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1、01US CONSUMER NAVIGATOR American MindsetAPRIL 2025ABOUT THIS STUDYSurvey Methodology The survey was conducted by dentsu via an online research panel The survey was fielded April 9,2025 Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older Controls for nationally represe

2、ntative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)020303WHERE WEVE BEEN:THE PAST FOUR WAVESJANUARYFEBRUARYMARCHAPRILPESSIMISM TOWARDS THE PRESENT AND THE FUTUREThe assessment of the current economy has significantly worsened.After an

3、 upward trend in the Fall,optimism towards the direction of the economy has also decreased.Optimism about personal finances has also worsened.In particular,Millennials whose finances have possibly taken a greater hit during the holidays report that their ability to afford necessary expenses is decli

4、ning.DEEPENING DIVIDE IN ECONOMIC EXPERIENCE63%of consumers say the economy is in not good or terrible shape.45%of Gen Z and 46%of Millennials feel positive about the economy,compared to just 29%of those over 45.Consumer spending patterns reveal selective targeting rather than wholesale cuts.Persona

5、l finance outlook shows signs of stabilizing,with 46%expecting their situation to remain the same.INCREASING ECONOMIC PESSIMISM AMID UNCERTAINTYConsumers feel increasingly gloomy about the state of the US economy.Looking ahead to the next 12 months,economic anxiety is increasing.However,increased ec

6、onomic anxiety is not(yet)impacting personal finances,which remain steady month over month.Different generations and HHI groups are experiencing unique financial situations.BRACING FOR IMPACT52%of consumers expect more pain than gain from tariffs,while just 25%feel the impact will be net-positive.Co

7、nsumers economic anxiety is increasing as they look to the next 6-12 months.While many consumers especially higher income are feeling financially secure,worry is growing.There are signs consumers are“pulling up”certain purchases ahead of tariffs while doubling down on“substituting”behaviors.0404Cons

8、umers feel increasingly gloomy about the state of the US economy.13%11%10%9%10%29%28%27%25%23%38%42%46%49%47%20%19%17%17%20%NovemberJanuaryFebruaryMarchAprilRolling 3-Month Avg.:How Consumers Feel About the Shape Of the US EconomyTerrible shapeNot very good shapeGood shapeExcellent shapeEconomic sen

9、timent has been on a downward trajectory since fall of last year,with negativity intensifying over the past couple of months.Currently,67%of consumers describe the economy as in not good or terrible shape.67%:Not good+terrible0505Though the trend appears across age groups,its more pronounced among a

10、dults 45+,who are significantly less likely to feel optimistic about the economy than their younger counterparts.Economic confidence is decreasing across generations.42%44%45%44%40%53%47%46%42%42%31%30%29%27%26%20%25%30%35%40%45%50%55%NovemberJanuaryFebruaryMarchAprilRolling 3 Month Avg:%Who Feel Th

11、e US Economy Is In Excellent/Good Shape Gen Z(18-26)Millennials(27-44)Adults 45+0606Just over half of Americans now see some stage of recession.13%12%11%9%8%37%41%42%43%40%21%21%23%26%31%28%26%24%22%22%NovemberJanuaryFebruaryMarchAprilRolling 3-Month Average:Whether the US Economy Is In a RecessionT

12、he economy is already in a recessionThe economy is at the beginning of arecessionThe economy is experiencing adownturn,but not a recessionThe economy is doing just fine53%of consumers now believe were in some stage of recession.This aligns with recent shifts in economic forecasts,as experts have adj

13、usted their outlook toward slower growth,higher inflation,and increased recession risk.53%:In a recession0707The share of consumers who believe the US economy is already in or entering a recession has increased across all generations:Millennials(+3 points),Gen Z(+1 point),and adults over 45(+5 point

14、s).While younger respondents remain more likely to perceive a recession,the generational gap is narrowing.Recession perception grows across all age groups,with fastest increase among 45+.54%55%56%56%57%56%54%53%55%58%43%40%40%43%48%30%35%40%45%50%55%60%65%70%NovemberJanuaryFebruaryMarchAprilRolling

15、3 Month Avg:%Who Feel The US Economy Is In a Recession Gen Z(18-26)Millennials(27-44)Adults 45+0808Looking ahead to the next 12 months,economic anxiety is increasing.51%49%49%46%41%23%22%19%17%15%26%28%31%36%44%NovemberJanuaryFebruaryMarchAprilRolling 3-Month Average:Outlook on the Economic Environm

16、ent Over Next 6-12 MonthsThe economy will get worseThe economy will remain thesameThe economy will get betterA growing segment of consumers anticipates challenges for the US economy over the next year,with pessimism increasing by 8 percentage points this month.0909All age cohorts show declining beli

17、ef in economic improvement over the next 6-12 months.Millennials continue to be most optimistic about the economic future,though theyve also experienced the sharpest drop in confidence over the past month.Optimism about future economic conditions falls across all generations.48%47%49%48%41%59%54%57%

18、52%46%48%47%46%43%38%30%35%40%45%50%55%60%65%NovemberJanuaryFebruaryMarchAprilRolling 3 Month Avg:%Who Feel The US Economy Will Get Better In 6-12 Months Gen Z(18-26)Millennials(27-44)Adults 45+010010Over half of Americans expect more pain than gain from tariffs.52%of Americans anticipate tariffs wi

19、ll amplify economic contraction.Another 23%expect mixed consequences,leaving a quarter who foresee net positive outcomes.29%23%23%15%10%0%10%20%30%40%50%60%70%80%90%100%U.S.Consumers Expected Impact of Tariffs on the U.S.Economy Over Next 6-12 MonthsCompletely negativeMostly negative,with few positi

20、ve impactsEqually positive and negativeMostly positive,with few negative impactsCompletely positive52%More negative than positive011011Despite economic concern,personal financial security slightly improves.51%53%54%56%31%30%29%29%18%17%16%14%JanuaryFebruaryMarchAprilI struggled to afford any of my e

21、xpensesI was only able to afford some of my expensesI was able to afford all my expensesRolling 3-Month Average:Ability to Afford Monthly ExpensesIn contrast to the overall economic outlook,55%of consumers feel their personal finances are in good or excellent shape,a 5-point increase since the begin

22、ning of the year.Similarly,56%report being able to afford all their essential expenses this month,up 4 points.13%12%11%12%37%39%42%43%35%37%36%36%15%14%14%13%JanuaryFebruaryMarchAprilExcellent shapeGood shapeNot very good shapeTerrible shapeRolling 3-Month Average:Sentiment About Personal Finances01

23、2012Breaking down responses by household income reveals the unequal impact of economic uncertainty.Higher and mid-income households report significantly better financial situations than lower-income households.The recent improvements in financial security are concentrated among those with greater me

24、ans,while lower-income households continue to struggle.Financial security gains concentrated among middle-and higher-income households.37%38%41%40%54%57%58%60%77%77%77%77%JanuaryFebruaryMarchAprilRolling 3 Month Avg:%Who Feel Their Finances Are In Excellent/Good Shape HHI$100k38%39%40%40%60%61%61%63

25、%73%75%77%78%JanuaryFebruaryMarchAprilRolling 3 Month Avg:%Who Were Able To Afford All Expenses This MonthHHI$100k013013Affordability is shaping budgets,with more Americans selectively cutting back.16%15%16%22%20%19%18%21%11%30%28%29%33%31%30%28%31%20%Take-out/food deliveryFast foodDining outElectro

26、nicsEventsLuxury goodsTravelHousehold upgradesAuto/gasCategory Purchasers Who Have Done The Following In the Past 30 DaysIncreased my spending or made an impulse purchase.Reduced my spending or delayed a purchase.14%17%17%16%19%23%22%18%22%25%25%24%26%30%27%20%Household necessitiesClothing&apparelAt

27、-home EntertainmentBeauty/groomingFitness/wellnessFurnitureHome dcorGroceriesGap-14%-13%-13%-11%-11%-11%-10%-10%-9%Gap-8%-8%-8%-8%-7%-7%-5%-2%Consumers are employing tried-and-true tactics during inflationary periods,primarily reducing out-of-home food spending.Other discretionary purchases like ele

28、ctronics,events,luxury goods,and travel also remain vulnerable to cutbacks.014014Trended over time,we see shifting sacrifices in consumers cost-cutting.-15%-13%-10%-8%-5%-3%0%SeptemberOctoberNovemberJanuaryFebruaryMarchAprilRolling 3 Month Avg.:Gap Between Spending More vs.Less On Select CategoriesH

29、ousehold upgradesBeauty/groomingGroceriesFurnitureEventsNet Spending Trends:Net spend on groceries is trending up over the past two months,potentially due to rising prices or“panic buying”ahead of tariffs.Beauty/grooming have also seen increases potentially due to the same reasons.Big ticket items,f

30、urniture,events,and home upgrades are down.015015As Americans feel their money doesnt go as far,they trade down on essentials.10%10%19%11%13%11%17%20%9%31%28%33%24%26%23%29%31%19%GroceriesHousehold necessitiesFurnitureFast foodHousehold upgradesAt-home EntertainmentHome dcorLuxury goodsAuto/gasCateg

31、ory Purchasers Who Have Done The Following In the Past 30 DaysSplurged on expensive or high-quality itemsSwitched to cheaper or bargain items15%11%13%16%12%15%20%18%25%21%22%25%21%22%25%21%Fitness/wellnessTake-out/food deliveryBeauty/groomingClothing&apparelDining outTravelElectronicsEventsGap-21%-1

32、8%-14%-13%-13%-12%-12%-11%-10%Gap-10%-10%-9%-9%-9%-7%-5%-3%Groceries and household necessities bear the brunt of downgrading as consumers become more price-conscious.Meanwhile,they appear less willing to compromise on select discretionary categories such as events,electronics,and travel.016016Growin

33、g number of consumers anticipate personal financial challenges ahead.23%17%17%18%23%36%45%46%45%42%41%39%38%38%35%NovemberJanuaryFebruaryMarchAprilRolling 3-Month Average:Outlook On Personal Finances Over the Next 30 Days My finances will get betterMy finances will remain thesameMy finances will get

34、 worseWhile most consumers remain optimistic or expect stability in their financial outlook,those anticipating deterioration in their financial situation over the next month has grown by 6 percentage points since February,reaching nearly a quarter of respondents.Though consumers arent experiencing a

35、cute financial pain currently,they clearly expect challenges ahead due to rising prices and slowing job growth.017017Worry grows across income levels,the steepest among lower-income households.Financial anxiety is increasing across all income groups,though lower-income households remain particularly

36、 vulnerable to economic uncertainty and unexpected cost increases.13%10%9%11%17%18%14%14%15%19%26%21%21%22%28%NovemberJanuaryFebruaryMarchAprilRolling 3 Month Avg:%Who Feel Their Personal Finances Will Get Worse Over The Next MonthHHI$100kHHI$50k-$100kHHI$100kHHI$50k-$100kHHI$50k020020020IMPLICATION

37、S FOR MARKETERSSegment strategies by financial resilience,not just demographicsThe widening gap between how different income groups experience the economy demands targeted approaches.Higher-income households remain financially secure while lower-income consumers face growing anxiety.This requires de

38、veloping distinct value propositions for each segment-premium positioning and experience-based marketing for the financially secure,and value-focused messaging with flexible payment options for financially stressed consumers.Protect brand value while addressing affordability concernsConsumers are se

39、lectively cutting back while protecting certain categories(travel,electronics,events),showing theyre making calculated trade-offs rather than wholesale spending reductions.Brands should resist across-the-board discounting that damages equity and instead develop strategic solutions like tiered offeri

40、ngs,loyalty benefits,or less but better positioning that acknowledges financial concerns without sacrificing perceived quality.Build flexibility for potential tariff-related shifts in consumer behaviorThe uncertainty around tariff impacts requires adaptable marketing strategies.With diverse consumer

41、 responses anticipated-from postponing purchases to stockpiling to seeking alternatives-brands should maintain flexible marketing plans that can respond to evolving behaviors.Create scenario planning for different consumer reactions,develop messaging frameworks that can address price sensitivity wit

42、hout locking into specific claims,and stay agile with media allocations that can shift as consumer priorities evolve.021021Meet Our Editorial TeamJack BoitaniVP,ContentWhitney FishmanEVP,Futures&Insights,AmericasAsha CowellVP,Integrated StrategyMegan KeaneVP,Integrated StrategyDirk HerbertGlobal Hea

43、d of Thought Leadership022About dentsuDentsu is an integrated growth and transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over 145 countries and regions,it has a proven track record of nurturing and developing innovations,combining the tale

44、nts of its global network of leadership brands to develop impactful and integrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.https:/