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:

WORLD CUP CONVERTING U.S. FANS

Half of Americans are watching the 2026 FIFA Men’s World Cup, with 1 in 4 saying they only recently started following soccer. The newfound interest is because of this summer’s tournament, our Harris Poll research finds.

• 27% of Americans say they are more interested in soccer today than a year ago.
• 26% self-identify as growing soccer fans because of the World Cup.
• 52% say hosting major events in North America is making Americans bigger fans.
• Millennials (62%), Hispanic Americans (63%) and hybrid workers (66%) are driving the soccer fandom surge.
• Gen Z’s new interest in the sport is being driven by social media – cited by 70% of new Gen Z fans, compared to 55% overall.
• Soccer’s rise isn’t temporary: 39% of Americans already are interested in the 2027 FIFA Women’s World Cup in Brazil.

PATIENTS TRUST DOCTORS MORE THAN INFLUENCERS

Consumers are increasingly turning to emerging media for healthcare information, yet trust still rests with medical professionals, according to new research from The Harris Poll and Syneos Health.

• People receive healthcare news from influencers more than healthcare providers (HCPs) – but 84% trust HCPs compared with 49% who trust influencers.
• 61% of consumers prefer healthcare news that uses “common sense” over data science.
• 99% of primary care providers (PCPs) say patients bring information from emerging media sources into appointments.
• 76% of PCP’s say they spend more time correcting misinformation, while 69% spend more time explaining care.
• Two thirds of PCP’s say emerging media decreases a patient’s willingness to follow recommendations.
• 77% of HCP’s say they are already seeing patients’ health suffer because they followed advice from emerging media over medical experts.

CORPORATE REPUTATION PAYS

Companies with excellent reputations earn a clear advantage across purchase, advocacy and community support, according to the Trust-Relevance Matrix research from The Harris Poll and HarrisQuest.

• 79% would purchase products or services from companies with excellent reputations, versus 70% for companies with good reputations.
• 7 in 10 would recommend a company with an excellent reputation as a good place to work, compared with 58% for companies with good reputations.
• 84% would welcome expansion in their community from companies with excellent reputations, versus 71% for companies with good reputations.
• 78% would give a company with an excellent reputation the benefit of the doubt, compared with 68% for companies with good reputations.
• 82% of Americans say companies need a proven track record of acting on their values before they will take them seriously.
• Traditional trust signals – longevity, product quality, familiarity – carry less weight with Gen Z.
• When asked what they want companies to engage on, Gen Z ranks mental health second only to economic stability – a priority that barely registers for older generations.

AI ADS NOT CUTTING IT WITH CONSUMERS

Global consumers are turned off by AI in advertising, saying it makes brands feel less authentic and less trustworthy, based on a new survey from The Harris Poll, Infillion and 4As.

• More than two-thirds of global consumers view AI as largely a “marketing ploy.”
• 63% say they would be less likely to purchase from a brand that uses AI-generated ads
• 73% say they would be less likely to trust an ad they suspected was made using AI.
• 54% of consumers say hearing so much about AI is “starting to annoy them.”
• Ad industry adoption is moving faster than consumer comfort, with more than half of professionals already using AI for idea generation and concepting.
• See also: How Artificial Intelligence became corporate America’s new reputation fault line

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

• Creativity can be communicators’ secret sauce (Ray Day and The Holmes Report)
• 6 PR leaders unpack key trends from Cannes Lions 2026 (Ray Day and PR Week)
• Monthly beer consumption among craft drinkers reached 85%, its highest number since 2020 (Harris Poll)
• How the on-the-go video network, Gas Station TV (GSTV), is redefining the attention economy (The Marketing Cloud)
• Megan Rapinoe shares her women’s sports prediction with the Allison Sports Report (Allison)

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:

PARENTS ARE STILL PAYING THE BILLS

Many Americans still depend on family support, and 1 in 5 doubt they ever will become financially independent, according to the 2026 Planning & Progress Study by Harris Poll and Northwestern Mutual. 

• 42% of U.S. adults still rely on previous generations for financial support.
• Reliance is especially high among younger adults, with more than half of Millennials and about 1 in 4 Gen Zers reporting it.
• On average, Americans say they have achieved or expect to achieve financial independence at age 37.
• Fewer than 1 in 3 Americans plan to leave an inheritance behind. Among those who do expect to leave one, the average inheritance is below $50,000.
• See also: Young Americans say parenthood now feels like a choice between family and financial security

HALF WATCHING THE WORLD CUP

Half of Americans plan to watch at least one World Cup match on TV, streaming or social media during the next several weeks, according to our Harris Poll research.

• 52% say hosting major international sporting events in North America is making them more interested in sports they would not normally follow.
• 51% say they have noticed brands sponsoring or advertising around the World Cup.
• 50% hope their favorite brands are involved with the tournament in some way.
• See also: How “beyond the broadcast” engagement strengthens sports fandom
• See also: America’s Surge in Soccer Fandom

MEN ARE GOING FOR A GLOW-UP

Men’s grooming routines have become the next frontier in beauty, as more men view skincare as part of their overall wellness journey, based on our Harris Poll data.

• Nearly a fifth of men (18%) say beauty/skincare spending would be the hardest to cut back this summer.
• Half of Gen Z and Millennials (48%) would still buy a favorite skincare product even with a price tag of $100.
• With an annual estimated 8% growth, forecasts predict men’s skincare will hit $16 billion by 2032 and men’s grooming products as a whole $276 billion by 2030.

SUMMER JOB GHOSTING SEASON

Job applications have a new worry this summer: In addition to a rising number of job seekers who say they never hear back from applications, a growing trend is a “ghost position” – an online listing from companies with no immediate intention to fill it or for a job that does not exist at all, based on our Harris Poll and other research.

• 53% of applicants assume they will not receive any response from a company after applying.
• Up to one third of all job postings are assumed to be fake.
• Ghost postings are said to be phantom listings to collect resumes in reserve, create an illusion to their workforce that help is on the way and even portray an appearance of company growth.
• Several lawmakers are pushing for legislation to crack down on phantom postings.
• See also: 4 in 5 believe careers in creative fields are undervalued

LGBTQ+ SEE BRANDS PULLING BACK

LGBTQ+ consumers are paying close attention to whether brands stand by their values when support gets tested, according to new Inclusive Insights research from Harris Poll.

• 81% of LGBTQ+ consumers say brands have pulled back support in the last two years.
• 84%  lose trust in brands that back away from causes or communities.
• 89% of LGBTQ+ consumers say they trust brands more when support is consistent over time.
• 90% say brands should treat LGBTQ+ consumers as a valuable audience, not just a social issue.

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

• Sport Beach reveals final athlete line-up and schedule for Cannes Lions 2026 (Stagwell)
• Crypto becomes hot-button election issue (Harris Poll)
• Unreliable childcare is a mental health issue (Harris Poll)
• Summer is the season that breaks working parents (Harris Poll)
• How should you meaningfully incorporate AI into your daily workflow? (Allison and Ray Day)
• Jamie Dowd named Allison’s new Global President, Health + Wellness (Allison)

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:

TRAVELERS ARE GOING SOLO THIS SUMMER

As summer vacation season ramps up, expect to see more of us flying and traveling solo, based on our Harris Poll research with Mastercard.

• 39% of international travelers already have flown solo on a trip.
• 20% of all travelers say their last trip was alone.
• 35% say they are considering a solo trip in the future.
• January 2026 had 1.6 million online searches for “solo travel” – jumping 230% during the last decade.
• Going solo doesn’t mean going alone: 7 in 10 international leisure travelers are interested in solo experiences designed to connect them with like-minded people.
• Solo travelers also skew more adventurous: 84% express interest in off-the-beaten-path or emerging destinations, compared with 78% of those traveling with others.
• THE NEW BUSINESS TRIP: 81% of business travelers have extended an international business trip for non-work purposes.
• GEN ALPHA CALLS THE SHOTS: 76% of parents of Gen Alpha kids (children born between 2010 and 2024) say their children have significant input on international destination choices, compared with 59% of parents of other generations.
  

TRAVELERS WANT ONE-STOP BOOKING

Global travelers increasingly want to plan more of their trips in one place, driven by both convenience and savings, based on a new Harris Poll survey with Expedia Group.

• 77% of travelers say they are at least somewhat likely to book more than one part of their next trip on the same platform.
• Younger travelers are especially aligned with this, with 83% of Gen Z travelers likely to book multiple trip elements on one platform.
• Cost is a major driver: 81% would be at least somewhat likely to bundle trip elements if it meant additional savings.
• Travel demand is becoming more experiential: 55% saying authentic, immersive travel is more important today than it was five years ago.
• 69% say having a rental car helps them experience destinations like a local.

ECONOMIC ANXIETY RISES

Americans are growing more worried about inflation, their own finances and the long-term impact of global instability on everyday costs, according to our May Harvard CAPS/Harris Poll.

• 56% say the country is on the wrong track, up from 53% the prior month.
• 59% say the economy is on the wrong track, up from 57% the prior month.
• 47% say their personal financial situation is worsening, up 5 points from the prior month.
• Inflation and the economy remain Americans’ top concerns, while concerns about the national debt and federal budget deficits rose 4 points.
• Price hikes are highly visible: 88% have noticed an increase in the price of gasoline, and 85% have noticed grocery and food prices rising.
• 53% say war and geopolitical conflicts are the biggest reason for higher gas prices.

PRIMARY CARE IS VALUED YET OUT OF REACH

Americans overwhelmingly believe in the importance of having a primary care doctor, even as many struggle to access one when they need care, according to new research from The Harris Poll and HealthDay.

• 89% of Americans say it is important to have an ongoing relationship with a primary care doctor who oversees their medical care.
• 84%  say they have a primary care doctor, yet 58% report being unable to access care when needed because of appointment shortages or long wait times.
• Among the 15% of Americans without a family doctor, 45% say they have experienced direct negative health impacts. Specifically, 15% were unable to get a diagnosis, and 14% ended up in the ER due to an untreated illness or injury.
• For those without a family doctor, urgent care (40%) is the top fallback when medical help is needed, followed by the ER (26%).
• Family doctors remain the most trusted first stop for medical questions, with 28% saying they turn there first, ahead of internet search engines (21%) and friends/family (14%).
• Access barriers remain significant: 38% say it’s hard to find a doctor they like, 36% say doctors aren’t taking new patients, 36% say insurance won’t cover the doctor they want, and 25% say there simply aren’t enough primary care providers.

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

• Most Dogs Aren’t Getting Enough Walks (Harris Poll)
• Consumers Can See Through Your AI Marketing Slop (Harris Poll)
• Teams, not players, still drive engagement engines in sports (National Research Group)
• Nearly half of Americans with auto insurance and homeowners insurance are stressed about their premium costs (Harris Poll)
• Three Quarters of Americans Want ‘On/Off’ Switch for AI Surveillance (Harris Poll)
• Join Anthropic and Google DeepMind for PRSA’s next AI Pulse webinar (Ray Day and PRSA)
  

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:

WHAT HELPS AND HURTS JOB INTERVIEWS

Candidates point to references as the leading job-interview advantage, while tardiness remains the biggest dealbreaker, according to new research from The Harris Poll and Express Employment Professionals. 

• Top signals that help job candidates stand out include references who can vouch for qualifications (45%), showing passion for the role (42%) and having a personal referral from someone at the company (40%).
• 38% of job seekers say they try to stand out by having a resume optimized for applicant tracking systems and search engine optimization.
• 36% say they keep the resume concise, while one third look to show creativity.
• Job seekers say clear dealbreakers that can kill an opportunity include being late to an interview (54%), being rude during an interview (53%) and dressing unprofessionally (51%).
• Other red flags: Using unprofessional body language during an interview (49%); having multiple jobs in a short period of time (42%); being uninformed about the position during an interview (41%); having large, unexplained gaps between work experiences (38%); being uninformed about the company during an interview (36%); not asking questions during an interview (32%), and having few or no references (31%).
• While being dishonest is never recommended, 22% say they have listed skills on their resume that they did not have. This is most common among Millennials (27%).
• See also: 6 in 10 Workers Say They Have a Toxic Boss

AI-POWERED SMALL BUSINESSES LEAD THE PACK

Small, service-based businesses that adopt AI outearn their peers, based on a new Harris Poll study with Honeybook.

• Small businesses using AI earn five times, or $400,000, more per year than those that don’t.
• Customers walk away from small businesses for non-AI reasons: 36% say businesses are hard to reach, 32% cite lack of professionalism and 30% cite inconsistent quality.
• Meanwhile, customer decisions are most influenced by consistency (51%) and availability when needed (42%).
• 49% of customers expect small businesses to use AI-powered tools to improve quality during the next five years.
• 46% expect AI to accelerate turnaround times.
• See also: Agentic AI is your personal and budget-friendly travel agent

MILLENNIALS ACCELERATE GIVING

Millennials are now the most generous and engaged donor segment, according to the 2026 Giving Signals Report from The Harris Poll and Bloomerang.

• Three fourths of Millennials plan to give more this year, compared with 49% of Gen X and 36% of Baby Boomers.
• 80% of Millennials plan to give to at least one new nonprofit.
• While most donors (97%) say caring about their community motivates them to give, only 68% cite having money to give as a motivator.
• 94% of donors say they’re motivated to give when an organization tells them exactly where their money will go. 

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

•  The Sport Beach lineup at Cannes is heating up (Stagwell)

• More Americans are putting trust in sportsbooks and prediction markets (Harris Poll)

• Join Allison at the Axios AI Summit in NYC Next Week (Allison)

• Why ‘Just Ask AI’ Isn’t a Research Strategy (Code and Theory)

• Three in four people with bladder cancer say they hide the emotional impact of the disease (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:

U.S. CORPORATE REPUTATION IMPROVES

U.S. companies with the biggest reputation gains are those previously caught up in culture wars and consumer backlash, based on the seventh annual Axios Harris Poll 100.

• More than half of the 100 most visible U.S. companies have improved reputations this year.
• Back at the top for the first time since 2021 is the online pet brand Chewy.
• Most improved this year are UnitedHealth Group (up 7.6 points), Tesla (up 5.9), Southwest Airlines (up 5.5), SpaceX (up 5.3), Wells Fargo (up 4.8), Anheuser-Busch InBev (up 4.5), Shein (up 4.5), Meta (up 4.1), Airbnb (up 3.6) and Boeing (up 3.5).
• Top decliners include UPS (down 3.5 points), Microsoft (down 2.8), BP (down 2.8) and Temu (down 2.5).
• Americans’ top-ranked brands often are associated with wellness and optimism and perceived as more politically neutral. Top wellness brands include Alo Yoga (#7) and Athletic Brewing (#8).
• The top-ranked auto brands include Toyota Motor Corporation (#2), which is up from #4 last year, and Honda Motor Company (#6), up 7 spots.
• Major media companies and social platforms (including Fox, Comcast, TikTok, X and Meta) drew relatively unfavorable sentiment overall.
• Eli Lilly is the top-ranked pharmaceutical company (#13) and is now more associated with GLP-1 weight-loss drugs than with its COVID treatments.
• See also: Axios Harris Poll 100 shows shift toward politically neutral brands

2 IN 3 PREDICT A RECESSION

Today, 66% of Americans believe the U.S. economy will enter a recession in the next 12 months – up from 59% in February – based on our Harris Poll monthly Consumer Financial Resilience Index with NerdWallet.

• 75% of middle earners (with household incomes from $50,000 to $74,900) are most likely to see a recession – compared with 67% of those making less than $50,000, 61% of those in the $75,000-$99,900 range and 64% of those with household incomes of $100,000 or more.
• 37% will rely on credit to manage at least some of their expenses this month.
• 63% have enough cash on hand to cover an unexpected $1,000 expense, should one arise this month.

HOPE IS TODAY’S CURE

In a polarized country, hope is one of the few values Americans still share, according to new research from The Harris Poll and St. Jude.

• 96% have taken at least one deliberate action in the past year to cultivate hope.
• 68% feel hopeful about their own future and that of their friends and family.
• 84% say nonprofit organizations give them hope, and 77% are more likely to support organizations that inspire hope.
• 72% report that giving more frequently helps them feel they are making a difference.

HISPANIC VOTERS UNDECIDED

Economic pressures, culturally authentic outreach and AI‑related job fears will factor into U.S. voting decisions this year, according to a new poll from Harris Poll and TelevisaUnivision.

• 52% of Hispanic registered voters in 17 battleground congressional districts say they are undecided or open to changing their vote – making this group pivotal in tight races.
• 70% say candidate appearances on Spanish‑language media signal that Hispanic voters matter, 59% say it makes them feel a candidate cares, and 44% say communicating key issues in Spanish is important.
• Nine in 10 report cost of living as their top issue, and 80% are supporting family members outside their home.
• 53% will back the candidate who best understands what they’re going through, which is more important than party or policy details.

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

• The modern traveler has a new itinerary: Smarter, bolder, more personal than ever (Harris Poll and Mastercard)
• 80% of Americans want AI workforce programs now — and Washington hasn’t delivered (Harris Poll)
• Four in five employers say entry-level roles demand more skills than ever before (Harris Poll)
• Gen Z not boycotting U.S. travel, except for these two reasons (Harris Poll)
• Weekly viewership amongst streamers is higher for those who watch news and sports (HarrisX)
• What’s next for the auto industry? (Allison and 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:

AI IS #2 CAR-BUYING INFLUENCER

AI ranks second in car-buying purchase influence today, behind only visiting a dealership or taking a test drive, based on new HarrisX research released this week at the Financial Times Future of the Car Summit.

• 1 in 3 consumers used AI tools, such as ChatGPT or Gemini, during their most recent vehicle purchase.
• Top reasons for AI: to evaluate value for money (36%), compare vehicles (36%), and build confidence in decisions (32%).
• Only 38% of buyers today say country of origin matters when choosing their next vehicle brand.
• 28% say they would switch to a competing brand if it were 10–20% cheaper.
• Consumers are far more attached to vehicle type than to the brand itself: If a chosen vehicle became unavailable, only 14% would stay within the same brand but switch to a different model.
• 44% say unexpected costs or pricing changes would make them abandon a brand, the single highest switching trigger.
• Poor dealer experience (33%) ranks second.
• See also: Rising Auto Prices, Rising Expectations

CRYPTO GAINS AGAIN

One in four Americans now hold crypto, with adoption broadening by age, gender and industry, according to Harris Poll’s second annual State of Crypto Holders report with the National Cryptocurrency Association.

•  More than 67 million Americans – or one in four – now own cryptocurrency, an increase of about 12 million from 2025.
• Female ownership is rising quickly – up 10% year‑over‑year – and 28% of crypto holders are age 55 or older.
• New buyers differ from early adopters: 42% of recent crypto purchasers are women (versus 34% earlier); 18% are ages 18–24 (up from 11%); and new holders are also less likely to have traditional 9-to-5 jobs.
• Construction and manufacturing workers make up 21% of holders – just behind the combined share of tech and financial‑services employees.
• The South has more crypto holders than any other U.S. region.
• 41% of holders send crypto to friends and family, and 40% use crypto to shop and pay.
• 69% of holders trust crypto, compared with 65% who trust traditional banking.
• Nearly one in three holders cite integration with trusted platforms (PayPal, Visa, banks) as the most positive change in how they view crypto.

MOST EXPECT CONTAINMENT OF HANTAVIRUS

Public‑health agencies inspire more confidence than politicians when it comes to the ability to handle another pandemic, according to new HarrisX research.

• 66% of Americans think the hantavirus will be contained and that there won’t be a widespread outbreak.
• 61% are confident in the CDC’s ability to handle a pandemic, 59% in the NIH, 58% in HHS, and 57% in state and local authorities.

MATERNAL MENTAL HEALTH MISUNDERSTOOD

Moms face wide misconceptions, patchy follow‑up and stark disparities in care – leaving many without the support they need, according to new Harris Poll research.

• One third of women believe postpartum depression always appears soon after birth – higher among Hispanic (39%) and Black (44%) women versus white women (28%), despite PPD being possible at any point during the first postpartum year.
• 51% of women are unaware that PPD typically does not resolve without intervention.
• 36% of women who are/have been pregnant report a mental‑health diagnosis during their pregnancy journey. Rates are higher rates among Hispanic (51%) and Black (43%) respondents.
• 86% say more postpartum follow-up should be standard care (44% strongly agree), signaling broad public support for moving beyond a single six-week checkup.
• 56% experienced postpartum mental‑health issues, and 52% say they got subpar or no support from providers.
• 59% believe health insurers should always fully cover pregnancy/postpartum mental‑health counseling.

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

• AI presents a legal wake-up call for communicators (Ray Day)
• What happens when AI gets good at strategy (Code and Theory)
• Toxic Bosses Are Growing In Lockstep with AI (Harris Poll)
• Gen Z not boycotting U.S. travel, except for these two reasons (Harris Poll)
• PR agencies are evolving from simply adopting AI tools to redesigning workflows (Katie Huang Shin)
• American Marketing Association keynote: Moving from reactive marketing and communications to true predictive strategy and execution (Ray Day)

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 RESHAPES PARENTING

Parents are rethinking how AI will affect their children’s future careers, according to our Harris Poll research with Intuit Credit Karma.

• 86% of parents agree a different playbook is needed to prepare their children for the future.
• 76% are worried the rules for success will have changed by the time their child enters the workforce.
• 81% say AI has changed the way they think about their child’s future career.
• 69% say thinking about their child’s future career feels more stressful than it used to.
• 89% already have made changes to how they are preparing their child for the future as a result of AI, including encouraging their children to explore subjects like STEM, robotics and math (41%).
• 28% are actively teaching their kids how to use and understand AI tools.
• On the positive side, 75% believe AI will open up career opportunities.

AMERICANS’ COST-OF-LIVING CONCERNS PERSIST

Widespread price increases and worry about household finances remain prominent concerns among Americans, based on our April Harvard CAPS/Harris Poll.

• 37% say the country is on the right track – up 2 points from March yet 5 points lower than January 2025.
• 34% say the economy is on the right track – up 2 points from March, yet 4 points lower than January 2025.
• Yet 84% noticed higher grocery/food costs.
• 85% worry that higher gas prices will further raise overall living costs.
• Inflation, the economy and health care remain the nation’s top issues, with 20% now citing the U.S.-Iran conflict as a top concern, too.
• Looking ahead to November, 71% of voters say they are planning to vote in the Congressional midterm elections.

CONSUMERS AREN’T JUST OPEN TO AI IN FINANCE; THEY EXPECT IT

People now see AI as a baseline feature in financial services, but demand empowerment and accountability, according to our Harris Poll–Plaid Spring 2026 State of Intelligent Finance report.

• 55% of Americans say they have used AI for financial tasks in the past 12 months.
• 86% of those users say AI helps them better understand their finances.
• Half say managing money without AI will soon feel outdated – rising to 54% among Gen Z and Millennials.
• 75% say it’s important to know when AI is being used in financial decisions.
• 80% believe companies should reimburse customers for AI-driven mistakes.

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

• Why Employee Turnover Is A Bigger Business Risk In 2026 (Harris Poll)
• The EV Credibility Problem Just Got Harder to Ignore (Harris Poll)
• Allison’s Marcel Goldstien speaks about AI for small and medium businesses. (The Marketing Cloud / Allison)
• Headed to Cannes Lions International Festival of Creativity? SPORT BEACH is officially open for registration. (Stagwell)
• Allison Global CEO Wendy Lund chaired Fierce Pharma’s Engage in San Diego, where industry leaders came together to tackle what’s next for healthcare communications. (Allison)

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)