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When it comes to staying ahead of consumer behavior, CivicScience data has shown that well-being is a key indicator to watch. With a constant influx of news headlines triggering a range of emotional responses, understanding how consumers feel and the impact these feelings have on their spending decisions is essential for businesses, media publishers, and advertisers.
The CivicScience Well-Being Index (WBI) offers an in-depth perspective on well-being and the tangible ways that feelings can influence consumer spending, including switching intent, advertising preferences, and travel decisions.
The latest data through October reveal that well-being among U.S. adults 18 and older has dropped once again, continuing an overall downward trend, with a current standing of 52.68. This figure represents a 0.54-point drop since September, a 4.52-point drop since October 2024, and the lowest point in the last 12 months.
Adults aged 35-54 continue to lead the decline, with their well-being 0.92 points lower than that of those aged 55+. Meanwhile, Americans aged 18-34 saw a 1.28-point increase in overall well-being. While numerous factors can influence emotional well-being, it’s worth noting that October’s headlines, with ongoing coverage of the political standstill, healthcare changes, and access to certain government benefits, could be just a few of the many news stories taking a toll.
In terms of the components that make up well-being, sadness, stress, worry, and fear continue to hit yearly highs. Since September, worry has increased the most (1.73 points), followed by fear (1.13 points), sadness (0.86 points), and stress (0.35 points). This surge in negative emotions also canceled out an increase in feelings of excitement.
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As well-being continues its year-long decline, it’s clear that understanding the mind of the American consumer during extended periods of turbulent emotional sentiment is essential for those seeking to anticipate consumer behavior and preserve their bottom line.
With the world’s largest real-time database of consumer intent, CivicScience enables brands and publishers to deliver the right message to the right audience—exactly when it matters most.
