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Although consumer behavior is ever-changing, CivicScience data consistently show that well-being is a key indicator of the push behind these changes. For businesses, media publishers, and advertisers seeking to stay ahead of consumer spending shifts, understanding how these intangible feelings impact tangible purchasing decisions is critical.
The CivicScience Well-Being Index (WBI) provides a comprehensive view of the well-being of the American consumer aged 18+, and how their feelings translate into real-time impacts on spending.
The last reading of 2025 shows that well-being among U.S. adults continued its Q4 uptick, with an increase to 55.31 through December’s conclusion. This figure represents a 1.82 point increase through the height of the holiday season. Despite this, the Well-Being Index still hovers 2.18 points lower than in December 2024.
All age groups experienced a well-being boost, led by adults aged 55+ who saw a 2.11 point increase, followed closely by adults aged 18-34, who saw a 2.07 point increase. Meanwhile, those aged 35-54 saw a moderate 1.4 point increase, contributing to the all-around uptick in sentiment.
The majority of negative emotions decreased in December, while both positive emotions increased. Worry saw the most significant drop (3.53 points), followed by stress (2.45 points) and fear (2.09 points). This strong downward shift in negative emotions offset the slight uptick in sadness (0.04 points). Combined with a 1.91 point increase in excitement and a 1.16 point increase in happiness, it’s clear how these combined shifts created a positive bump in well-being.
Despite a tumultuous year for well-being, sentiment closed out 2025 on a higher note than in months past. The question is: as 2026 gets underway, will this holiday-timed well-being boost last, or will consumers drop into the winter doldrums? Regardless of which way feelings go, businesses looking to get ahead of these changes and set themselves up for success in 2026 will want to stay tuned in to the latest insights.
