1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESAMERICAN MINDSETAUGUST 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 August 14,2025.Distributed among a

2、 random sample of 800 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 PAS

3、T FOUR WAVESCONTINUED PESSIMISM AHEAD.Consumers pessimism continues to increase when it comes to the current state of the economy and looking to the future.Tariffs continue to be seen as driving more negative impacts than positive impacts.Consumers have“pulled up”select purchases,while tamping down

4、spend in other categories and looking for budget or second-hand alternatives to products.MIXED SIGNALS AS CONSUMERS WAIT AND SEE.Perceptions that the impact of tariffs will be negative are softening as price hikes have yet to materialize.Many consumers appear to be somewhat loosening the purse strin

5、gs to increase discretionary spending.At the same time,anxiety about the future US economy continues to grow.More consumers report not being able to afford their monthly expenses across income levels.CAUTIOUS STABILIZATION WITH PERSISTENT DIVIDES.Economic anxiety begins to cool,but Americans remain

6、split between those finding financial relief and those facing intensifying pressure.Personal financial outlooks diverge between improvement versus deterioration.Consumer spending reveals sophisticated priority management-protecting valued discretionary categories while aggressively trading down on e