America This Week Wave 247

Pets Spending Insanity, The Great Digital Ad Backlash, Recycling is Still Confounding, and Chamber of Commerce Fanboys.

The latest trends in society and culture from The Harris Poll

Should airlines ban reclining seats? According to a new survey we conducted with La-Z-Boy in Newsweek, many Americans think so. Four in ten (41%) Americans would support a ban on passengers reclining their seats on domestic flights. To make the skies friendlier, La-Z-Boy has a PSA commercial urging you to recline at home, not on your flight.

This week, we have four new stories:

• Gen Z spends triple the amount of Boomers on pet care (and are going into debt).
• Viewers are fighting back against overly-intrusive digital ads.
• More Americans recycle but admit they probably still don’t do it right.
• Americans praise their chambers of commerce as key to their communities’ growth.

Gen Z, Millennials Willing To Go Into Debt For Their Pets: Newsweek-Harris Poll

With pet ownership rising, our Harris Poll Thought Leadership & Futures practice finds America is in a pet economy boom, driven by younger generations who are lavishing money, time, and attention on their four-legged children.

• The shifting definition of American family: (43%) of Americans would rather have pets than kids. And (82%) of pet owners see their pets as children. A third would trade $1,000 for more time with their pets.
• Pet care spending’s youth spike: Pet owners spend $4,366 annually, but younger owners spend more (Gen Z: $6,013; MLS: $5,150 v. Gen X:  $3,878; Boomers: $2,454).
• Seven in ten Gen Z and MLS have dedicated some of their budgets to their pets.
• Over half of pet parents are in the pet-tech ecosystem of GPS collars, specialized cameras, and viral dog-carrying backpacks.

• Yet pet-related debt is rising: About (24%) of all pet parents admitted being in debt due to pet expenses, increasing for Gen Z (29%) and Millennials (34%).
• More details are in Newsweek here and in our CSO Libby and MD Abbey’s Next Big Think! Substack.

Takeaway: Libby Rodney, CSO and futurist at The Harris Poll, told Newsweek that the findings made sense – younger people spend more than older generations because they view pets as a more integral role in their lives. However, seeing how much they would pay and go into debt surprised her. “Pets are becoming a persona or child-like experience in people’s relationships where finance and funneling of funds are going to them,” she said. She explained that people who care deeply about their pets view these spending habits as “selfless” splurges. It makes them feel like they are being responsible for their pets, leading to the pet debt phenomenon.

Digital Ad-Tastrophe: Eyeo-Harris Poll

Advertisers and consumers have had a grand bargain for decades: We’ll watch ads to consume content for free. But, according to our new survey with Eyeo in Fast Company, online ad fatigue tests that contract.

• More are concerned about intrusive ads than personal data: Across all devices or apps tested, online ads were the most frustrating problem to users, more than security or privacy concerns:

• New restrictions wanted: (89%) say there should be a limit to the number of ads shown and limits to their intrusiveness.
• Who should control the number of ads shown? (58%) said tech companies, while (49%) said brands and advertisers.
• Ad workarounds: Additional data from Eyeo shows that ad-blocker usage is up, increasing 11% between Q1 2022 and Q2 2023.

Takeaway: “A lot of our studies, including this one, show that people do not mind the advertising in exchange for free content,” says Jan Wittek, chief commercial officer at Eyeo. “The overwhelming majority say they’re okay with it. The question is what type of ads and what the ad experience is – nobody likes being bombarded with ads that fill 90% of the screen or have both video and sound on. Those are most hated, and the ones advertisers continue to use the most.”

We’re Still Not Sure If We’re Doing Recycling Right: Keep America Beautiful-Harris Poll

The Harris Poll joined Keep America Beautiful to ring the Nasdaq opening bell for America Recycles Day. Our research supporting Greatest American Cleanup® reveals the emotional and logistical barriers preventing many Americans from recycling effectively:

• Recycling creates frustration and anxiety: (33%) of Americans feel confused about what can and cannot be recycled (Gen Z/MLS: 42%), leading (41%) to throw items in the trash to avoid making mistakes.
• Recycling is also a source of tension at home: One in five (21%) say it has caused arguments, especially among younger generations (Gen Z: 37%, Millennials: 32%).
• Despite these challenges, (80%) believe individual recycling efforts make a difference. However, confidence is undermined by the perceived inadequacy of the system, with (63%) rating the U.S. recycling system a ‘C’ or lower and (22%) giving it a ‘D’ or ‘F.’

Takeaway: Americans care about recycling, but the emotional toll of confusion and guilt stifles their motivation. People are unlikely to engage in behaviors that make them feel bad, and the current patchwork of recycling rules across states and municipalities compounds the problem. Clear and consistent education is essential to reducing anxiety and increasing participation.

Communities Love Some Chamber Of Commerce: ACCE-Harris Poll

Our work with the Association of Chamber of Commerce Executives (ACCE) shows that the public’s perception of the impact of chambers of commerce on the prosperity of their communities is overwhelmingly positive. Here’s what we found:

• Four in five Americans (81%) said their local chamber of commerce is a trusted resource and business partner.
• Local chambers drive business and even the economy: Nine in ten (91%) believe their local chamber has an impact on growing local businesses, the local economy (90%), and addressing community challenges (88%).
• Business owners are fans of their local chamber, saying it supports their growth and prosperity (62%) and is a trusted partner (60%).
• Yet, there is room for chamber-business engagement: Less than half (47%) of business owners report that their business has ever been a local chamber of commerce member.

Takeaway: Most U.S. adults recognize the vast impact of their local chamber of commerce, including growing the local economy, addressing community challenges, and influencing laws and policies. Most agree that their local chamber is a trusted resource and partner for businesses and represents the collective voice of businesses in the community.