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Today’s financial landscape is filled with noise, including attention-grabbing headlines that may shape consumer perceptions. In this environment, brands, advertisers, and media publishers must find a way to cut through the noise to reach the right audiences.
The CivicScience Consumer Financial Health Index (CFHI) offers insight into consumers’ self-reported financial outlook in response to world events, in real-time. This data provides decision-makers with the necessary knowledge to fine-tune messaging, anticipate spending behaviors, and remain clear-eyed in a market that is constantly evolving.
The latest monthly reading shows that consumer financial health continued its decline in November, dropping 0.65 points to 60.14. This is the lowest point the index has hit this year, a figure that has dropped 3.54 points since November 2024. This decrease in optimism was reported across nearly all age groups, but was most pronounced among adults aged 45-54. Only adults aged 55 and older saw a 0.91 point uptick.
Credit, Debt, and Savings Outlooks Drive the Drop
A look at the CFHI’s individual components in November reveals declines across the board, led by a rare drop in credit (-0.93 points). Savings and debt outlooks each fell by 0.88 points, with debt setting another yearly low in the process. Rounding out the decline, the investing outlook fell by 0.36 points, while the income outlook, which had driven declines in September and October, dropped the least at 0.28 points.
A continuation of the downward momentum of October, November’s CFHI dashed hopes of a quick rebound before the holiday season, in contrast to well-being. However, consumer behavior is constantly evolving, which means that a dynamic strategy is required to stay ahead of the curve. Brands and advertisers with insight into consumer-declared intent, like CivicScience clients, can better position themselves and their messaging to retain audience loyalty as clients look ahead to the new year.
