WHAT THE DATA SAY: Third of Americans recommend trade school over 4-year 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:

COLLEGE VERSUS TRADE SCHOOLS

A greater percentage of Americans would advise high school graduates to attend a vocational or trade school (33%) rather than a four-year college or university (28%), according to our Harris Poll survey with the American Staffing Association.

• Baby Boomers (41%), Gen X (37%) and Millennials (31%) recommended vocational and trade school career paths.
• Gen Z is the only cohort that recommended a four-year degree (36%) over attending a trade or vocational school (22%).
• A smaller number suggest grads enter the workforce (13%) or find an internship (11%).
• Traditional universities are under the gun: Aside from the campus politics and threatened halt of federal grant money, 80% globally believe that new skills and credentials will be as valued as a traditional university degree by 2035.
• 75% believe AI will disrupt their future career.

THE RISE (AND FALL?) OF ELECTRIC VEHICLES

While interest in electric vehicles has nearly tripled in the past decade, the elimination of tax incentives is affecting purchase consideration, according to our new Harris Poll report.

• 31% of consumers say they are likely to purchase an EV (up from 13% in 2013).
• The top reasons for owning an EV, according to current owners, are having a positive environmental impact (34%), having a 10-year battery warranty (25%) and federal tax credits (21%).
• 24% of consumers who are at least somewhat likely to consider purchasing an EV would strongly reconsider (or no longer consider) making that purchase without the tax incentive.
• 23% of Boomers cite the federal tax credit as a reason for purchasing an EV, compared with 14% of Gen Z/Young Millennials and 18% of total consumers.

TARIFFS HIT RETAIL

The Harris Poll’s Tariff Retail Report highlights Americans’ ongoing economic uncertainty in the wake of months of inflation:

• 72% of Americans are concerned about tariffs (up 11 points since January).
• 66% think the U.S. economy will take years to recover from the tariffs.
• More consumers blame businesses for higher prices (39%) than the government (30%) and personal financial decisions (30%).
• 63% believe companies are taking advantage of the economic climate to boost profits.

SUMMER LIKE IT’S 1999

Americans are nostalgic for ice cream, less screen time and lower prices, according to our Harris Poll survey with Instacart.

• 57% of Americans say the last day of school is among the things they look forward to most during the summer.
• A few of the most appealing elements of the 1990s are the lack of smart phones and social media (53%), the sense of simplicity and nostalgia (39%) and the food and snacks (32%).
• 62% say ice cream reminds them of their childhood summers.
• 64% want their kids to experience the fun summer treats they loved as kids.
• 84% of parents say it’s more important that their kids minimize screen time during the summer.

GAME ON IN CANNES

Stagwell’s SPORT BEACH returns to Cannes next week as the official sport partner of the festival with a powerful lineup of programming at the intersection of sports, creativity and culture. 

• This year’s roster of speakers and panelists include tennis icon and trailblazer Serena Williams, sports broadcaster Erin Andrews, long-distance runner and Olympic Gold Medalist Sir Mo Farah, NBA legend Chris Paul, MLB All-Star Alex Rodriguez and George Russell, Mercedes-AMG PETRONAS Formula One Team driver.
• In addition to SPORT BEACH’S daily swim and run clubs, Peloton and select instructors will host engaging fitness experiences throughout the week.
• To register, view the programming calendar, and see the full roster, visit sportbeach.com.

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

• Father’s Day gifts: 10 brands with high brand equity among dads
• Your Drink Tells Your Age: Keurig Dr Pepper-Harris Poll
• Teachers Sound The Alarm On Literacy: Nemours Children’s Health-Harris Poll
• Companies are preparing for a potential rise in employee turnover
• Fashion Forward: Emerging Trends in Apparel Purchases