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After years of consumer-declared data, the link between how consumers feel and how they plan to spend is impossible to ignore. Monitoring these emotional shifts in real time allows brands, advertisers, and publishers the ability to anticipate spending shifts before they become reality.
The CivicScience Well-Being Index (WBI) provides a thorough understanding of the emotional state of U.S. adults aged 18 and older. The Index takes the pulse of specific demographic shifts that often anticipate broader changes in the consumer landscape by quantifying the ever-evolving collective mood and mental health.
American Well-being Ticks Up, Driven By Americans 55 and Older
The May reading shows that after a drop in April, well-being among U.S. adults rose slightly by 0.77 points, landing at 54.74 by the end of the month. While this small positive shift does not erase the extent of April’s sharp decline, it does suggest at least a slight sense of optimism ahead of the peak summer travel season. And although well-being among adults 54 and younger showed marginal declines, a substantial 3.36-point uptick among adults 55 and older was enough to clinch a positive overall well-being outcome. This significant jump among the 55+ crowd likely stems from many looking forward to imminent summer travel plans focused on relaxation and time with loved ones.
Positive Emotions Trend Up
A look at the individual WBI components reveals the slurry of emotions that led to the overall modest rise in well-being. Both positive emotions increased, with a 2.58-point boost in excitement and a 1.20-point upswing in happiness. Among negative emotions, there was a strong sense of push-and-pull. Although fear fell by 1.78 points, stress rose by 1.47 points. Similarly, while sadness dropped by 1.28 points, worry increased by 0.73 points. This general back-and-forth created a mashup of component changes that ultimately led the WBI to land higher than the month before.
Well-Being Among LGBTQ+ Americans Continues To Lag Behind as Pride Month Begins
The calendar turns to June, marking the beginning of Pride Month, and CivicScience data show well-being among LGBTQ+ respondents rounded out May at 7.78 points below the Gen Pop at 46.96. However, this figure represents a 1.73-point increase from April, which was the low point for LGBTQ+ American well-being in 2026. Notably, this demographic is substantially more likely to report feelings of sadness, worry, stress, and fear than Gen Pop. However, they do over-index with excitement heading into Pride Month and summer.
In May, well-being offered a small uptick, led by a strong rise in both positive components, especially among older Americans. However, as Pride Month begins, the timing illuminates that well-being for some is not necessarily well-being for all–a fact that directly shapes consumer behavior. With uncertainty around the war with Iran ongoing and the current economic climate continuing to drive consumer cutbacks, only time will tell whether well-being will continue to skew positive, or if this was merely a blip on the radar. For businesses ready to stay ahead of the curve, the real-time insights available to CivicScience clients support an agile, future-focused approach in a capricious consumer landscape.
