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The Harris Poll’s Thought Leadership team in partnership with Quad, reveals a striking shift in consumer behavior – Americans are eager to step away from their screens and connect with brands IRL. A few key findings from “The Return of Touch Report: Reimaging Consumer Engagement in 2025“:
- A desire to unplug: 81% of Gen Z says they often wish they could disconnect from digital devices more easily.
- Print isn’t dead: 71% of consumers say that print catalogs or magazines feel more authentic than digital campaigns.
- Tactile matters: 66% of consumers say that touching and physically interacting with products is the most enjoyable part of in-person shopping.
- In-person interactions spark loyalty: 71% say that experiencing a brand in a physical store deepens their connection and loyalty to it.
- Brick-and-mortar magic: 79% of consumers say that while online shopping is efficient, it lacks the magic of an in-person find.
Takeaway: “Young people are actively seeking what screens can’t deliver – serendipitous human connection. The businesses winning with Gen Z and millennials are the ones helping them reclaim serendipity and genuine human moments in a world that’s optimized those experiences away.” – Libby Rodney, Chief Strategy Officer, The Harris Poll
Craving more breakthrough insights? Team up with our Thought Leadership researchers to stay ahead of the curve.
How Are Federal Student Loan Borrowers Navigating The Credit Fallout? – Credit Karma-Harris Poll
After years of uncertainty, federal student loan borrowers are once again feeling the pressure. Payments that were paused in 2020 resumed in late 2023. As of May 5, collections on defaulted loans are back in motion. A recent Harris On Demand survey on behalf of Intuit Credit Karma, sheds light on how this shift is affecting borrowers nationwide:
- Borrowers are struggling to repay debt: 24% of federal student loan borrowers say they are delinquent or in default on their student debt.
- Credit scores take a dip: 72% of delinquent or defaulted federal borrowers say their credit score has declined as a result.
- Student loan stress: 58% of federal borrowers say that their student loan debt is the biggest financial stressor that they face today.
- Debt is impacting borrowers’ personal lives: 30% of Millennial borrowers say they have delayed major life milestones (e.g., buying a home, getting married, starting a family) because of their student loan debt.
- A seemingly impossible task: 60% of federal borrowers are worried they will never be able to pay off their student loans.
Takeaway: “Millions of student loan borrowers are under tremendous financial strain as they balance rising living costs with their debt obligations. Missing payments doesn’t just create short-term stress – it can have long-lasting effects on credit scores, limit access to future credit, and even impact housing or employment prospects.” – Courtney Alev, Consumer Financial Advocate at Intuit Credit Karma
Working Parents Prioritize Child Care Benefits – Kindercare-Harris Poll
Kindercare’s sixth annual Parent Confidence Index dives into how American parents think about child care and work-life balance. With nearly 50 million Americans raising children under the age of 14, this group represents a significant portion of the workforce-juggling the daily demands of parenting alongside their careers. Here are a few standout insights from The Harris Poll survey – conducted by the Thought Leadership team:
- Are employers aware of employees’ child care struggle?: 61% of parents feel there is a disconnect between employers and child care support.
- Employees want financial support: 76% of parents believe employers should offset child care costs for their employees.
- HR is overlooking a key benefit: 72% say HR constantly talks about employee benefits but barely talks about child care benefits.
- Child care anxiety takes a toll: 60% of working parents believe that if they had consistent access to high-quality child care coverage, they would be able to be more present as a parent.
- Parents will stay at their job for child care: 60% of parents say they would stay in their current job if it offered subsidized child care.
Takeaway: As the cost of living, and child care, continues to climb, parents are placing greater importance on child care benefits. Increasingly, working parents expect their employers to help shoulder this significant financial burden. Far from a perk, child care support is quickly becoming a strategic advantage for companies looking to attract and retain top talent.
Marketing Leaders Are Pivoting Due To The Economic Landscape – Madison Logic-Harris Poll
During this period of economic uncertainty, B2B marketing leaders are being forced to rethink everything. That’s why Madison Logic teamed up with our Harris On Demand team to uncover how these marketing decision-makers are evolving their strategies to stay ahead. Below are a few standout insights – read the full article for the complete story:
- Marketing teams aren’t standing still: 96% of B2B marketing leaders say their company’s marketing strategy is changing due to the challenging economic environment.
- What are some of the most common changes?: Creating and attending more events (61%) and investing more in AI tools for lead generation, content creation, and analytics (57%).
- How are teams using AI: B2B Marketers are using AI to predict future market trends with more accuracy (50%), improve data management and measurement (50%), and to make more personalized, targeted video content (49%).
- An increased focus on thought leadership: 90% of marketing leaders say their company encourages all team members (not just senior leaders) to invest time and resources into being thought leaders with consistent LinkedIn posts, op-eds, and conference participation.
Takeaway: “It’s no surprise that the current economic environment is shaking up how and where B2B marketers are investing their time and resources. Marketers are under more pressure than ever and searching for any and all ways to gain a competitive advantage.” – Madison Logic CEO Keith Turco
Looking for more B2B insights? Request a demo with our Harris On Demand team to learn about our unique B2B On Demand offerings.
