WHAT THE DATA SAY: Half of Americans would rather do 'kidulting' than talk to a therapist, drink or go to a party

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:

PLAYTIME ISN’T JUST FOR KIDS

Adults are embracing “kidulting” – from collectibles and crafts to immersive experiences – as a new source of connection and self-care, according to The Rise of Kidulting Report from The Harris Poll.

• 80% of Americans and 94% of Gen Z participated in playful activities for their own enjoyment in the past year.
• Play is increasingly a coping mechanism, as 83% say small moments of joy feel important in uncertain times, while 75% say playful hobbies help build emotional resilience.
• 51% of Americans would rather do “kidulting” activities than talk to a therapist, 49% would choose them over drinks and 47% over going to a party.
• 40% call playful products and experiences a creative outlet, 40% say they bring more joy to daily life, and 30% see them as self-care.
• 65% of Americans spent at least $100 on a playful product or activity in the past year, rising to 80% of Gen Z and 78% of Millennials.
• 62% want more adult-only nights at theme parks, museums or zoos, while 60% want nostalgic movie or cartoon marathons in theaters or bars.
• 77% say brands underestimate adults’ appetite for playfully designed experiences, and 67% are actively seeking brands, products and experiences that make life feel lighter.
• See also: Millennials are ‘kidulting’ through their parenthood stage, spending their free time on blind boxes and claw machines

AI IS HOLIDAY SHOPPERS’ HELPER

Consumers are ready to bring AI into holiday shopping – from finding deals and discovering brands to making purchases, based on new Harris Poll research with Forter.

• 67% of U.S. consumers plan to use AI for holiday shopping this year.
• More than one-third of holiday shoppers (37%) expect to use AI more than they did last year.
• Adoption is especially strong among younger shoppers: 83% of adults ages 18–34 plan to use AI for holiday shopping, compared with 40% of those age 65 and older.
• 43% of Americans have discovered or bought from a new retailer because of an AI recommendation. This goes up to 68% among younger adults.
• 78% of holiday shoppers are comfortable letting AI handle at least one aspect of their shopping journey, and more than half (53%) would be comfortable allowing AI to autonomously purchase a holiday gift, depending on the cost.

CREDIT RELIANCE CONTINUES

Americans are feeling more in control of their finances – yet many, especially parents and younger adults, are leaning on credit to make ends meet, based on Harris Poll data and NerdWallet’s October Consumer Financial Resilience Index.

• 78% of Americans say they feel in control of their day-to-day finances, up from 73% in September.
• 38% expect to rely on credit for at least some expenses this month.
• Parents are under pressure, as 54% of parents with children under 18 expect to use credit, up from 44% the prior month and well above the 30% of non-parents who say the same.
• More than half of Gen Z (53%) and Millennials (51%) anticipate relying on credit, compared with 37% of Gen X and 17% of Boomers.
• Two-thirds of Americans (67%) say they could cover an unexpected $1,000 expense with cash. Yet that drops to 39% among households earning less than $50,000.
• Men (84%) are more likely than women (74%) to feel in control of their finances and to have a $1,000 emergency cash buffer (71% men versus 63% women).
• 65% of Americans expect the U.S. economy to enter a recession within the next 12 months.
• See also: New survey reveals how chronic stress impacts U.S. adults

THE ENTREPRENEUR EFFECT

Entrepreneurs are finding success and wishing they had started sooner by building businesses around a focused idea, according to research from Harris Poll and Shopify.

• 95% of entrepreneurs say building their company is among their proudest accomplishments.
• More than half (57%) of entrepreneurs wish they had started sooner.
• 86% of entrepreneurs say e-commerce platforms have made starting a business easier than it was a decade ago.
• Two in five businesses (41%) on Shopify launched with just a single product.
• See also: Some hiring managers may be waiting until after the election to recruit

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

• How a global mindset, global education and career experience make people more successful (Ray Day, PRSA) 
• 20 brands catching millennials’ attention right now and how they’re doing it (Harris Poll)
• If a bank offered crypto, 35% of Americans would be more likely to open an account with that institution (Harris Poll)
• More than four in five teen fans say anime accounts for at least half of everything they watch (National Research Group)
• 79% agree that employers should offer parents who lose a baby to miscarriage or stillbirth the same paid leave offered for maternity or paternity leave (Harris Poll)