The Redirection Economy

While chaos continues to dominate the news cycle, Americans are fundamentally rewriting their relationship with spending. 

“The Redirection Economy”

While initially documented as “The Opt-Out Economy,” our latest research reveals something more permanent. With a perfect storm of three forces colliding – sustained economic anxiety, looming recession fears, and growing human rights concerns – we’re now witnessing what we call “The Redirection Economy.”

This isn’t temporary protest purchasing. It’s calculated economic leverage with billions in spending being deliberately redirected. 

“The Loyalty Divorce”

What’s most striking is what we’re calling “The Loyalty Divorce.” Consumers strategically withdrawing financial support from brands they once loved, creating a kind of consumer grief where both shoppers and retailers feel the sudden break in relationships. And, unlike previous boycott cycles, consumers aren’t planning to come back.

In the video below, watch Harris Poll CEO John Gerzema and CSO Libby Rodney break down the 10 key insights from our research that show why this consumer rebellion has staying power.