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Webinars Worth Your Time: Understanding the Age of Dissonance
Join Harris Poll CEO John Gerzema and CSO Libby Rodney this Thursday, November 20, as they explore how AI, identity, and changing values are rewriting the rules of engagement for modern brands.
This dynamic new session will help leaders understand the cultural signals shaping consumer expectations, offering guidance on how to stay relevant, differentiated, and connected in a rapidly shifting marketplace.
What’s Now and What’s Next: The Age of Dissonance
November 20, 2025 | 1:00 PM ET
Holiday Readiness: What Retailers Need to Know Now
As holiday campaigns are rolling out, retailers face a landscape shaped by inflation, tariffs, distracted digital shoppers, and rising expectations for seamless omnichannel experiences. Our retail snapshot helps marketers understand how Americans are really shopping online, and what motivates them to convert.
With both online and in-store shopping nearly universal, the gap is narrowing. But online buyers behave differently and require new forms of engagement:
- 86 percent of adults shop online sometimes or very often
- Free shipping, convenience, and product availability are the top online drivers
- 59 percent leave items in their carts to think before buying
- 38 percent multitask while shopping online, making attention harder to capture
- One in three shop online for entertainment, especially Gen Z and Millennials
Takeaway: Holiday strategy must account for fragmented attention and delayed decision-making. Retailers that anticipate digital hesitation and re-engage shoppers thoughtfully are best positioned to convert wish lists into purchases.
The New Starting Line: Why Homeownership Now Defines Adulthood
In partnership with Coldwell Banker, The Harris Poll reveals a powerful shift in how Americans view the milestones of adulthood. Homeownership is no longer simply a financial aspiration. For many, it has become the gateway to marriage, family, career decisions, and even personal autonomy.
Younger generations are restructuring their lives to accommodate rising affordability barriers:
- 71 percent of aspiring homeowners are delaying a major life milestone
- Nearly one in five are postponing marriage or having children
- More than half of first-time buyers do not expect to own a home until age 40 or later
- 84 percent are willing to make concessions to buy, including side jobs or relocating
- One in three would consider co-buying with friends or coworkers
Takeaway: Homeownership now shapes identity as much as financial planning. Brands that understand the emotional weight of this milestone can better support younger buyers navigating delayed adulthood.
Cash Is Cringe: How Gen Z Is Rewriting Money Culture
A new Harris Poll study for Cash App uncovers a generational shift in how young Americans save, spend, and build financial identity. Gen Z wants to be financially responsible, but lacks access to tools and transparency that help savings grow. Digital-first habits, mobile banking, and early financial education shape how they navigate the economy.
Their relationship with money is practical, emotional, and evolving quickly:
- 90 percent of Gen Z workers are learning new financial skills
- Nearly half do not know if their savings accounts earn interest
- 77 percent would save more if they could earn interest easily
- One third describe cash users as out of touch or cringe
- 68 percent are interested in investing, and 55 percent are curious about crypto
Takeaway: Gen Z wants guidance, not gatekeeping. Brands that offer clarity, high-yield tools, and digital control can become trusted partners in the next generation’s financial life.
Originally featured as a spotlight in America This Week, this story continues to signal important shifts in Gen Z financial behaviors. Stay connected with additional weekly insights in America This Week.
Travel Counts: How Americans Are Getting Smarter About Holiday Trips
As families prepare for another season of holiday gatherings, the latest Harris Poll research for NerdWallet shows that travel remains a top priority, even as costs climb. Americans are finding creative ways to reconnect without compromising financial stability.
This year, emotional value matters as much as price:
- 45 percent plan to spend on flights or hotels, averaging $2,586 per traveler
- Nearly one in three still carries debt from last year’s holiday travel
- 37 percent say travel matters more than exchanging gifts
- 91 percent are taking steps to save, including off-peak flights or staying with loved ones
- 29 percent plan to use AI tools for budgeting or trip planning
Takeaway: Despite rising costs, connection is still the priority. Travelers are mixing digital tools with practical habits to make holiday trips meaningful without sacrificing financial well-being. Interested in more? Explore additional insights on how Americans are spending and saving this holiday season.
Interested in more? Explore additional insights on how Americans are spending and saving this holiday season.
