inaccurate understanding about the economy: More Americans (wrongfully) believe the U.S. economy is shrinking (59% say it is shrinking) and that the unemployment rate is nearing a 50-year high (51% believe this).
• 68% of Americans said it’s difficult to be happy about positive economic news when they feel financially squeezed each month (Republicans at 69% and Democrats at 68%).

WEDGE WORDS ARE DIVIDING US

Words matter, and terms like “cancel culture,” “woke” and “ESG” are becoming political lightning rods, according to the latest research from Stagwell’s Risk and Reputation Unit.

• 58% of Americans – including 71% of Republicans and 43% of Democrats – believe the term “ESG” divides people more than it brings them together. “Sustainability” is less polarizing – with 27% believing the term has the potential to divide.
• “DEI” also is a wedge word for 47% of Americans – including 56% of Republicans and 35% of Democrats.
• Wedge words are expected to become more of an issue as the 2024 U.S. election cycle accelerates and political polarization grows.
• To protect reputation from political backlash: 1) know your customer – 44% of Americans view it to be very important to prioritize stakeholders when it comes to social issues; 2) live your values – 44% want a company to live its values in all areas of operations; 3) bring people together – 35% say what’s most important is focusing on unifying social messages and programs; 4) don’t flip-flop – with 35% of Americans saying it’s very important that a company refuses to backtrack on social stances once it takes a position; and 5) back it up – with 30% agreeing that having a proven track record is the best defense against backlash.
• To help businesses navigate the road ahead, Stagwell’s Risk and Reputation Unit is conducting off-the-record, in-person briefings for C-suite executives seeking intelligence about business risks heading into the 2024 election. To join one of the forums, send us an e-mail.

TRUST IN AI ERODES FURTHER

Public trust in AI continues to decline, based on our latest Harris Poll survey with MITRE.

• 39% of U.S. adults indicate that they believe today’s AI technologies are safe and secure, down 9 points from our last MITRE survey in November.
• Overall, Americans are more concerned than excited about the technology: While 51% of men, 57% of Gen Z and 62% of Millennials say they are more excited than concerned, only 40% of women, 42% of Gen X, and 30% of Boomers agree.
• Gen Z (54%) and Millennials (58%) are willing to use AI to perform everyday tasks, yet a much lower percentage of Gen X (39%) and Boomers (30%) are willing to do so.
• This gap widens with applications like AI in cars: 51% of Gen Z and Millennials are comfortable with autonomous rideshare vehicles, compared with 32% of Gen X and 20% of Boomers.
• 80% worry about AI being used for cyber-attacks, 78% worry about it being used for identity theft, and 74% worry about it being used to create deceptive political ads.
• Only 46% believe AI technologies are ready for use in mission-critical applications for defense and national security, down 8% from November 2022.
• All Americans – even younger adults – support more AI safeguards assurance and regulation: 78% of Gen Z and 82% of Millennials support regulation, along with 86% of Gen X and 90% of Boomers.
• Also:
  • Only 35% of Adults are Comfortable with Integrating AI Tools into Their Work or School Due to Concerns About Its Accuracy
  • How Gen Z envisions AI improving e-commerce

TWITTER BY ANY OTHER NAME

The Twitter name is hard to change in the minds of users, according to our Harris Poll survey with Ad Age.

• 79% of X users know about the rebrand, yet 69% still refer to the platform as Twitter and posts as “tweets.”
• 49% say that X’s content is “more negative now than before Elon Musk’s acquisition.”
• Still, for those users on both X and Threads, 69% prefer X.

ICYMI

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

• Trust in Government Institutions Declines
• Stagwell’s Assembly: 2024 election cycle will be the most expensive in history
• Nearly Half of All Young Adults Live With Mom and Dad — and They Like It
• Nine of 10 Companies Face Problems with Payment Operations, 39% Still Manual
• Bill Knapp, Partner at SKDK, on 40+ Years as an Admaker