5 Min Read
The latest trends in society and culture from The Harris Poll
Good afternoon from Nice, where I just landed for the marketing palooza kicking off tomorrow with IRG’s Cannes Summit and our week at Sport Beach 2025. (If you’re here, please let me know.)
One Interesting Insight: Our CSO, Libby Rodney, recaps the PTTOW leadership conference in her latest Substack. I loved the idea of reframing volatility as a chance to seize a jump ball opportunity and live beyond your title.
We have four new stories from our polling this week:
- More Americans believe that trade schools and upskilling are more valuable than a traditional university degree.
- What you drink shows your age in our inaugural report with Keurig Dr Pepper,
- And while school is out for the summer, concerns about literacy rates are on teachers’ minds.
- Workplace turnover is causing a significant brain drain for some companies.
Americans Say Skip College For Trade School: ASA-Harris Poll
Maybe AI can’t reach a plumber’s job security? Trade and vocational schools have a higher ROI, say Americans in our new survey with the American Staffing Association.
- A greater percentage of Americans would advise high school graduates to attend a vocational or trade school (33%) rather than a four-year college or university (28%).
- Interestingly, older Americans nudge graduates toward vocational careers, according to Boomers (41%), Gen X (37%), and Millennials (31%). Gen Z was the only cohort that recommended a four-year degree (36%) over attending a trade or vocational school (22%).
- A smaller number suggest grads enter the workforce (13%) or find an internship (11%).
- Traditional universities are under the gun: Aside from the campus politics and threatened halt of federal grant money, ETS and Harris found that (80%) globally believe that new skills and credentials will be as valued as a traditional university degree by 2035. Three-quarters (75%) believe AI will disrupt their future career.
Takeaway: “The time has come to radically rethink how we’re preparing America’s future workforce,” said Richard Wahlquist, chief executive officer at ASA. “Americans are concerned that colleges and universities are failing to equip students with the workplace-relevant skills that employers need.”
Your Drink Tells Your Age: Keurig Dr Pepper-Harris Poll
We released the State of Beverages 2025 Trend Report with Keurig Dr Pepper, highlighting that generational shifts are reshaping our beverage culture.
- Coffee is non-negotiable: Over half (52%) of Americans reach for coffee first thing, with three in five (59%) saying they’d rather skip breakfast over a cup of joe.
- Flavors drive choice: Three in five (59%) say “new flavors” motivate them most to try new beverages.
- Gen Z is leading beverage exploration: Nearly three-quarters of Gen Z (72%) are trying new beverages monthly (v. all Americans: 44%), and more than half choose beverages to “stand out.”
- Sips are even sought for wellness: Most Americans (82%) say drinking their favorite beverages helps restore their mental health.
Takeaway: “Today’s consumers don’t just drink to hydrate – they drink to energize, indulge, connect, feel comforted, express themselves, and more,” said Tim Cofer, CEO of Keurig Dr Pepper. “Our inaugural trend report makes clear the essential role beverages continue to play in consumers’ everyday lives and strongly indicates that Americans, led by the younger consumer, are seeking even more personalization, variety, and better-for-you options than ever before.”
Teachers Sound The Alarm On Literacy: Nemours Children’s Health-Harris Poll
COVID is five years behind us, but early-grade teachers are seeing firsthand a literacy skill crisis in our new survey with Nemours Children’s Health, featured in K-12 Dive.
- Over four in five (84%) of early elementary teachers are concerned about the literacy skills of students entering their classrooms.
- Notably, as teachers report, on average, only half of K-3 students entering the classroom meet grade-level reading expectations.
- Many teachers feel ill-prepared to tackle the literacy crisis: Only a quarter (26%) are highly satisfied with the literacy tools they have, while two in five (41%) report that available literacy programs lack engaging content.
Takeaway: Early literacy isn’t just an academic concern; it’s a public health issue. Approximately 90% of a child’s brain development occurs before the age of 5. Children who are not reading at grade level by the end of first grade have only a 10% chance of catching up by the end of fourth grade.
The Big Brain Drain: Express Employment Professionals-Harris Poll
While many American workers are increasingly concerned about their employment, many companies are preparing for a potential rise in employee turnover, as noted in our study with Express Employment Professionals.
- Nearly two in five U.S. hiring managers (39%) expect turnover at their company to increase this year – a notable jump from a third (33%) in 2024.
- Turnover costs businesses an average of $36,723 annually in expenses, including the costs of rehiring and lost productivity. For a fifth of hiring managers (20%), the salary rises to $100,000 or more per year.
- Among those anticipating increased turnover, some reasons include better pay and benefits offered elsewhere (34%), more appealing company cultures elsewhere (24%), feelings of being overworked (24%), better perks or advancement opportunities elsewhere (22%), and even lack of remote work options (19%).
- Over two in five (43%) hiring managers planning to hire in 2025 say the need to replace employees lost to turnover is a key driver in their hiring plans.
Takeaway: “Employee turnover isn’t just a staffing issue, it’s a financial one,” said Express CEO Bob Funk, Jr “Companies that want to stay competitive must be intentional about retention. Which means building a workplace where people see long-term value, not just in compensation, but in leadership, clarity of direction, and the opportunity to contribute meaningfully.”
