WHAT THE DATA SAY: 47% of Americans see personal finances worsening, 32% improving

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 RECKONING AMONG TODAY’S GREATEST FEARS

Americans’ economic anxiety is persisting, inflation is a top personal concern, and most people expect AI will eliminate – not create – more jobs, according to our August Harvard CAPS Harris Poll. 

• 37% of Americans say the country is on the right track, up two points from July.
• 34% say the economy is on the right track, about even with July.
• 32% say their personal financial situation is improving, while half say it’s getting worse.
• 46% say inflation is the most important issue to them.
• 60% say it is more important to keep prices lower for consumers than to protect U.S. industries and jobs.
• 58% say maintaining a positive U.S.-Canada relationship is more important than cracking down on a trade imbalance or protecting American jobs.
• Concern about the U.S.-Iran conflict rose 5 points since July, to 20%.
• 56% say AI is more of a problem for the economy than an answer to its challenges.
• 58% believe AI will create tens of millions of unemployed people in the coming years, versus 42% who expect massive new jobs, growth and prosperity.
• As America approaches the mid-term election in November, 69% plan to vote.
• See also: Latino Voters Are Undecided in The Battleground States

MIDDLE-CLASS STRESS MOUNTS

For middle-class Americans, mounting financial pressures, caregiving demands and retirement uncertainty are becoming overwhelming, according to new research from The Harris Poll and Transamerica Institute.

• 45% of middle-class Americans say they often feel exhausted and burned out, while 39% report trouble making ends meet.
• Inflation has forced 72% to take at least one financially strained action, including cutting day-to-day spending (40%), tapping savings (34%) or taking on new credit-card debt (23%).
• Paying off debt is the middle class’s top financial priority (58%), ahead of saving for retirement (50%) and building emergency savings (42%).
• 80% say today’s cost of living is making it harder to save for retirement, while 74% are concerned Social Security will not be there when they retire.
• 36% of non-retirees have served as caregivers during their careers, and 53% of retirees expect to rely on family or friends if they need long-term care.

YOUNG AMERICANS = RISK TAKERS

Gen Z and Millennials are more willing than older Americans to take risks with both their money and careers, according to our Harris Poll research with Northwestern Mutual.

• 43% of Americans say they have become more risk-averse during the past year, while 31% have become more comfortable with financial risk.
• 71% of Americans would rather reduce risk and protect their savings and investments, even if it means accepting lower potential returns.
• Young Americans are different: 48% of Gen Z and 39% of Millennials would risk changing jobs, switching careers or starting a business for greater potential success or happiness, versus 31% of Gen X and 19% of Boomers.
• Younger adults are also more open to financial risk: 37% of Gen Z and 36% of Millennials prefer calculated risks for higher returns, compared with 14% of Boomers.
• 15% of Gen Z identify as “first movers” in new investment trends – more than any other generation.

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

• Self-driving cars, extended EV range lead rising interest in vehicle technology (Harris Poll)
• 2026 holiday season is not about spending more; it is about choosing better (Assembly)
• Gen-Alpha Teens Are Quietly Becoming the Household’s Most Powerful Brand Influencers (Allison, HarrisX)
• Most gamers (57%) see Netflix as the streaming service best positioned to go bigger in gaming, versus Prime Video and Disney+ (38%) (National Research Group)
• Overworked Doctors Bet on AI to Boost Their Pay (Harris Poll)