1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESAMERICAN MINDSETMAY 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administered on May 8,2025.Distributed among a random

2、 sample of 1,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)M E T H O D O L O G Y3PART OF THE DENTSU CONSUMER NAVIGATOR SERIESWHERE WEVE BEEN:THE PAST FOU

3、R WAVESDEEPENING DIVIDE IN ECONOMIC EXPERIENCE.63%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.Pers

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

5、d economic 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 IMPACT.52%of consumers expect more pain than gain from tariffs,while just 25%feel the impact will be net-positi

6、ve.Consumers economic anxiety is increasing as they look to the next 6-12 months.While many consumers especially higher income are feeling financially secure,worry is growing.There are signs consumers are“pulling up”certain purchases ahead of tariffs while doubling down on“substituting”behaviors.CON