4 Min Read
The latest trends in society and culture from The Harris Poll
Greetings from NYC, where we’ve been on the road speaking at ProcureCon US in Austin, and here yesterday with Libby Rodney at Alpha Accelerate AI Growth & Governance Summit.
One Interesting Number: 61: Sixty-one percent of American consumers say brands are too focused on their online marketing rather than IRL marketing events. Young shoppers, in particular, aren’t choosing between online and offline, or between new and vintage. They’re choosing it all, turning holiday shopping into a connected, omnichannel adventure, according to our latest holiday survey with Mastercard.
Blue Collar Jobs Rise with Gen Z
From white-collar status to reprioritizing hands-on work, physical jobs are suddenly more aspirational to Gen Z as AI threatens desk work.
- What we found: U.S. companies shed 2,500 jobs per week on average in the four weeks ended Nov. 1, with over half of employees worried about their job security (55%).
- The stat you can’t ignore: Over three-quarters (77%) of Americans say plumbers today have better job security than a product manager. Also, over a third of Gen Z (38%) believe skilled trades offer the best job opportunities for their generation today. Brandon Downer and Carter Smith founded Pink’s Window Services after being laid off from AI-driven corporate jobs.
- What to consider: Skills are the new career currency: Blue-collar workers express a stronger desire for learning partnerships than white-collar workers (ETS-Harris Poll).
What this means: Making things with your hands is becoming aspirational again, with “real work” being a new status symbol, along with the IRL trend (above).
Let’s Play Ball!
Today marks the inaugural draft for the Women’s Pro Baseball League and familiarity and interest are building.
- What we found: More than a quarter of Americans (28%) are familiar with the upcoming league, with over a third (39%) interested in following the opening season (Gen Z/MLS women and men: 49% and 60%).
- The stat you can’t ignore: A third (32%) of all Americans (not just women and girls) are tuning in more to women’s professional sporting events than to men’s, with similar viewership among Gen Z/MLS women and men (45% and 51%).
- What to consider: Nearly half of Americans (45%) will be watching women’s professional leagues even if they don’t have one in their own state.
What this means: Emerging leagues are a breath of fresh air for many American fans looking for something new to be part of. But women’s sports is also a win for investors and brands, with sponsorships growing (50%) faster for women’s leagues than for men’s, and exceeding return-on-investment expectations. Talk to our global President of research (and athlete herself), Jen Musil ([email protected]), to learn about our sports practice and sponsorships.
Young People Delegate Healthcare Open Enrollment to AI
American Zillennials (the eldest Gen Z and the youngest Millennials) are delegating their health insurance plans to AI, according to our latest survey with Justworks.
- What we found: About two in three zillennials (65%) trust AI more than figuring it out on their own when choosing health plans.
- The stat you can’t ignore: A quarter (23%) would rather wait at the DMV than go through open enrollment for health insurance. Also, (20%) would rather be stuck in a three-hour work meeting.
- What to consider: Health literacy, even among educated Americans, is notoriously low. It isn’t a comprehension issue so much as an understanding of how complex and confusing health plans are, leaving two in five (44%) acknowledging they don’t put much thought into choosing their insurance plan.
What this means: Categories matter when it comes to delegating vs. AI+me engagement. Clothing, skincare, cosmetics, and travel planning have high AI input, for instance. As more Americans rely on AI to help make their health insurance choices, they may find that their coverage does not adequately address their specific needs.
