电通（Dentsu）：2025年9月美国消费者心智调研报告（英文版）（22页）.pdf

1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESAMERICAN MINDSETSEPTEMBER 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 September 3,2025.Distributed am

2、ong a random 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:

3、THE PAST FOUR WAVESMIXED 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 strings to increase discretionary spending.At the same time,anxiety about t

4、he 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 split between those finding financial relief and those facing intensif

5、ying pressure.Personal financial outlooks diverge between improvement versus deterioration.Consumer spending reveals sophisticated priority management-protecting valued discretionary categories while aggressively trading down on essentials.CONTINUED UNCERTAINTY.Economic sentiment shows minimal movem

6、ent,with Americans maintaining recession fears.Nearly three-quarters continue planning spending changes due to tariff concerns,signaling persistent uncertainty about trade policy impacts.Consumers continue to make strategic spending decisions aggressive cuts to food spending and trading down on esse