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As 2025 comes to a close, we wanted to share a heartfelt thank you for being a part of The Harris Poll family this year. Your curiosity inspires the work we do, and we are grateful for the opportunity to explore the trends that shape our world together.
From the entire team at The Harris Poll, we wish you a peaceful holiday season and a happy new year.
The Holiday Budget Bind: A Trust Opportunity for Brands
Harris Poll research for the American Institute of CPAs (AICPA) shows that as the holidays approach, consumers are planning to celebrate but are bracing for financial pressure. While households are scaling back, many still expect to carry debt into the new year, creating a clear opportunity for brands to earn trust by helping them plan, control costs, and avoid regret.
- The Planning Gap: One in four holiday shoppers say they make a budget but do not expect to actually follow it, a figure that rises to one in three for younger adults (18 to 34).
- Debt is Expected: Nearly half of planned holiday spenders expect to take on debt, and more than half of those using credit cards do not expect to pay their balance in full right away.
- Coping with New Tools: To manage costs, 36% of consumers expecting to take on debt are turning to flexible tools like “buy now, pay later” plans.
Main Takeaway: Holiday spending is a source of significant financial stress. Brands that actively help customers manage their budgets with transparency, clear planning tools, and responsible payment options will build loyalty that outlasts the season.
Generosity by Design: Donors Who Plan Their Giving Give More
As the year-end giving season continues, Harris Poll research for Vanguard Charitable reveals a powerful trend: charitable giving is on the rise, and intentional planning is the key factor fueling larger donations. While three in four Americans gave to charity this past year, those who budget for it give significantly more, creating a clear pathway for nonprofits and financial platforms to help donors amplify their impact.
- Giving is Growing: The average amount donated rose to $1,394 over the last year, a 29% increase from 2024, with 30% of donors reporting they increased their total giving.
- Budgeting Multiplies Impact: Donors who include charitable gifts in their budget gave an average of $3,001, more than triple the $808 average from donors who did not budget.
- Planning is the Gateway: Nearly half of donors who budget (43%) increased their giving in the last year, compared to just 17% of donors without a budget, showing that a plan is a direct driver of greater generosity.
Main Takeaway: Charitable giving is becoming more intentional. The greatest opportunity for impact lies not just in encouraging generosity, but in providing the tools, guidance, and structure that help people give with a plan.
Beyond Productivity: How Young Leaders Are Using AI to Manage Staff
For emerging leaders, generative AI is already a standard part of the toolkit. Harris Poll data for Google Workspace reveals that young managers are moving beyond simple productivity hacks and are actively using AI to improve communication, collaboration, and even their own leadership skills. For organizations, this signals a fundamental shift in how modern teams work, driven from the bottom up.
- Adoption is Mainstream: 82% of young leaders are already using AI tools at work, with the youngest cohort leading the charge. 93% of Gen Z leaders use two or more AI tools every week.
- The Killer App is Communication: A significant majority (88%) see AI as a crucial tool for mastering the right tone in their writing, and 70% use it to draft emails or handle difficult messages.
- A Tool for Better Leadership: 86% of young leaders believe AI can help current executives become better leaders, and 79% are keen to use it to strengthen their own management skills.
Main Takeaway: For the next generation, AI is a core part of the leadership playbook. The strategic opportunity is to embrace it as a catalyst for better communication, smarter collaboration, and more effective management training across the organization.
The Healthcare Paradox: Insured But Unable to Afford Care
Harris Poll research for Nationwide reveals a troubling contradiction in American healthcare: while most people have insurance, many cannot afford to use it. Rising medical costs are forcing even insured families to make dangerous tradeoffs, skipping preventive care and jeopardizing their long-term financial security. This growing crisis presents an urgent call for insurers, employers, and financial advisors to improve cost visibility and protect access to care.
- Care is Being Avoided: The financial strain is forcing difficult choices, with two in five insured Americans (41%) reporting they have skipped or avoided healthcare appointments in the past year due to cost.
- Financial Fragility is High: The pressure is exacerbated by a lack of financial buffer. Nearly one-third of Americans (31%) say they could not afford an unexpected $500 medical bill without going into debt.
- Retirement is at Risk: Today’s anxieties are casting a long shadow, with 73% of Americans listing out-of-control healthcare expenses as a top concern for their retirement years, fearing a single health event could derail their savings.
Main Takeaway: The line between health and financial wellness has all but disappeared. As rising costs force dangerous tradeoffs, the most trusted brands will be those that provide cost transparency, protect access to preventive care, and integrate long-term health planning into every financial conversation.
