1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESAMERICAN MINDSETNOVEMBER 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 November 11th,2025.Distributed a

2、mong a 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:T

3、HE PAST FOUR WAVESCONTINUED UNCERTAINTY.Economic sentiment shows minimal movement,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 strategi

4、c spending decisions aggressive cuts to food spending and trading down on essentials while protecting other discretionary categories,such as fitness or electronics.WARY TODAY,CAUTIOUSLY OPTIMISTIC TOMORROW.Economic sentiment shows minimal movement,however,future optimism jumps 5 points to 42%.54%of

5、consumers can afford all monthly expenses(up 5 points),driven by middle-income households.Post-summer normalization sees targeted cuts across both discretionary expenses and essentials.Continued protection of valued categories like travel,signaling calculated bets rather than panic cuts.A STEADILY B

6、LEAK PRESENT DOESNT UNDERMINE OPTIMISM TOWARDS THE FUTURE.Economic sentiment continues to be negative,but consumers outlook is optimistic.51%of consumers can afford all monthly expenses(down 3 points),driven by high-income households.Looming end-of-year expenses inspire targeted cuts across both dis