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As seen in the most recent reading of the Economic Sentiment Index, which looks at outlook on a macro level, consumer mindsets can shift on a dime. While Americans’ assessment of their personal financial health has not swung nearly as dramatically as their overall economic outlook, there are nuances beneath the surface that CivicScience can pinpoint in the latest run of the Consumer Financial Health Index.
After a brief, likely holiday-inspired bump in consumer financial outlook in December, the index saw a very slight 0.06 decline in January, dropping to 61.18. It’s been a similar script of ups and downs for the CFHI, though it finishes January 3.21 points below where it stood in January 2025.
A deep dive into the CFHI reveals that four of the five individual components increased slightly from December. Leading the increases was debt outlook, which has seen its first streak of two consecutive month-over-month increases in more than a year, thanks to a 0.77 rise throughout January. However, in a less positive sign, overall CFHI growth was offset by a 1.3-point decline in income outlook.
Consumer-declared data among Americans with a worsening income outlook highlights why this matters for brands and advertisers. While they generally align with the Gen Pop in the steps they take to improve their financial health, they are notably more likely to turn to private-label brands and reduce clothing and personal care spending to improve their financial situation.
While the CFHI has shifted little so far in 2026, the data show that broad economic indicators can often mask the specific factors that drive or stall a purchase. CivicScience can help clients in any industry bridge that gap, offering a real-time look into the consumer’s wallet before they even hit the checkout.
