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As Mental Health Awareness Month comes to a close, it offers a moment to assess how Americans are coping with the emotional strain of daily life. While recent CivicScience Well-Being Index data shows signs that people may be adapting to ongoing economic uncertainty, the story of mental well-being is far from straightforward. Stress and anxiety continue to ripple through the population, revealing both a growing demand for mental health support and shifting attitudes toward therapy and coping methods. In a world where people continue to face mounting emotional challenges, it’s increasingly important to understand how they practice self-care and, in turn, how that connects to broader shifts in consumer behavior.
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Americans – largely Gen Z – feel the need to disconnect from everyday stress, with many turning to binge-watching streaming content.
According to CivicScience data, nearly 80% of U.S. adults have experienced some form of stress within the past week. Of those, 46% report feeling the need to mentally “check out” or escape from stress on most days or more, including 26% who say they feel that need every day. The urge to disconnect is especially prevalent among Gen Z adults (51% of those aged 18-29 feel the need to disconnect the majority of the week), low-income households (often overlapping with younger age groups), and women.
When it comes to managing that stress, Americans are most likely to turn to passive or comforting activities—such as binge-watching streaming content, getting extra sleep, and eating comfort food. While less common, a significant portion also engage in behaviors like gambling (online or in-person), increasing alcohol or cannabis use, and retail therapy.
The rise of talk therapy has slowed in recent years, with cost and insurance coverage remaining barriers to seeking support even among high-income earners.
Therapy continues to play a key role in how Americans care for their mental well-being. As of now, 10% of U.S. adults report currently being in therapy, while another 13% say they haven’t tried it but are interested. An additional 27% have experience with talk therapy but aren’t using it currently. These figures have remained relatively steady since 2023, but mark a clear upward trend over the past few years. Most notably, the share of Americans currently in therapy has doubled since 2020, reflecting the sustained emotional toll that many have continued to face since the pandemic.
Unsurprisingly, younger Americans are more open to therapy than older generations. Gen Z adults are more likely to report currently being in therapy or interested in trying it. In contrast, Baby Boomers are about three times more likely than Gen Z to say they have no interest in talk therapy at all. The generational divide highlights shifting attitudes toward mental health care and a growing normalization of therapy.
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Even as interest in talk therapy grows, access and comfort remain key challenges. Among those not currently in therapy, 46% say they don’t feel the need for it right now, though that share has declined across all income groups since 2022. Meanwhile, 15% say they don’t find therapy helpful, and a growing number report that they don’t feel comfortable speaking with a therapist—a view most common among Gen Z adults and lower-income households.
Affordability continues to be a roadblock, even for those with higher incomes. Sixteen percent of U.S. adults, including 18% of those in households earning under $100K, cite cost and limited insurance coverage as obstacles to accessing therapy. That percentage has risen by 33% among the general population since 2022. Notably, cost concerns have also increased by four points among high-income earners (over $100K), reflecting the broader financial pressures shaping access to care today.
Use this Data: CivicScience clients have access to real-time insights like these, which help them track key consumer behaviors over time and how they impact different segments.
Stress and mental “check outs” are clear indicators of purchasing behaviors like switching brands, splurging, and shopping online vs. in-person.
As reflected in CivicScience’s Well-Being Index, negative emotions have a measurable influence on consumer decision-making, shaping spending habits, brand loyalty, and shopping preferences. The latest data reveal several clear patterns in how stress and mental “check outs” are showing up in consumer behavior:
- People who feel the need to mentally “check out” are nearly twice as likely to splurge on themselves compared to those who don’t, with expensive meals being the most common form.
- Stressed Americans are 70% less likely to say they’re loyal to their favorite brands, signaling that emotional strain may drive more switching behaviors.
- Fifty percent of Americans “checking out” from stress daily are at least somewhat likely to switch health insurance companies or obtain health insurance in the next year.
- Those reporting stress levels over the past seven days are twice as likely as those not stressed to use Buy Now, Pay Later programs.
- Consumers who “check out” mentally from stress are 20 percentage points less likely to shop in person, opting for online shopping experiences instead.
As emotional strain continues to shape how people navigate daily life, stress and the need to “check out” are becoming deeply ingrained in modern routines. These behaviors reflect a broader cultural shift, as people seek stability, relief, and a sense of control amid ongoing uncertainty. Meeting these needs, through things like open conversations and better access to affordable care, will be key in helping people navigate today’s shifting economic and societal landscape.
