By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

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

SOFT SKILLS RULE IN AI ERA

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

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

BACK-TO-SCHOOL BUDGETS TIGHTEN

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

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

SMALL BUSINESSES ON CYBER ALERT

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

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

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

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

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

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

PUTTING LIFE ON HOLD

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

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

AI SKEPTICISM AT SCHOOL

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

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

WORKERS WANT A WAY UP

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

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

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

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

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

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

GEN Z IS SKIPPING THE WEEKEND

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

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

INVESTORS ARE ANXIOUS YET STILL BUYING

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

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

HIDDEN FEES KILL VACATION RENTALS

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

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

AI ROI RECKONING

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

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

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

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

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

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

STOCK MARKET HAS A REPUTATION PROBLEM

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

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

AI’S MONEY ADVICE COMES WITH RISK

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

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

BUY NOW, PAY LATER

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

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

A BOOM AT THE BOX OFFICE

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

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

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

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

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

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

THE CO$T OF A SECOND DATE

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

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

A COUNTRY UNDER PRESSURE, NOT OUT OF HOPE

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

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

PETS ARE THE NEW KIDS

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

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

EMPLOYEES ARE BEATING ENTERPRISES TO AI

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

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

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

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

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

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

AMERICANS’ FINANCIAL CRISIS WORSENS

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

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

MANY STILL ONLY USE AI FOR SEARCH

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

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

SHOPPERS WANT AI SUPPORT, NOT CONTROL

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

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

BAD OFFICE DESIGN KEEPS EMPLOYEES AWAY

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

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

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

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

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

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

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)