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The end of the year makes for a natural time to look back and reflect upon the year that was. Throughout the year, we saw established habits evolve amid new market pressures and emerging technologies, such as Gen AI. While the headlines moved fast, CivicScience data focused on the underlying sentiment driving those changes. Before we turn our attention to 2026, the year-end provides the opportunity to revisit some of our most-viewed content and popular trends from 2025.
Check out five CivicScience studies that were among our most viewed of the year:
1. Tariffs and Economic Uncertainty: Consumers Adjust Spending Amid “Liberation Day”
The introduction of sweeping tariffs on what was known as “Liberation Day” in April initiated a period of pronounced economic uncertainty, with almost immediate effect. CivicScience’s real-time survey data pinpointed how rapidly consumer behavior shifted, with 31% of U.S. adults reporting that they were either likely to accelerate or delay purchases to mitigate the impact of price increases. We explored who was most likely to prioritize what, and in which product categories consumers were most likely to buy before any price hikes (food, apparel, and pet supplies). Of course, much has changed since then, but the study is a stark reminder of a longtime CivicScience mantra, “everything affects everything.” See the full study.
2. The Energy Drink Consumer: A Unique Force in 2025 Health & Wellness
CivicScience data from January found that more than 8 in 10 U.S. adults reported drinking at least one caffeinated beverage per day. While coffee is no doubt a key driver, the data also show that energy drinks are carving out a role of their own that should not be overlooked, with 34% of respondents drinking them in at least some frequency. CivicScience data revealed that the energy drink fan is a highly distinct audience who are more likely to prioritize other energy drink factors, such as flavor variety and sugar content, ahead of the amount of caffeine. This group also demonstrated an alignment with key health trends, including high participation intent in Dry January and strong engagement in various forms of exercise. Open a can of energy drink insights here.
3. Generative AI Gains Ground: Adoption, Loyalty, and Use Cases
Generative AI continued to solidify its footing in the daily life of the average American in 2025, with approximately 40% of U.S. adult consumers reporting some form of usage by May. CivicScience polling revealed the usage rates of leading platforms, such as ChatGPT and Google Gemini, as well as which generations use them for personal versus professional tasks. We also learned that a significant portion of respondents are loyal to one platform. Read the full report.
4. The New Normal in Moviegoing
The shift in movie-watching behavior became more pronounced in 2025, with most U.S. adults preferring the convenience of home viewing. CivicScience survey data identified the two biggest reasons people stayed home more often, notably a lack of interest and the cost of ticket prices. This study also uncovered unique generational differences in these concerns. Despite this, a small, passionate group of power users who attend monthly or more persist, still valuing the theatrical experience. This is particularly pertinent today, given the potential merger between Netflix and Warner Bros. Discovery. Explore moviegoing insights here.
5. Gen Z and the Social Media Influencer Effect
Social media has evolved beyond being just a platform for connecting with others to become a significant e-commerce engine, particularly for Gen Z (18-29). More than half of Gen Z adults (56%) reported making a purchase based on an influencer’s social media recommendation, representing a 12-point increase from 2024. We also examined how spending habits differ between those who follow influencers and those who don’t. Discover the trends.
