5 Min Read
The latest trends in society and culture from The Harris Poll
Good morning from LGA, my third place.
One Interesting Stat: Cabo sounds like a good investment in this economy… In a new Nationwide-Harris Poll, more than four in ten Gen Z investors report feeling behind in their retirement savings goals. Their solution? Nearly a fifth (17%) say they are spending more on leisure.
We have four new stories this week:
- Are price wars overtaking the culture wars? (Axios Harris Poll 100).
- This morning’s tariff ruling may ease anxiety, but Americans remain greatly concerned about rising prices (Bloomberg-Harris Poll).
- Slow your roll, AI: Americans say, get it right the first time (Axios Harris Poll 100).
- The rise of #Beigefication, the danger of sameness in luxury travel. (Preferred Hotels & Resorts/Harris Poll).
Prices Over Politics: Axios Harris Poll 100
Prices – not politics – are driving most brands’ reputations in this year’s Axios Harris Poll 100 rankings, with the election in the rear-view mirror and tariffs and inflation top of mind.
- The big picture: The average polarization score – the gap between how Republicans and Democrats view a brand’s reputation – dropped to 2.55 points among the 10 highest-rated companies in this year’s survey, down from 3.4 a year ago.
- No. 1 ranked Trader Joe’s had a reputation score of 82.1 (D: 82.9; R: 81.1). Arizona Beverage Co. was the one brand in the top 10 for both parties (R: No. 3; D: No. 7).
- What we’re watching: eight in 10 consumers care more about how brands can keep prices down than their politics.
Takeaway: Are we now entering a post-polarization era? Brand politics and consumer culture wars could be paid attention to when the economy was doing better, but now the absolute dominant priority and attention is value.
American Discontent On Tariffs: Bloomberg-Harris Poll
This morning’s tariff ruling halts (or at least slows) some of the administration’s plans. However, Americans remained concerned in our new polling with Bloomberg.
- Over half of Americans (56%) say their household finances would be better off without the enacted tariffs, while (52%) say the benefits would not be worth their economic cost.
- Additionally, over two-thirds (69%) expect higher costs for everyday goods if the tariffs are imposed.
- And nearly half (49%) expect the tariffs to be bad for the economy, a larger share than the 30% that said the levies will be an economic boon.
Takeaway: Our polling was conducted before last night’s court ruling blocked the administration’s tariff enactment (autos, steel, and aluminum are still moving forward). Even after all the whiplash, consumers feel that higher prices are inevitable, as do many businesses, such as Walmart Inc., which say higher prices are on the way. Last week, we found that four in ten corporate reputations fell due to cost hikes. Businesses face a delicate balancing act, striking a balance between shareholder value and growing consumer dissatisfaction.
Americans Want AI To Slow Down: Axios Harris Poll 100
Mark Zuckerberg coined the phrase “move fast and break things.” And while the tech industry accelerates the deployment of AI, the American public wants a more methodical and cautious approach, in our latest Axios Harris Poll 100 reporting.
- Stunning stat: More than three-quarters of Americans (77%) want companies to create AI slowly and get it right the first time, even if that delays breakthroughs.
- It drops to (63%) of Millennials, but rises again to (74%) for Gen Z, the youngest, most digital – and most likely to be disrupted in terms of entry-level jobs.
- More Americans today than last year don’t find it essential for companies to integrate AI into their products and services (47%, +5 % points from May 2024).
- Even more (71%) say companies often overestimate their interest in AI-infused products.
Takeaway: CEOs, investors, and tech companies have pushed the narrative of a do-or-die AI race. However, new studies, including this shocking report of the impending wave of a white collar bloodbath, underscore why Americans would rather get AI right than get it first. Inflation is one thing, but AI-induced professional unemployment is a new unknown altogether.
It’s Not Easy Being Beige: Preferred Travel Group-Harris Poll
In our inaugural Luxury Travel Report with Preferred Hotels & Resorts, luxury travelers resist the “beige-ification” of travel for distinctive, curated experiences.
- Tickets are booked for 2025: Luxury travelers have, on average, eight leisure trips queued up for the year (three of which are international), with over half expecting to spend more than they did in 2024.
- But “Dupe culture” has flattened travel experiences: Nearly three-quarters say they won’t pay for luxury accommodations that feel generic, with 80% saying Instagram has created a “copy-and-paste” effect in luxury travel.
- Local curation and heritage are the new standards: four in five (89%) are interested in seeing local charm reflected in hotels, and over 90% seek experiences that immerse them in history and culture.
- Read the full report here.
Takeaway: The insta-damage to brand experience is a significant force in hotels and resorts, which need to continuously seek and uphold new standards to stay ahead of the “beige”. Luxury travelers are increasingly opting for authentic, handcrafted offerings that foster emotional connections. Brands that deliver highly curated, non-replicable experiences define affluent tastes, while others risk falling behind quickly.
