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:

GEN Z SAVING FOR A CAR, MILLENIALS FOR A VACATION

Saving money in 2026 differs widely depending on age group, based on our Harris Poll research with the American Institute of CPAs.

• 92% of Americans say they have financial goals for 2026.
• Gen Z is saving for a car (41%), a home (36%) or investing (39%).
• Millennials are saving for a vacation (36%), paying down debt (35%) or investing (35%).
• 46% of Gen X is saving for retirement.
• 33% of Boomers are paying down debt or investing.
• 52% of Millennials and 50% of Gen Z feel that 2026 will be financially better for them than 2025, compared to 42% of Gen X and only 29% of Boomers.
• Rising cost of living is stopping all generations from hitting their financial goals, including 59% of Boomers, 53% of Gen X, 44% of Millennials and 40% of Gen Z.

OPTING OUT OF THE ECONOMY

41% of Americans are “opting out” of the economy this year, and Gen Z is leading the charge, according to our Harris Poll research.

• 52% of Gen Z say they are finding ways to stop spending, compared with 48% of Millennials, 37% of Gen X and 29% of Boomers.
• 56% of Gen Z women and 49% of Gen Z men have no interest in supporting the economy this year – up 10 and 21 points respectively from last year.
• Reasons for opting out include protecting finances by cutting spending (31%), needing a mental health break from economic and business cultures (29%) and not wanting to support the current administration (28%).
• 41% of Gen Z say they don’t shop at their favorite store anymore because of their politics.
• Americans earning more than $100,000 are following suit: 49% of are shifting spending to align with their morals, and 40% are actively finding ways to disengage from the economy.

DISSING DATING APPS

Modern dating culture is evolving from app-led to more romantic and organic connections, according to Harris Poll’s Modern Dating Survey.

• 56% say app meetups are cringe compared, while 80% who meeting someone in real life is cute or cool.
• 72% say apps make dating feel more transactional than romantic.
• 75% say they want more curated ways to meet people than dating apps offer.
• 57% meet partners through friends, work or organically, compared with 24% who meet online.
• 75% say AI has made dating interactions harder to trust.
• See also: Valentine’s Day not just for romance any more
• See also: Highly attractive partners have ‘financial stability’–but these 4 money red flags doom a relationship

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• PR’s New Influence: Shaping What AI Says
• The Era of Predictive Products Is Already Here
• Homecoming for Health at the Super Bowl
• The Moltbook Moment: A Turning Point for Communications
• The Death of Software? Forget It.

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:

WORRIED ABOUT AI TAKING YOUR JOB? CHANGE YOUR COLLAR COLOR

3 in 4 Americans today believe blue-collar jobs are more likely to be AI-proof, based on our Harris Poll research with the Business for Good Foundation.

• 76% believe jobs relying on hands-on or trade skills are less likely to be replaced by AI than other types of work.
• 80% say more people today are choosing trade skills training and certification programs over a traditional four-year college degree.
• 78% say the stigma around trade and blue-collar work is declining.
• 75% say that what they consider a “good job” today is very different from five years ago.
• See also: Americans are rethinking college in the search for economic mobility

AMERICANS’ MOOD STAYS MIXED

Americans have not changed their view of how the country is trending, yet they are slightly more upbeat about the economy, according to our January Harvard CAPS/Harris Poll.

• 38% say the country is on the right track – compared with 39% in December and 35% in September.
• 38% say the economy is on the right track – up 2 points from December.
• 35% say their financial situation is improving – up 2 points from December.
• Inflation (33%) is the top issue, followed by immigration (29%, up 3 points).
• 55% disapprove of how immigration enforcement agencies like ICE and Border Patrol (CBP) are enforcing laws in U.S. cities.
• 57% say ICE and CBP have gone too far.
• See also: Trump Approval Drops with 57% Saying ICE And CBP Have Gone too Far

DATING DEALBREAKER$

Financial dishonesty is a dating dealbreaker for Americans, according to our Harris Poll survey with NerdWallet. 

• 54% say a partner lying about his or her financial situation is a dealbreaker.
• Other dealbreakers: asking to borrow money (46%), expecting you to pay for dates (38%), not investing for the future (31%) and credit card debt (17%).
• 50% of American couples say they’ve lied or withheld financial information from their current partner, and 52% have lied to a previous partner.
• 18% have lied about purchases.
• 16% have lied about lending money to a friend or family member.
• 42% say talking about money early in a relationship is a red flag.
• 78% say it’s a green flag if a partner earns more money than them.
• See also: Only 55% of Gen Z feel like they’re ready for a romantic partnership

ENTERTAINMENT HABITS CHANGING

Viewer habits are changing rapidly and redefining the future of the entertainment industry, according to Stagwell’s National Research Group 2026 In the Frame study.

• 26% of all viewers and 35% of Gen Z found out about the most recent movie they watched from social media.
• Viewers want to see more content on friendship and loyalty (36%) and less about non-monogamy and polyamory (31%).
• Viewers are less interested in engaging with AI-created content: 36% less for movies, 37% less for TV or series and 42% less for podcasts.
• 74% of Millennials, 70% of Gen Z and 70% of Gen X are using streaming platforms over cable to watch live sports.
• Boomers are the only generation watching sports on cable (71%) over streaming (47%).
• 48% of viewers would be interested in watching live sports in a movie theater.

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• The Super Bowl Is the One Night We Still Show Up Together
• We’ll Try Driverless Taxis Before We Trust Them: The Autonomous Acceptance Gap explains why

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:

TIKTOK REWRITING SPORTS FANDOM

TikTok and social media allow sports fans to engage in positive new ways, based on new National Research Group research.

• 62% of sports fans enjoy watching sports content on social media more than on traditional TV.
• 72% say TikTok, in particular, motivates them to play.
• 34% say TikTok motivates activity in sports/fitness through giving new ideas for sport activities or workouts to try.
• 35% who purchased a sports-related item seen on TikTok say the item was highlighted in a tutorial or “how-to” video.
• 50% prefer watching short clips, highlights or behind-the-scenes moments over full games (60% for Gen Z).
• Fans follow athletes on social media to see their lives off the field (61%), lifestyle and opinions (56%), and training regimens (52%).
• Fans younger than 45 are twice as likely to say the top season they engage with pro sports is to connect with athletes.
• See also: How can sports win over non-fans?

AI OUT, HUMOR IN AT SUPER BOWL

As Super Bowl approaches, viewers want to see funny ads, not AI-generated content, according to our Harris Poll research in Ad Age.

• While 55% of streaming or cable viewers are interested in AI-generated movies and TV shows, only 17% of Super Bowl viewers want to see AI-generated ads.
• Younger generations are more open: 21% of Gen Z and 28% of Millennials want to see AI-generated ads.
• 44% don’t like the idea of AI being used in ads at all.
• 36% would be more open to AI-generated ads if they disclosed that AI was used.
• 71% of viewers want to see funny ads at this year’s Super Bowl.
• 46% say they are more likely to remember funny ads.
• See also: 2 Million U.S. Employees May Miss Work on Super Bowl Monday

LEADERSHIP DISCONNECT

63% of senior leaders would seek input more often from their teams if it did not make them look weak, according to our Harris Poll research with Turas Leadership.

• Male leaders (71%) are more likely than female leaders (46%) to fear the cost of asking for team input.
• 90% wish their teams would challenge them more.
• At the same time, 63% of Gen Z and 52% of Millennials don’t feel confident expressing their opinions at work.

BENEFITS OF GLP-1

Weight loss drugs are becoming mainstream, and our Harris Poll research outlines the latest user trends and insights.

• Millennials are more likely to have taken or consider a GLP-1 (54%) than Gen X (48%), Gen Z (47%) and Boomers (26%).
• 64% of parents with children under 18 have taken or are considering a GLP-1.
• Top improvements from users include eating less low-quality food (50%), eating more high-quality natural food (44%) and decreasing “food noise” (43%).
• 52% of Millennials would take a GLP-1 if it also would help with an addiction like gambling, gaming or social media use.
• 48% of Americans would try a GLP-1 in pill form.

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• How Gen Z’s Pursuit of Personal Growth Is Redefining Romance
• Study Shows Faith On Screen Can Win Over Audiences — Even The Non-Religious (new HarrisX research)
• ChatGPT is launching paid ads (Assembly insights)
• The future of AI search (Assembly insights)
• SPORT BEACH Clubhouse at Super Bowl LX

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:

HIRING OUTLOOK IMPROVES

Hiring managers are optimistic entering 2026, yet technology and skill gaps will continue disrupting employment, according to our Harris Poll study with Express Employment Professionals.

• 85% of hiring managers report a positive outlook for the year ahead.
• 2 out of 3 plan to increase headcount in the first half of 2026, focused on market expansion (38%) and seeking new skill sets (38%).
• 83% are willing to use contingent workers to meet business needs.
• 36% have open positions they can’t fill.
• Fewer companies are planning to hire students (33%) and retirees (10%).
• Increased use of technology (39%) and not replacing employees who leave (33%) are the top reasons for reducing staff.
• 91% of hiring managers expect employment obstacles in 2026, including AI related complexities (46%), finding qualified candidates (40%) and increased competition for talent (28%).
• See also: Gen Z is sick of working from home

AI APPROVAL GAP

The general public is more weary of AI use than corporate America, according to our Harris Poll report with JUST Capital.

• 80% of investors and 93% of executives see positive effects of AI use, yet only 58% of the general public agrees.
• 81% say business leaders have a responsibility to address the ethical use of AI.
• All parties agree AI-generated content needs to be watermarked: 86% of executives, 84% of investors and 78% of the general public.
• 90% say it is critical that companies ensure AI training and development are available to employees.

AI AS THE MARKETING CONNECTIVE TISSUE

B2B marketers are embracing AI to focus on customer experience and brand building, according to our Harris Poll survey with Madison Logic.

• 55% expect AI to reshape how strategies are developed and executed.
• 45% believe AI-powered search and assistants will dramatically change how customers discover brands.
• 33% say customer experience will be the key differentiator for growth.
• See also: 2026 will be the year marketers rediscover the basics

FINANCIAL SECURITY DOWN

Women and lower earners are feeling worse about the state of the economy, according to our Harris Poll survey with The Guardian.

• 45% of Americans say their financial security is worse (20% say better).
• 57% say the U.S. economy is in a recession – up 11% since last February.
• Women are less confident than men: 62% believe the U.S. is experiencing a recession, and 50% believe their financial security is worse (versus 52% of men who see a recession and 39% of men who say their financial security is worse).
• 59% of those making less than $50,000 a year say their financial situation is becoming worse, compared with 37% of those making more than $100,000.
• See also: Men More Financially Confident in the New Year

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• New global CEO at Allison Worldwide
• The Rise of Emotion and Decline of Trust
• Stagwell turns Sport Beach into its own company
• Three Trends in the Mix for 2026: Connie Chan, Chief Growth Officer at Stagwell APAC
• 6 customer experience trends to watch in 2026

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:

MORE TRAVEL IN 2026

Half of Americans will spend more on travel in 2026 and less on material goods, according to our Harris Poll survey with Marriott Bonvoy.

• 91% of Americans plan to travel in 2026.
• 49% say they want to travel more than they did in 2025.
• 67% plan to prioritize experiences, such as travel, over material goods.
• 57% say carving out time to rest and recharge is the most meaningful benefit of travel.
• 70% of Millennials would rather give up dining out for six months than give up a vacation.
• See also: Big ideas that will define 2026

GEN Z LEADS WITH AI

Gen Z’s rapid adoption of AI is already enhancing their leadership and management skills, according to our Harris Poll research with Google Workspace.

• 82% of young leaders say they use AI tools at work.
• 93% of Gen Z use two or more AI tools a week, compared with 79% of Millennials.
• 75% actively recommend tools to colleagues.
• 70% use AI to draft emails, handle difficult messages or overcome language barriers.
• 50% say automating routine work frees them for strategic priorities.
• 47% see it enhancing team-wide communication and problem-solving.
• 86% feel AI can help current executives become better leaders.
• 98% expect AI to affect their industry or workplace within the next five years.
• See also: Gen Z is defiantly ‘giving up’ on ever owning a home

SEASON OF GIVING

Americans have donated more to charities this year than last, according to our Harris Poll research with Vanguard Charitable.

• 75% of Americans gave to charities this past year.
• Average giving reached $1,394 this year – a 29% increase from 2024.
• Donors who plan gifts with a budget are more likely (43%) to increase their donations than those without a budget (17%).

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• AI Won’t End Marketing, It Will Elevate It To Its Full Potential
• The Return of Touch Report: Shopping, Reconnected
• Nearly 70% middle-aged Americans say caring for parents is stretching their finances
• Most Consumers Don’t Feel ‘Known’ By Their Financial Institution
• Inside Time Magazine’s AI Overhaul

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:

AMERICANS’ MOOD IMPROVES

Americans are more optimistic about the country and economy than previous months, yet inflation remains a top issue, according to our December Harvard CAPS/Harris Poll.

• 39% say the country is on the right track – up 4 points from November.
• 36% say the economy is on the right track – up 3 points from November.
• 1 in 3 say their financial situation is improving – up slightly.
• Inflation (36%) and the economy and jobs (29%) remain the top issues.
• 46% say they were personally affected by the government shutdown.
• 48% say 2020 – before the pandemic – was the last time the economy was “good.”
• See also: 57% say Trump is losing battle against inflation

GIFT-GIVING STRESS

The holiday season means more stress for employees who feel pressure to give gifts, based on our Harris Poll survey with Express Employment Professionals.

• 94% of U.S. hiring managers say their company hosts celebrations, most commonly for holidays (61%), birthdays (51%) and work anniversaries (50%).
• 64% say employees regularly exchange gifts.
• While 87% of employees say their company hosts celebrations where gift exchanges are common, half feel pressured to give gifts to coworkers.
• 46% feel pressured to spend a specific amount on gifts.
• Gen Z and Millennials are significantly more likely than Gen X to feel this pressure, such as giving gifts to managers (33% of Gen Z and 29% of Millennials say it’s a stressor versus 10% of Gen X).
• 62% say gift-giving fosters a sense of obligation that can negatively affect team dynamics.

CEOS BULLISH ON AI

Business leaders admit that AI will affect some jobs, yet say the overall effect of this technology will be positive to society, according to new National Research Group research presented at the Wall Street Journal’s 2025 CEO Council Summit.

• 68% of CEOs say AI will weaken the U.S. job market, yet agree it will strengthen productivity and output, the U.S. and global economies and U.S. global competitiveness.
• 78% are bullish on AI’s impact on workplace efficiency and innovation.
• 85% see AI as entering a healthy growth phase rather than a bubble.
• Looking at 2026, CEOs are most concerned about inflation (77.5% say it’s a negative), tariffs (70.6% negative) and U.S.-China relations (68.6% negative).

RETIREMENT WORRYING GEN X

Late preparation has left Gen X uncertain of retirement realities, according to our Harris Poll report with Nationwide.

• 61% of Gen Xers didn’t view retirement as a priority until age 50 or later (26% say age 60 or later).
• 89% believe cost of living is making it harder to retire comfortably.
• To prepare, Gen X has cut discretionary spending (40%), increased contributions to retirement accounts (34%), sought out professional financial advice (23%) and shifted their investment strategy to reduce risk (19%).
• Despite these measures, 25% are concerned their savings won’t last more than 14 years.
• 16% are planning to retire later than initially hoped.
• 15% don’t know if they’ll ever be able to retire.
• 39% of financial advisors say insufficient retirement income is one of the biggest obstacles for Gen X retirement readiness.

ENTREPRENEURIAL BACK-UP PLAN

83% of Americans view owning a business as a viable alternative to traditional jobs, according to our Harris Poll research with Entrepreneur’s Source.

• 70% of Americans believe business ownership offers greater opportunities than traditional jobs in today’s economy.
• 61% say business ownership is the key to thriving in an AI-driven world.
• 69% say business ownership is the best protection against ageism (highest amongst Millennials at 76%).
• 83% of parents say funding a child’s business is a good investment in their long-term financial security.
• 64% even consider financially supporting their child’s business a smarter investment than paying college tuition.

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• Six-figure earners are ‘living the illusion of affluence’ while working side hustles, skipping meals, and pretending Venmo’s not working
• Allison Worldwide hires Jeremy Lucas as first Europe CEO

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:

NEW YEAR’S RESOLUTIONS COST $4,700

Americans will spend an average of $4,700 to achieve their 2026 resolutions, according to our Harris Poll report with CIT Bank.

• 42% of Americans are making 2026 New Year’s resolutions.
• 55% of those making resolutions are committed to financial resolutions like budgeting, saving, investing, paying off debt or building credit.
• Men are expected to spend more to achieve their resolutions than women ($5,360 compared with $4,000).
• Women (65%) are more likely to reduce spending to reach their goals than men (55%).
• The top goals: saving for are travel (40%), purchasing a car (25%) and buying a house (21%).
• See also: The Holiday Budget Break: How Brands Can Help Consumers Avoid Debt

MIXED FEELINGS FOR 2026

While more than half of Americans predict higher prices going into 2026, more than a third feel financially confident going into the new year, according to our Harris Poll survey with NerdWallet.

• 63% of Americans say 2026 will be financially better for them than 2025.
• 35% feel optimistic or confident about their finances going into 2026, 32% feel anxious, and 30% feel stressed.
• Gen Z and Millennials (33%) are more likely to feel excited about their finances going into the new year than Gen X (20%) and Boomers (7%).
• 51% think consumers prices for goods and services will get worse in 2026.
• 33% are not confident in their ability to withstand a 2026 recession if it occurred.
• 57% plan to take at least one risky financial action in 2026, like investing in crypto (20%) or AI-related stocks or funds (18%).
• 30% plan to pay off their debts in full.

GEN Z SAY WORK TRIPS = VACATIONS

Gen Z business travelers are more likely than other generations to extend a work trip for pleasure, according to our Harris Poll research in Business Insider.

• Nearly two thirds of Gen Z workers bundle business and personal travel.
• 9 in 10 Gen Z members see work trips as a chance to upgrade their lifestyles (7 in 10 Millennials).
• Younger professionals are more than twice as likely to pay out of pocket to upgrade a flight.
• Two thirds have paid to switch to a nicer hotel – compared with half of those from older generations.
• Gen Z and Millennials post three to five times more per day on social media than their colleagues while on work trips.
• 75% splurge on high-end dinners and entertainment.

COST ISSUES MEAN DEFERRED HEALTH CARE

41% of insured Americans have skipped healthcare appointments due to rising costs, according to our Harris Poll report with the Nationwide Retirement Institute.

• 37% of U.S. insured adults avoid medical care when sick due to cost concerns.
• Americans have cancelled dental cleanings (23%), vision tests (20%) and mental health care (16%).
• 18% have turned to medical debt or credit cards to cover out-of-pocket expenses.
• 73% cite health care expenses going out of control as a top retirement fear.
• 59% say they are not confident in their ability to budget for health care expenses in retirement.

AGE OF DISSONANCE

The Harris Poll’s The Age of Dissonance Report explores how tensions of AI, culture and success are shaping consumer behavior.

• AI is widely adopted among young professional but also a major source of distress: 65% of Gen Z report a fear of being obsolete, and 45% say AI has made their college education irrelevant.
• The desire to be efficient and adhere to digital algorithms has resulted in a sea of sameness across brands: 79% say high-end experiences have lost their soul due to the copy-and-paste treatment.
• Inflation, inequality and institutional distrust have disrupted the traditional paths to success: 64% say the only realistic way to build wealth today is through alternative methods like crypto, meme stocks or gambling.

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• 90% of Rising Leaders Want AI With Personalization

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:

4 TRENDS REWRITING HOLIDAY SHOPPING

Six of 10 consumers say value for money is the top purchase driver this holiday season, based on our Harris Poll research with Mastercard. Four trends:

• Intentional holiday shopping: 82% of Americans are prioritizing low cost and high impact when it comes to gift-giving this year. That includes 86% who compare prices across retailers, 84% who read reviews, and nearly half who pay with credit cards that earn rewards they can use later.
• Gen Z wants an experience: 81% of Gen Z say they receive inspiration from in-store displays.
• Algorithms over elves: 51% of Gen Z and 55% of Millennials are relying on AI to deliver unique gift recommendations – more than they trust themselves.
• Joy and self-indulgence: 6 in 10 of all consumers are buying gifts for themselves – with 61% doing so to reach free shipping minimums.

‘RICH’ AMERICANS ARE STRUGGLING TO SURVIVE

1 in 3 Americans making more than $200,000 describe themselves as financially distressed, and 2 in 3 six-figure earners say their pay is no longer a sign of wealth, according to our Harris Poll Income Paradox Survey.

• 26% of Americans say they are “stretched” today – only able to cover the basics – with 22% of those making $100,000 and 19% of those making $200,000+ saying the same.
• Top expenses draining income: groceries (36% for those making $100,000, 29% of those making $200,000+), rent/mortgage (32% for those making $100,000, 28% for high-earners) and health insurance/medical costs (31% for those making $100,000, 28% for high-earners).
• To make ends meet: 58% of those making $100,000 and 64% of those making $200,000+ have used credit card reward points to cover expenses during the last 12 months; 53% and 51% have checked bank balances before grocery shopping; and 43% and 49% have avoided a social event to avoid splitting the bills.
• 80% of those making $200,000+ have used a credit card in the past three months because they ran out of cash, not to collect points.
• See also: Going into debt for holiday spending? You’re not alone

YOUNG PEOPLE NOT BIG ON OPEN ENROLLMENT

65% of young Americans trust AI more than themselves when choosing healthcare plans, according to our Harris Poll report with Justworks.

• 23% of Gen Z and Millennials would rather wait at the DMV than go through healthcare open enrollment.
• 62% have used AI for medical and insurance information – compared with 29% of Gen X/Boomers.
• 44% say they don’t put much thought into choosing their insurance plan.
• 59% say they spend an hour or less researching and selecting their plan.
• 26% say cost and affordability are their biggest concerns.

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• Looking into the 2026 crystal ball
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• How sustainability concerns are shaping public and policy attitudes toward AI
• Stagwell returns to CES Jan. 5-9, 2026

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’S MOOD SOURS

The mood in the country has deteriorated, compounded by economic disruptions and the government shutdown, according to our November Harvard CAPS/Harris Poll.

• 54% say the country is on the wrong track – up 3 points from September.
• 58% say the U.S. economy is on the wrong track – up 5 points from September.
• 45% say their personal financial situation is getting worse – up 2 points from September.
• Inflation (35%) and the economy and jobs (33%) remain the top issues.
• Health insurance (46%) and food security (40%) are the two areas Americans say they need help facing.
• 75% opposed the government shutdown – up 5 points from September.
• 48% were personally affected by the shutdown.
• See also: It’s Not Just Affordability, Americans Anxious Over Jobs Too

LIFE ON HOLD FOR HOME-BUYING

Aspiring homeowners (71%) are delaying at least one major life decision – getting married, having children, career changes and even pet ownership – until they can afford to buy a home of their own, based on our Harris Poll research with Coldwell Banker.

• Being delayed until they can afford a home: marriage or having children (18% each), changing jobs (17%) and starting a business (15%).
• 56% say homeownership right now is more important than getting married or having children (42%), retiring by 67 (39%), building a successful career or business (39%) or earning a college degree (23%).
• 84% are willing to make concessions, such as taking on a side job (42%), buying a smaller or a fixer-upper (35%) or moving to more affordable areas (35%).
• 19% of Gen Z and 14% of Millennials have moved in with parents or in-laws to save to buy a home.

CLIMATE CHANGE CONTRADICTION

While a vast majority of global citizens believe in climate change, ineffective messaging leaves them doubtful of a solution, according to our Harris Poll report with the Milken Institute.

• 95% of people globally believe climate change is happening.
• 83% have personally experienced the impact of it.
• 31% say climate concerns dominate their mental space – compared with 54% who say economic concerns do.
• 88% say economic messaging must be included in climate messaging to result in real change.
• 79% say climate activism would be more effective through community-level interventions than global frameworks.

CEOs PREFER AI OVER HUMAN SPEECHWRITERS

Today, 57% of CEOs would choose a custom-trained AI speechwriter over a professional human speechwriter, based on our HarrisX-Ragan survey of communications and business leaders.

• 83% of CEOs say they value their Communications team – mostly for employee (42%) and executive communications (28%).
• 30% of communications work already is AI-driven. By 2030, that figure is expected to jump to 55%.
• The most important skills for a Communications team, according to CEOs: strategic thinking (42%), creative problem solving (40%) and being calm under pressure (37%).

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

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• Work Smarter, Earn Faster: How Job Experience Can Count Toward a Degree

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:

STRESSED OUT IN AMERICA

The toll of societal division goes deeper than political frustration for stressed Americans, according to our Harris Poll research with the American Psychological Association.

• 62% report societal division as a significant source of stress in their lives.
• 76% say the future of the nation is a significant source of stress.
• 69% cite the spread of inaccurate or misleading information as a major source of stress, up from 62% last year.
• Technology also is to blame: 57% say the rise in AI is causing significant stress, up from 49%.
• 63% of those ages 18–34 and 53% of parents have considered relocating to another country due to the state of the nation.
• One result of today’s environment is loneliness: 54% feel isolated from others, 50% feel left out, and 50% lack companionship.
• Adults with high levels of loneliness are more likely to suffer from chronic health issues (80%) than those with moderate (66%) or low (68%) loneliness levels.
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$1 MILLION NO LONGER = WEALTHY

One million dollars is no longer enough to be considered “rich” in America, according to our Harris Poll survey with Northwestern Mutual.

• The U.S. is home to the most millionaires, 23.8 million, of any country in the world.
• Yet only 36% actually consider themselves “wealthy.”
• 49% say their financial planning needs improvement.
• 53% believe they will leave behind an inheritance.

RETIREMENT OUT OF REACH

America’s middle class is struggling to reach retirement savings goals, according to our Harris Poll survey with the Transamerica Institute.

• The middle class represents 56% of the U.S. population, earning an annual household income between $50,000 and $199,999.
• They are predominately white (60%), employed (57%) and married (53%).
• The top priorities of middle class adults are: enjoying life (63%), being healthy and fit (61%), focusing on family (42%) and planning for their financial future (42%).
• Only 21% of 50-year-olds have a written retirement plan.
• 61% believe they will never be able to fully retire.
• 47% have dipped into savings to cover unexpected expenses.
• 87% have taken at least one step to help ensure they can continue working as long as they want and need.
• 44% are worried that AI and robotics are making their job skills no longer needed.

CANADIAN REPUTATION ON THE RISE

Despite economic uncertainty and low familiarity, corporate reputation is improving in Canada, according to the Harris Poll’s second annual Corporate Reputation Survey with Canadian Business.

• 44 out of 47 companies that were in the 2024 and 2025 studies experiences an increase in reputation scores.
• 86% of Canadians are rethinking their priorities as consumers.
• The PWHL is No. 1 for the second year in a row and ranks highest in all three character elements (culture, ethics and citizenship).
• 87% agree that now more than ever before, it is important for Canadians to support Canadian businesses.
• Chinese companies performed poorly: Shein at No. 88, Temu at No. 93 and TikTok at No. 94.

CASH IS NOT KING

The popularity of card payments and buy-now-pay-later apps make paper money obsolete in the eyes of Gen Z, according to our Harris Poll survey with Cash App.

• 53% of Gen Z use physical cash only as a last resort when paying.
• 29% believe people who pay with cash are out of touch.

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