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New Soccer Stars Make For Better Marketing, Many Americans Choose Pets Over Kids, and Good Finances Are The New Dating Unlock
The latest in trends and society from The Harris Poll
Hello from smoky, hazy NYC.
One interesting number: 72. The little things in life do matter – like crispy French fries. Three-quarters (72%) feel soggy fries should be considered a food crime.
Where Are The Fresh Football Faces?
With soccer fandom heating up in the States, Americans want new players in marketing campaigns instead of the same big stars over and over again.
- What we found: Three in five Americans (60%) believe brands should be spotlighting new soccer players to discover instead of the ones already famous.
- The stat you can’t ignore: Norway’s Erling Haaland gained more than 22 million Instagram followers during their World Cup run. Cape Verde goalkeeper Vozinha’s rise even surpassed Tom Brady at 17.4 million (up from 50k originally).
- What to consider: Move over Messi and Ronaldo. Nearly half (47%) of World Cup viewers are tired of seeing the same few soccer players in marketing campaigns.
What this means: With lesser-known footballers, brands are transcending sponsorship by tapping into the sport’s true meaning. Over three-quarters (78%) say the best World Cup ads celebrate the sport’s history, culture, and fan passion – not how U.S. soccer fandom is still catching on.
Why Americans Pick “Fur Babies” Over Kids
Skipping dates to spend more time with your dog? Trading self-care for a cat birthday budget? Many Americans prioritize pets — in some cases over relationships, children, and personal spending, according to our State of Pets Study with USA TODAY.
- What we found: Four in ten Americans (40%) would choose pets over children (v. just 21% choosing kids).
- The stat you can’t ignore: Globally, pets outnumber children under 15 by more than 2 million in Japan, where the pet industry alone is valued at approximately $12 billion.
- What to consider: In a time where homeownership is out of reach, and kids are too expensive, over half of Gen Z/Millennials (55%) have thought about building a life around pets instead of having children.
What this means: “For a generation drowning in economic uncertainty, pets have become the most rational way to build a family,” writes our CSO Libby Rodney. “Pets are where all brands need to be playing right now, because even when discretionary income is tight, even when they’re in debt, Gen Z and Millennials are still splurging on their pets.”
Poor Money Habits Are a Dealbreaker in New Relationships
The biggest obstacle to a second date in our new poll isn’t bad chemistry, but excessive gambling and other poor money habits.
- What we found: Three in five Americans (60%) say poor money habits are a dealbreaker – with excessive gambling/risk-taking being the biggest red flag.
- The stat you can’t ignore: There’s a number in mind when dating. Of those who say income is important, the average ideal partner income is $139k/yr.
- What to consider: While most Americans (72%) believe couples should discuss finances before getting married or moving in together, a fifth of couples (19%) admit they didn’t before hitting those milestones.
What this means: The unemployment rate for Gen Z (workers aged 16 to 24) is approximately 8.3%, which is roughly double the national average. So younger Americans in serious relationships are valuing “financial compatibility” over traditional markers like emotional chemistry, physical attraction, and shared interests. For many singles, being in a relationship isn’t worth it if their partner can’t get their money habits in order.
