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With the second quarter of the year firmly in the rearview mirror and the third quarter well underway, what appeared to be a rebound of well-being in the spring may have been a red herring. Despite an optimistic increase in April’s reported well-being that carried into May, several recent events, such as conflict in the Middle East and the ongoing pressures of economic uncertainty, continue to weigh on Americans’ minds.
In these times of uncertainty, understanding emotional and mental well-being is key to identifying consumer behavior. The CivicScience Well-Being Index provides insight into current American feelings, which can indicate behavioral trends ranging from anticipated debt to switching behavior.
As the data show, continued volatility in the news cycle is reflected in the most recent Well-Being Index. In June, well-being among U.S. adults decreased overall, snapping a two-month streak of gains. Adults aged 35-54 demonstrated the largest month-over-month drop (1.75 percentage points).
This data supports an ongoing decline in well-being. In June 2024, well-being ranked at 57.64, a striking 3.67 percentage points higher than in June 2025.
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As the index components reveal, emotions in the last month skewed negative. While feelings of stress and sadness decreased, so did feelings of happiness and excitement. Meanwhile, fear and worry increased. It seems that Americans are swapping one set of emotions for another, with no break in sight for their well-being. And although the summer months often lend to fun and exciting travel, tariffs and uncertainty have dampened those plans for some and forced changes that could be hindering any growth among the positive emotions.
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In addition to showing American sentiment today, the WBI sheds light on unique consumer behaviors. Consider the following data, based on which feelings respondents have felt in the last week or so:
- Those who have felt fear ‘very’ strongly are more than three times as likely as those who haven’t felt any fear to expect to have more debt in the next six months.
- Nearly half of those who have ‘very’ strongly felt worried are at least ‘somewhat’ likely to apply for a new credit card in the next three months, compared to 28% among those who did not feel worried at all.
- Those who have felt strong feelings of happiness are also the most concerned about a recession in the near future, suggesting that even those experiencing positive emotions are carrying the weight of uncertainty.
- Those who have felt ‘very’ strongly excited are the most likely to have plans to travel in the next month.
- Eighty-two percent of those who have felt ‘very’ strong feelings of stress say that a brand’s social consciousness is important when making purchasing decisions, 30 percentage points higher than those who haven’t.
Use this Data: CivicScience clients rely on real-time data like this to gain clarity on how sentiment changes may factor into and/or lead to shifts in consumer behavior and larger trends among specific segments.
As political and economic news continues to unfold, the CivicScience Well-Being Index shows how external pressures shape the minds, emotions, and purchasing decisions of everyday Americans. With a rare back-to-back month stretch of increases in the overall WBI coming to an end, it’s clear that negative emotions currently have a stronghold on the American psyche.
As a result, it comes as no surprise that lower well-being has a trickle-down effect on consumer behaviors. From travel plans to the anticipation of a recession, emotions are largely intangible feelings that have a very tangible impact on how Americans choose to spend. And as the climate of uncertainty shows no signs of slowing down, understanding how consumers feel will continue to be key for navigating these tumultuous times.
