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Well-being is one of the strongest indicators of consumer trends and behaviors. Especially during times of economic volatility and political turbulence, understanding how consumers feel–and what that means for how they move through the world–is invaluable data for businesses looking to stay ahead of the curve.
The CivicScience Well-being Index (WBI) gives an inside look at the fluctuating state of wellbeing and its impact across industries–from healthcare to celebrity endorsements and everything in between.
As the latest data show, well-being among U.S. adults 18+ equaled its highest point of the year in mid-July (56.61). However, since then, sentiment has shifted back downward to sit at 54.31, perhaps in relation to the full implications of the Big Beautiful Bill, which was signed on July 4th, coming to light, and the tariffs taking effect on August 1st. It’s also worth noting that the current figures are 2.61 points lower than they were this time last year–a sobering reminder of how far the state of wellbeing has–and hasn’t–come.
Adults aged 35-54 drove much of the recent decline with a nearly nine percentage point drop in well-being among this group (from 55.59 to 46.91). Given the onset of the tariffs this month, it’s possible that this group in particular is feeling the pinch.
What Do You Think? Which of the following best describes how stressed you generally feel?
Well-being, as a concept, has many components–each contributing to a deeper understanding of the American consumer. As the components shift, so too do behaviors. Notably, in the last week, CivicScience polling reveals that reported feelings of sadness have reached the highest rate in over a year, increasing by 4.97 percentage points, while happiness rebounded slightly, echoing figures last seen in the week of July 20th. Fear also increased by 3.97, while worry registered a 0.95-point uptick.
While the shifting rates of components provide a useful insight into how Americans are feeling on an emotional level, the real impact can be seen in how consumers adapt their spending behaviors in this climate. For example, those who have ‘very’ strongly felt fear in the past week demonstrate several unique behaviors that set them apart from the rest. For instance:
- More than one-third (34%) of those who have ‘very’ strongly felt fear in the last week say that they have already started their winter holiday shopping, nearly three times the percentage of those who did not fear at all (12%).
- Fear is highly correlated to celebrity endorsements, with 25% of those who have ‘very’ strongly felt fear in the last week indicating that they are influenced ‘a lot’ by celebrity endorsements of a product.
- Twenty-nine percent of those who have ‘very’ strongly felt fear in the last week say that they are ‘very’ likely to switch health insurance companies or obtain health insurance in the next year.
Additional data show that those who felt negative emotions were more likely to say they are ‘buying less’ due to higher prices, while those who felt positive emotions were more likely to say they are ‘buying as much as I used to, but it costs more because the prices are higher,’ once again demonstrating a key difference in the way these components impact the decisions Americans are making on a daily basis.
Take Our Poll: How often do you take an emotional wellness day for yourself?
The data provide context that underscores that ongoing uncertainty is far from limited to the economy. With the impact of the tariffs only just beginning to set in, ongoing political turmoil at home, and continued international conflicts all impacting the psyches–and the wallets–of American consumers, it will be key for businesses to remain agile and adjust in real time.
