Economic pressures, in part caused by conflict in the Middle East, along with questions about leadership have given American consumers more complexity to navigate. Affordability, rising everyday costs, and US foreign policy are already influencing how people think, plan, and act. To drive growth, brands need predictive intelligence that shows where consumer sentiment is heading before spring and summer demand peaks.
Resonate will release its next Consumer Trends Report in mid-April. This report will provide a deeper focus on consumer spending, consumer sentiment, and what they mean for brands and their agency partners. You’ll find answers about Americans’ top concerns for the next six months, how they feel about the national and their personal financial situations, and much more. But before we do, let’s take a look at the state of the consumer in light of simmering global tensions and disruptions at home.
Will Consumers Travel for Spring and Summer 2026?
For travelers thus far, it’s business as usual. 49% of consumers say they don’t plan to go anywhere in spring, while 37% are intending to relax at home instead of traveling during the summer. While these numbers might seem large, they don’t represent a departure from Resonate’s insights over the last few months.
What Are Americans’ Most Pressing Concerns Right Now?
Consumers are worried about the following:
- 41% corruption in the US government
- 40% poor leadership in the US government
- 39% healthcare costs or debt
- 37% rising fuel/oil/energy prices
These are Americans’ top four most pressing concerns. Geopolitical concerns, including terrorism and nuclear threats, rank significantly lower, cited by fewer than a quarter of Americans (22%). When asked directly about US involvement in the Israel-Iran conflict, 39% said the US should let both countries settle their own disputes, and 30% weren’t sure what they think. The data points in the same direction: Consumers are focused on what affects them at home. Global events register, but affordability and domestic leadership are what’s driving concern right now.
The full Resonate Consumer Trends Report will be available in mid-April. In the meantime, our data experts are ready to talk now. To learn more about how to use predictive consumer intelligence to shape winning strategies and campaigns, schedule a consultation today.
