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Tariffs: Consumers Show Cautious Optimism Amid Ongoing Concerns
After enduring several years of high inflation, American consumers are concerned about tariffs and frustrated with increasing prices. In a recently released report, we synthesized data from multiple 2025 Harris Poll surveys to present a comprehensive picture of how consumers think about tariffs and the businesses that are raising prices in response. A few key stats:
- Most Americans expect higher price tags: 60% expect tariffs to raise prices.
- Many worry that tariffs will harm the economy: 66% think the U.S. economy will take years to recover from the tariffs.
- Consumers are quick to blame companies: 39% blame businesses for their economic hardships – only 30% blame the government.
- Is that price hike really necessary?: 63% of consumers believe companies are taking advantage of the economic climate to boost profits.
How can businesses overcome consumer mistrust? Our report explores three key pillars that can help brands overcome skepticism and reconnect with consumers – Transparency, Empathy, and Connection. Download the report to learn what embracing these pillars could look like for your company.
Navigating The Rollback Of The Federal EV Tax Credit
Since 2008, U.S. consumers and electric vehicle (EV) manufacturers have benefited from a Federal EV Tax Credit. By lowering the upfront costs of purchasing an EV, the tax credit encouraged faster EV adoption.
The House’s passage of the “Big Beautiful Bill” proposes eliminating the current $7,500 tax credit. A recent report from our Corporate Reputation team explores how this move could negatively impact consumers’ EV purchase intent:
- EV purchase consideration has tripled over the past 10 years from roughly 13% (2013) to 31% (2025) of consumers who say that they are “very” or “extremely likely” to purchase an EV.
- Federal tax credits (21%) are a top reason cited by current EV owners for owning an EV, falling just behind having a positive environmental impact (34%) and a 10-year battery warranty in most states (25%).
- Without the EV tax incentive, 24% of consumers who are at least somewhat likely to consider purchasing an EV would strongly reconsider (or no longer consider) making that purchase.
- Older generations most often prioritize the federal tax credit – 23% of Baby Boomers (versus 14% of Gen Z/Young Millennials) cite the tax credit as one of their top three reasons for purchasing an EV.
Check out the full report for more insights into how the elimination of EV tax credits could impact consumer sentiment and demand for EVs.
20 Brands Catching The Attention Of Gen Z & Baby Boomers – Ad Age-Harris Poll
Two recent Ad Age-Harris Polls use data from QuestBrand by The Harris Poll to rank the top 20 brands by quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28) and the top 20 growth brands among Baby Boomers (ages 61-79).
A sneak peek at the top six growth brands among Gen Zers from Q4 2024 to Q1 2025 are listed below:
- Audi (1st) and BMW (6th) benefited from Tesla’s fall from grace as consumers reacted to Elon Musk’s recent political involvement: “As backlash against Musk intensified, younger consumers began looking for brands that still signal innovation without the baggage. Audi and BMW didn’t just gain on merit; they stepped into the space Tesla left behind.” – Justin Pincus, Managing Director of QuestBrand
- Discover why secondhand apparel marketplace Depop ranked 4th on this quarter’s list! Hint: Gen Z loves all things vintage.
See below for the brands that top Baby Boomers’ list:
- With Redfin, Century 21, and Zillow all making the top 20 – real estate was clearly on Baby Boomers’ minds in Q1. According to QuestBrand’s Justin Pincus, this “may point to downsizing, relocation, or simply the comfort of browsing listings.”
For more generational insights and the full list of brands, check out the rankings on Ad Age: Gen Z tracker, Baby Boomer tracker.
Curious how different generations perceive your brand? Request a QuestBrand demo to discover how our data can help you better understand your customer.
Americans Are Nostalgic For Their Childhood Summers – Instacart-Harris Poll
While summer doesn’t technically start until June 20th, many of us are already in a summer state of mind. According to a Harris Poll conducted by the Harris On Demand team on behalf of Instacart, 79% of Americans who were kids in the 1990’s (ages 30-49) say they often reminisce about their childhood summers. Here’s a quick look at why so many of us are catching 90’s summer nostalgia:
- What’s so appealing about the 90’s?: Consumers most often cite the lack of smartphones and social media (53%), the movies (49%), the music (42%), and the TV shows/sitcoms (40%).
- Step away from the screens: 51% of Americans say minimal time in front of screens is an aspect of their childhood summers they would want their kids or younger family members to experience.
- Enjoy a taste of childhood: 64% of Americans want their kids or younger family members to experience the summer treats they loved as kids.
- Do I hear the ice cream truck?: 62% say ice cream reminds them of their childhood summers. See below for the most ordered ice cream flavors on Instacart:
Father’s Day: 10 Brands With High Brand Equity Among Dads
With Father’s Day less than a week away, we analyzed QuestBrand data to identify 10 standout brands that strongly appeal to American dads. What connects the brands on this list? Most tap into dad’s favorite hobbies, allowing him to kick back and relax:
As you prepare to celebrate dad, check out these stats into dad’s favorite pastimes to know what makes him tick:
- Video game enthusiasts: 61% of men say that they play video games at least once a week (Harris Poll).
- Grill masters: 75% of dads agree that there is no better way to spend Father’s Day than grilling with their family (Custom Research team on behalf of Omaha Steaks).
- Finance fanatics: men more often than women used positive feelings like “optimistic” (30% men vs 25% women respectively), “positive” (32% vs 21%) and “content” (22% vs 17%) to describe their financial situation over the past 12 months (Harris On Demand team on behalf of AICPA).
- Family time wins out: 44% of dads wanted quality time with loved ones for Father’s Day (Custom Research team on behalf of Omaha Steaks).
Want to know how you can uncover these sorts of granular insights about your target consumer? Request a demo to speak with our team of knowledgeable researchers and storytellers.
