WHAT THE DATA SAY: Women want their ideal partner to make $172,000 a year; men are okay with $101,000

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:

THE CO$T OF A SECOND DATE

The biggest obstacle to a second date isn’t bad chemistry. It’s excessive gambling and other poor money habits, according to our Harris Poll research with Northwestern Mutual.

• Most Americans in serious relationships say “financial compatibility” is more important than emotional chemistry, physical attractiveness, intellectual connection, shared hobbies and spiritual harmony.
• 60% say poor money habits are a dealbreaker – with excessive gambling/risk-taking being the biggest red flag.
• Of those who say income is important, the average ideal partner income is $139,000 per year. Women hope their partner earns $172,000, which is 70% higher than men’s expectations of $101,000.
• Among Gen Z couples, 41% say money arguments are putting a serious strain on their relationships.
• 72% believe couples should discuss finances before getting married or moving in together.

A COUNTRY UNDER PRESSURE, NOT OUT OF HOPE

Americans remain worried about inflation, AI risk and global instability – even as national pride and belief in the American Dream remain resilient, according to our July Harvard CAPS/Harris Poll.

• 35% say the U.S. is on the right track, down 1 point from last month.
• 33% say the U.S. economy is on the right track, up 2 points from last month.
• 46% say their financial situation is becoming worse – compared with 47% last month.
• 82% say AI poses social dangers, with top concerns including job loss and rising power usage.
• Nearly two-thirds say the U.S. should slow down AI development, signaling broad public caution around the pace of change.
• 53% say they would oppose a data center in their own neighborhood, even if the company provides local jobs, benefits and protections.
• Meanwhile, 74% say they are proud to be an American today, and three-quarters of Americans say they are living or will achieve the American Dream.

PETS ARE THE NEW KIDS

Pets are reshaping how Americans think about family, finances and even public policy – with younger adults building their lives around their animals, according to the “State of Pets” study from Harris Poll.

• 77% of Americans now own at least one pet, up 3 points since 2024.
• If forced to choose, 40% of Americans say they’d prefer pets compared with 39% who would choose children.
• Among pet owners, 83% say their pet is like their own child.
• The generational shift is even sharper: 55% of Gen Z and Millennials say they’ve considered building a life around pets instead of having children.
• Cost plays a major role in that choice: among those who’d choose pets over children, 45% say they’re not in the right part of life to care for a child, 35% say pets are easier to care for, and 32% say pets are less of a financial strain.
• Americans increasingly want policy support for modern pet families: 68% say pet owners should receive tax breaks for food and medical care, and 69% say they would claim their pet as a dependent if it were legally possible.

EMPLOYEES ARE BEATING ENTERPRISES TO AI

Employees are driving workplace AI adoption from the bottom up, not through the usual top-down rollout, according to the Harris Poll and INTOO.

• The largest group of employees (22%) says AI use is happening informally through individual employees’ own initiative, without formal company-approved tools or processes.
• 17% say AI is being used across the organization in a way that is actively reshaping workflows, roles or workforce planning.
• 20% report AI is being used by some departments through approved tools, but not consistently company-wide, and 16% say their organization is not using AI at all.
• Employee sentiment is more upbeat than anxious: 34% are curious to learn more about AI, 34% are excited about its potential, and 31% say they feel confident using AI tools.
• 20% worry AI could make their job obsolete, 20% want to build AI skills but don’t know where to start, and 20% worry about making mistakes while using it.
• See also: How AI has gone mainstream with ultra-high-net-worth investors

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

• Brands on the World Cup stage see a meaningful lift, as viewers report 62% purchase intent toward sponsors, compared with 40% among those not watching (National Research Group) 
• Wendy Lund discusses female leadership on “Let’s Talk PR & More” podcast (Wendy Lund and Allison)
• Eight of 10 Americans chose a fast-food restaurant specifically because they were craving its fries (Harris Poll)
• UK adults strongly favor proposed teen social media restrictions, while nearly half of teens are opposed (National Research Group)