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1、01US CONSUMER NAVIGATOR American MindsetAPRIL 2025ABOUT THIS STUDYSurvey Methodology The survey was conducted by dentsu via an online research panel The survey was fielded April 9,2025 Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older Controls for nationally represe

2、ntative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)020303WHERE WEVE BEEN:THE PAST FOUR WAVESJANUARYFEBRUARYMARCHAPRILPESSIMISM TOWARDS THE PRESENT AND THE FUTUREThe assessment of the current economy has significantly worsened.After an

3、 upward trend in the Fall,optimism towards the direction of the economy has also decreased.Optimism about personal finances has also worsened.In particular,Millennials whose finances have possibly taken a greater hit during the holidays report that their ability to afford necessary expenses is decli

4、ning.DEEPENING DIVIDE IN ECONOMIC EXPERIENCE63%of consumers say the economy is in not good or terrible shape.45%of Gen Z and 46%of Millennials feel positive about the economy,compared to just 29%of those over 45.Consumer spending patterns reveal selective targeting rather than wholesale cuts.Persona

5、l finance outlook shows signs of stabilizing,with 46%expecting their situation to remain the same.INCREASING ECONOMIC PESSIMISM AMID UNCERTAINTYConsumers feel increasingly gloomy about the state of the US economy.Looking ahead to the next 12 months,economic anxiety is increasing.However,increased ec

6、onomic anxiety is not(yet)impacting personal finances,which remain steady month over month.Different generations and HHI groups are experiencing unique financial situations.BRACING FOR IMPACT52%of consumers expect more pain than gain from tariffs,while just 25%feel the impact will be net-positive.Co