4 Min Read
The latest trends in society and culture from The Harris Poll
Good morning from La Guardia, my home away from home.
One Interesting Number: 72. Seven in ten Gen Z and Millennials (72%) say niche communities are where it’s at in culture today. Brands might go deeper into these passionate communities, whether vintage, Esports, BeautyTok, Discord/Reddit groups, and everywhere fans gather.
The Illusion of Affluence
“Six-figure earners are ‘living the illusion of affluence’ while working side hustles, skipping meals, and pretending Venmo’s not working,” in our new poll with FORTUNE:
- What we found: Nearly half (46%) of Americans earning $200k+ in personal income (top 10% of earners) now rely on credit cards to make ends meet, with (80%) having used credit recently, not for rewards, but because they ran out of cash.
- The stat you can’t ignore: Six figures. Side hustles. Skipping meals: Dollar Tree reports the majority of new customers earn $100,000+. Walmart’s seeing six-figure earners flooding its pickup lanes and its e-commerce platforms.
- What to consider: “The corporate playbook has become More revenue from fewer people,” writes our CSO Libby Rodney. But here’s what nobody’s calculating: When EVERYONE pivots to the same 10%, you’re not accessing a goldmine – you’re entering a cage fight for an increasingly fragile, overwhelmed, and selective audience.
What this means: The top 10% of earners now account for 49.2% of all consumer spending – a historic high, up from 43% in 2020. But think about what’s actually happening here, reports Libby. “Every brand – from luxury to QSR – is now targeting the same narrow slice of Americans. That’s not market expansion; it’s market compression. These affluent consumers can’t buy everything from everyone. They’ll splurge, yes, but selectively. They’ll choose their battles. And increasingly, they’re choosing Walmart.”
Entrepreneurial Escapism
Business ownership might be the solution to your career worries. In our new poll with Entrepreneur’s Source, Americans now see it as key to future-proofing their careers.
- What we found: (71%) of Millennials and (68%) of Gen Z see business ownership as key to hedging AI-related career disruption.
- The stat you can’t ignore: Puppy Sphere, a multimillion-dollar business with over 13 locations and more than 200 employees, was created by Francesca Albo and Lea Burbidge Izquierdo, commiserating over corporate slog at a dog park.
- What to consider: Two-thirds (64%) of American parents now consider financially supporting their child’s business a smarter investment than paying college tuition.
What this means: A growing number of younger workers starting in their careers have already soured on the expectations of a traditional nine-to-five. They’re opting out of systems they believe are misaligned with their values or outdated. These generations aren’t just rejecting rigid work structures; they’re questioning the very premise of employer power. Could the term “employer market” become obsolete? Potentially.
Let Them Eat #Wholesomecore Cake
As 2025 comes to a close, many are seeking out moments of joy and connection, and for some, cake is integral to the celebration.
- What we found: Most Americans (86%) are working to pause and appreciate simple moments that bring them happiness.
- The trend you can’t ignore: Accomplishment cakes are a refreshingly new, positive trend in which people stick toothpicks into cakes labeled with a personal win from 2025. One video alone had over 3.8 million views, with hundreds and hundreds of cakes flooding social media feeds with joy.
- What to consider: There’s a role for brands in the #wholesomecore movement. Over three-quarters of Americans want brands to help them have fun again (79%) and help them “stop and smell the roses” (78%).
What this means: Consumers want brands to know that every moment is worth celebrating. “As people seek out more wholesomeness and joy, brands can meet the moment by creating experiences that help them feel good, slow down, and connect,” writes Harris’ Marie Aloi. In a time when Americans are engaging in shame-free joy (53%) but are stuck with retailers and brands that feel all too generic (67%), reality-rich, wholesome engagement may just be your 2026 differentiator.
