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With continued economic uncertainty and recent tariff policy and action developments, the financial outlook for U.S. consumers remains complex. In our recent webinar, presented by CivicScience Founder and CEO John Dick, we explored fresh data on consumer well-being, shifting consumer behavior, its impact on current and future spending and what it means for brands with the summer travel season fast-approaching.
Here’s a preview of the webinar’s key findings—learn how to access an exclusive clip from the presentation and an insight tailored to your business. Discover what you missed by clicking here.
1. Gen Z is the most optimistic generation
The CivicScience Emotional Well-Being Index is trending up after months of declines, likely boosted by warming weather and the recent deal to pause higher tariffs with China. Still, the longer-term outlook on how consumers feel about the future is trending downward so far in 2025. But despite a common narrative painting a bleak future for Gen Z and younger Millennials, especially around homeownership, data shows these younger adults are actually the most optimistic group, with lower levels of pessimism and uncertainty than older generations. Millennials show more concern, reflecting economic pressures on their age group, but the longer-term outlook for younger generations remains positive.
Weigh in: How concerned are you, if at all, about economic uncertainty in the US right now?
2. COVID déjà vu in travel
Air travel hesitation is starting to feel familiar. The share of Americans who don’t plan to fly in the next six months has risen sharply since this time last year, nearing levels seen in 2021 when COVID was still disrupting travel. But despite the lack of a pandemic, many are pulling back, driven more by economic uncertainty than health concerns, with recession fears playing a growing role in travel decisions.
Let us Know: Are you planning on flying anywhere soon?
3. Time to play hardball
Economic uncertainty often brings a spike in consumer switching behavior, and right now is no exception. As people look for ways to stretch their dollars, switching propensity is rising across multiple sectors. One key area is smartphones: the share of Americans considering switching their current device in the next 90 days has jumped from 15% to 22% since February. While still a minority overall, it marks nearly one in four smartphone users looking to switch, highlighting a critical window for brands to gain market share and lure customers from competitors.
Use this Data: CivicScience clients use real-time data like this to track emerging churn risks and seize the moment to convert undecided customers.
While consumer confidence may have leveled off for now, uncertainty continues to drive shifting behaviors and open doors for brands ready to act. Consumers are increasingly open to trying new products and switching brands across categories. This isn’t the time to scale back marketing efforts; it’s a critical moment to go after competitors’ customers and gain market share. With the environment evolving quickly, agility remains essential for those looking to stay ahead.
This webinar session is the second in our ongoing series focused on uncertainty. Don’t want to miss out on our next edition in the webinar series? See the schedule by clicking here.
