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CivicScience data has shown that 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, publishers, and advertisers looking to stay ahead of the curve.
The CivicScience Well-Being Index (WBI) gives an inside look at the fluctuating state of well-being to shed light on what may be impacting consumer behavior.
As the latest consumer-reported data show, well-being among U.S. adults 18+ has continued its steady decline, to 53.22, a slight 0.76 point drop since August and a more substantial 3.84 point drop since this time last year. Although overall well-being has vacillated throughout 2025, with a brief rebound in the summer, the current figures are the lowest recorded in the last 365 days.
With a steady flow of emotional, heavy, and stressful headlines, the month of September saw a variety of events that may have contributed to the continued decline of Americans’ well-being.
As was the case in August, those aged 35-54 continue to drive the drop, slightly outpacing Americans aged 18-34 and those aged 55+.
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Current consumer data paints a less-than-ideal outlook, as fear, stress, worry, and sadness are all at yearly highs. Since August, fear has increased the most (1.43 points), followed by sadness (1.23 points), stress (1.14 points), and worry (0.84 points). Although happiness and excitement also increased slightly last month, the bump wasn’t enough to compensate for the combined impact of increased negative emotions.
Compared to this time last year, stress has increased by over four points, while sadness and fear have both increased by over six points.
The data from the CivicScience Well-Being Index provides insight into the mind of the American consumer. And with well-being continuing to decline, it is increasingly essential for businesses, publishers, and advertisers to understand the key factors driving their customers’ behavior and how that will impact their bottom line.
Owning the world’s largest, real-time database of declared consumer intent, CivicScience helps advertisers and media companies reach the right audience with the right content at exactly the right time.
