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In this issue, we share 4 findings with 1 thread: When the system stops working, people find workarounds.
- Witches and money: 4 in 10 young Americans are consulting witches for major financial decisions. Magical thinking is a rational response to a broken system.
- Housing: Half of Americans say housing costs have put their lives on pause. For brands, this is a trust story.
- Women leaders and AI: 87% of women leaders have seen AI go wrong when people are deprioritized.
- The rise of Curling: Yes, really. Gen Z and Millennials are the sport’s fastest-growing fans, and early movers won’t be paying a premium to get there first.
Witches, Lottery, and Logic
In the first episode of “So, Get This” Podcast, The Harris Poll’s John Gerzema and Libby Rodney dig into why 4 in 10 young Americans are consulting witches for major financial decisions.
Discover:
- Why young people are choosing magical thinking over conventional financial advice – and why that makes total sense.
- What “Lottery Over Logic” means for how businesses communicate value and trust.
- Why you need to stop selling certainty to people who’ve never experienced it.
- How to reach an audience that’s traded optimism for a different kind of hope.
LISTEN TO THE ‘SO, GET THIS’ PODCAST
The Great American Housing Freeze
Half of Americans say housing costs are putting their lives on pause. Our latest housing report shows a market in standstill:
- 77% of Americans would rather stay put than face today’s mortgage rates. And 63% don’t believe homeownership will become affordable again even if rates drop. The freeze isn’t thawing.
- 64% of Gen Z say housing shapes their life choices more than their career does. For business leaders, that’s not a housing stat – it’s a talent strategy problem.
- 74% of Americans say they’re being forced to rent the American Dream back from investors. That level of frustration doesn’t stay targeted at hedge funds, it spreads to any brand perceived to be on the wrong side of economic fairness.
GET THE LATEST STATE OF REAL ESTATE REPORT
Women Leaders Are Defining the Human-Agentic Workforce
The leaders getting AI right aren’t the ones that are moving the fastest – they’re the ones who are leading wisely. In a recent study with Chief, we found:
- 87% of women leaders have witnessed negative consequences when AI is prioritized without parallel investment in people. That makes the human-AI balance a strategic imperative, not just an HR concern.
- 80% of women leaders are active players in their organization’s AI strategy, designing governance, building solutions, and shaping how humans and agents work together.
- 86% say their peer network is a competitive advantage in navigating AI strategy, and 84% have made smarter AI-related decisions because of insights from their community.
DIVE INTO THE FULL AI-AGENTIC STUDY
Curling’s Newfound Popularity
Curling’s audience is younger and more engaged than most people expect. New Harris Poll research for The Rock League shows where the real growth opportunity lies:
- Gen Z and Millennials are the sport’s growth engine: What hooks them differs significantly from older fans.
- Gen Z and Millennials are drawn to athletes and rivalries more than older fans: Making athlete-led storytelling and short-form content the most natural way into this audience.
- Curling’s “pretty chill” reputation isn’t a liability: 79% of Gen Z say when they find a vibe, they lean in. Awareness is low enough that early movers won’t be paying a premium to get there first.
