WHAT THE DATA SAY: 47% pulled back from at least one social activity during past year due to stress

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:

STRESS IS THE NEW NORM

With growing economic uncertainty and ongoing societal challenges, Americans view chronic stress as something to be managed rather than something they can overcome, based on new Harris Poll research with the American Psychological Association.

• 77% of U.S. adults cite cost of living are the most significant source of stress in their lives.
• Others cite stress tied to the nation’s political and social climate – with concerns about the future of the nation (74%) ranking high.
• 47% pulled back from at least one social activity during the past year due to stress, uncertainty or feeling overwhelmed.
• 28% are avoiding watching or reading the news, and 21% are avoiding engagement with political or societal issues.
• Many are using AI to help: 65% to help make day-to-day decisions, 62% for input on health treatments, 60% to self-diagnose and 59% to analyze their physical health.

ECONOMIC CONCERNS GROW

Pessimism about the U.S. economy and personal finances continues to grow, and affordability remains Americans’ top concern, based on our October Harvard CAPS Harris Poll.

• 59% say the country is on the wrong track, up 4 points from September.
• 64% say the U.S. economy is on the wrong track, up 7 points from September.
• 50% say their personal financial situation is worsening, up from 48% in September.
• Inflation and affordability are the top personal concern for 51%, up 7 points from September and far ahead of any other issue.
• 38% say price increases, inflation and affordability are the country’s most important issues, while 33% cite the economy and jobs.
• 66% favor decreasing taxes, 71% favor decreasing government spending, and 64% favor lower interest rates.
• A quarter of Americans say they have used an AI chatbot to gather research or information about next week’s midterm elections.
• See also: As the U.S. midterm elections approach, we look at data to see a true picture of the U.S. economy

CAREGIVING’S HIGH PRICE TAG

Millions of Americans are spending their own money and financial security to care for elderly loved ones, according to The Financial Impact of Caregiving report from The Harris Poll and Edward Jones.

• More than 32 million Americans provide financial caregiving for someone 65 or older.
• 91% spend their own money on their loved one’s care – an average of $8,737 a year out of pocket.
• Caregiving is more than a part-time job: caregivers devote 109 hours a month, or roughly 3.6 hours a day.
• Only 33% planned and discussed caregiving ahead of time, and just 22% felt extremely prepared.
• Nearly half (46%) are “sandwich caregivers,” supporting both an older adult and their own children.
• 81% of caregivers providing financial assistance are willing to put themselves in less secure financial positions to keep supporting loved ones.
• 38% have reduced or stopped saving, 25% have taken on or delayed paying down debt, and 18% have reduced or paused retirement contributions.
• See also: 37% of Millennial workers have served as caregivers, and nine in 10 made an adjustment to their employment because of caregiving

POOLING SAVINGS FOR A NEW HOME

Families are increasingly planning and pooling resources for the next generation’s homeownership dreams, based on the 2026 American Dream Report from Harris Poll and Caldwell Banker.

• 82% of parents with children ages 5 and younger are actively saving or have considered saving for their child’s future home down payment.
• Among parents of young children, 14% have begun saving for a future down payment – compared with 20% saving for college and 28% saving for retirement.
• 92% of Gen Z adults who do not own a home want to buy one someday, 28% would choose a dream home over a dream job, and 25% would choose it over finding an ideal partner.
• 51% of Americans have helped or considered helping fund a down payment for relatives.
• 85% say buying a home is part of the “American Dream,” and dream-home wish lists prioritize enough bedrooms for everyone (36%), a large kitchen (34%) and a big backyard (33%).

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

• Trust Will Determine the Future of AI – and CCOs and CMOs Should Lead (Ray Day) 
• People think authenticity is a style – raw, emotional and straight to camera. Our data shows that’s wrong (National Research Group)
• 81% of Americans believe employer-sponsored health benefits should help people maintain weight loss, not just access treatment (Harris Poll)
• Same-day or next-day delivery has more than doubled since 2019 (24% to 58%), and 91% of business leaders say customers expect delivery within two days (Harris Poll)
• Nearly 40% of companies expect to increase seasonal hiring this year, while 87% view temporary positions as a pipeline for future full-time employees (Harris Poll)