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Time and time again, CivicScience data reveal that well-being influences how consumers intend to spend–making these real-time insights invaluable for brands, media publishers, and advertisers who want to stay ahead of the curve as 2026 takes shape.
The CivicScience Well-Being Index (WBI) provides a comprehensive view of the well-being of American consumers aged 18+, offering a lens into how their feelings translate into spending.
The latest reading through the end of February 2026 shows that well-being among U.S. adults rose by a modest 0.59 points, slightly rebounding from the post-holiday decline in January.
The February rebound was powered entirely by the 55+ demographic. While younger cohorts experienced a slight dip – with those aged 35–54 down 0.9 points and the 18–34 demographic down 0.27 points – the 2.44-point gain among Americans 55+ was enough to move the needle for the WBI overall.
The majority of negative emotions decreased in February, contributing to the slight positive shift in well-being. Sadness saw the largest decrease (2.26 points), followed by worry (1.07 points) and fear (0.19 points). Only stress saw a slight increase (0.05 points). Conversely, changes in positive emotions were split – excitement saw a 1.06-point drop and happiness had a slight 0.81-point boost.
Well-being improved slightly in February, landing just above last month’s post-holiday reading, thanks to the 55+ crowd. However, these figures reflect consumer feelings prior to the emergence of the Iran conflict. As ongoing uncertainty on the world stage continues to shift, it may further impact how Americans feel and, in turn, how they intend to spend. For businesses looking to stay ahead of the curve, real-time insights, like those available to CivicScience clients, enable brands to continuously monitor and recalibrate their approach to match the evolving consumer landscape.
