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WHY BELONGING IS THE NEW BRAND LOYALTY FOR FINANCIALLY SQUEEZED CONSUMERS

IPSOS DATA DROPS

Your three-minute briefing on what business leaders need to know about today.

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KEY TAKEAWAYS:

Across income levels, Americans are under financial pressure: According to Ipsos data, 7 out of 10 of Americans are living paycheck to paycheck, and 65% are seeking ways to reduce their spending.
Identities and values still drive spending: Despite these financial constraints, a majority (68%) of Americans say they prefer brands that reflect their personal values.
More Americans are embracing “Nouveau Nihilism”: 64% of Americans say they “live for today because the future is uncertain” — part of a trend Ipsos calls Nouveau Nihilism. That’s a 12-point increase from 2013, with significant implications for brands across sectors.

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1. Americans are under financial pressure, with groceries and housing as the top stressors

Rising interest rates, increasing housing costs, tariffs, growing income inequality, and stagnant wages have left more Americans feeling resource-restricted in 2025. This economic uncertainty is expanding and creating widespread consumer distrust.

In an Ipsos segmentation of American adults by their financial mindsets, groceries and housing ranked as the most challenging expenses across all income levels. Groceries are an even more stressful expense for those who describe their finances as "comfortable" or "tight,“ while those in "very difficult" situations struggle most with housing costs.

Source: Ipsos Financial Anxieties Study, fielded July 2025 among 1,400 U.S. adults

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2. Americans’ economic uncertainty extends to their retirement plans

Among older Americans, the economic anxiety is particularly acute. Between inflation, political instability, and changes in Social Security policies, more than 4 in 10 (44%) non-retirees lack confidence that they’ll have enough money to retire at their planned age.

That uncertainty is impacting how they spend and save today. Among those who have adjusted their lifestyle or finances, three in four (73%) have made cuts to their discretionary spending , while half have delayed major purchases (49%) or cancelled a subscription (45%).

Source: Ipsos Thrivent Financial Retirement Expectations Survey, fielded July 29 – Aug. 12, 2025 among 2,317 US adults. Question by 750 U.S. adults who answered yes to “Have you adjusted your lifestyle or financial plan for retirement due to the economic environment within the past 12 months, or not?”

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3. "Nouveau Nihilism" is emerging in response to economic anxieties

“Nouveau Nihilism” is a feeling of futility driven by economic uncertainty. This "live for today" mindset, embraced by 64% of Americans in 2025 is a complex response to a world where social media augments desire while financial pressures mount.

What consumers buy can define their identity, build social currency and provide approval — which can outweigh budgetary concerns. Brands must offer joy, financial education, and non-judgmental approaches, while balancing immediate gratification with long-term value.

Source: Ipsos Future of Indulgence survey conducted Aug. 13-14, 2025, among 1,120 U.S. adults

“I got a flight to Puerto Rico because I'm going to see a Bad Bunny concert, [and] altogether, it ended up being about a thousand dollars … It was something that I had to make sacrifices for. [But] I would do it again. It was worth it to me.”

- White/Hispanic female with “tight” financial mindset

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4. Despite economic challenges, people prioritize their personal values

“It's important to me because I want to know… Is everyone welcome that looks like me?” – 31, Black female

“It's very important for brands to share my values so that I make sure I'm not spending money with people that don't agree with me…I'm not just buying anything or buying things that don't support my culture.”

– 23, Black/Hispanic, Disability+ male

“I think it's really important for me to see my culture and background represented in brands ... I was one of those people who did boycott [a retailer] because they didn't want to really honor our culture.”

– 29, Hispanic, LGBTQ+ and Disability+ female

Source: Ipsos Financial Anxieties Study, fielded July 2025 among 1,400 U.S. adults

When consumers are financially crunched, how and how often they shop may shift — but their brand values and preferences persist.

In practice, that often means consumers are more likely to reduce or eliminate spending in areas not tied to their identity, community, or culture.

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WHAT’S NEXT:

As Americans face more financial pressure and cut back on key expenses, aspirational messaging can ring hollow. To build trust, brands should focus on authentic, transparent, and judgment-free solutions that understand and align with struggling consumers’ practical and emotional needs.
Under these conditions, successful strategies will offer financial flexibility. Brands can provide both immediate gratification and long-term value through accessible pricing and payment options.
Now more than ever, companies should invest in underserved community access and explore intersectional consumer needs to build authentic relationships and unlock new growth opportunities.

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TO LEARN MORE, CONTACT:

Janelle James

SVP, Head of Cultural Intelligence at Ipsos U.S.

Janelle.James@ipsos.com

Shelley Yang

Senior Director, Creative Excellence Shelley.Yang@ipsos.com

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