The Story is a bi-weekly newsletter that provides a front row seat to The Harris Poll’s latest research, industry trends, and cultural explorations. We break down the data, providing a look at the narrative behind the numbers.
Article • 3 min Read
Webinars Worth Your Time: Understanding the Age of Dissonance Join Harris Poll CEO John Gerzema and CSO Libby Rodney this Thursday, November 20, as they explore how AI, identity, and changing values are rewriting the rules of engagement for modern brands. This dynamic new session will help leaders understand the cultural signals shaping consumer expectations, […]
Article • 3 min Read
The Cost of Cheer: Why Americans Are Spending More To Feel Good Even with inflation weighing on wallets, Americans are determined to celebrate this holiday season. The latest Harris Poll survey with NerdWallet finds that holiday gift spending is climbing as consumers prioritize connection and small joys over strict budgeting. This year’s findings reveal surprising optimism: despite […]
Article • 3 min Read
How Inheritance Is Reshaping Financial Mindsets The largest wealth transfer in U.S. history is underway, and with it, a shift in how Americans think about money, family, and legacy. In this follow-up to our recent webinar, we explore how this $124 trillion transition is influencing financial behavior across generations. While many younger Americans expect to inherit […]
Article • 4 min Read
Webinars Worth Your Time: From Inheritance to Influence This October, The Harris Poll and Stagwell are presenting two insight-packed sessions on the forces shaping consumer behavior and brand risk. Learn more below and register for new data, expert voices, and strategic takeaways. The Great Wealth Transfer: How Inheritance Is Changing Behavior Oct 7, 2025 | […]
Article • 3 min Read
The $124 Trillion Shift: What the Great Wealth Transfer Means for Financial Services A once-in-a-generation shift in financial power is underway. Over the next 25 years, $124 trillion in assets will be handed down from Boomers and Silent Generation households to Gen X and Millennials. This seismic wealth transfer brings new expectations (and pressure) for […]
Article • 4 min Read
Curious but Cautious: Navigating AI’s Trust Gap Americans are intrigued by AI, but not fully convinced. Our latest QuestDIY study shows a mix of optimism and wariness: 48% say they use AI at least monthly, with top use cases spanning creativity (37%), entertainment (33%), and productivity (31%). Yet trust still lags, with 39% saying they trust AI […]
Article • 5 min Read
How Do Americans Think About The Skilled Trades? The U.S. is suffering from a severe shortage of skilled tradespeople. Simultaneously, college prices are higher than ever, making many Americans reconsider the value of attending a four-year university. Recently, The Harris Poll’s Corporate Strategy & Reputation team surveyed more than 2,000 U.S. adults to determine how […]
Article • 4 min Read
20 Brands Catching Gen Z’s Attention: Ad Age-Harris Poll A recent Ad Age-Harris Poll uses data from QuestBrand by The Harris Poll to rank the top 20 brands by quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). The top seven growth brands from Q1 to Q2 2025 are listed below. Surprised to see Ozempic on the […]
Article • 4 min Read
Soccer Fandom Surges In The U.S. Ahead Of The 2026 World Cup When you think of soccer powerhouses, Brazil, Argentina, Germany, Italy, or England probably top the list, not the United States. But that’s quickly changing. Soccer fandom is surging in the U.S., and the timing couldn’t be better: the World Cup is coming to North […]
Article • 4 min Read
Drink To Your Health – Keurig Dr Pepper-Harris Poll In partnership with Keurig Dr Pepper, The Harris Poll’s Custom Research team surveyed 4,031 U.S. adults to understand their beverage habits – what, when, and why Americans choose to drink. One key trend that emerged from this data – health. A significant portion of consumers are […]
Article • 4 min Read
The Harris Poll’s Thought Leadership team in partnership with Quad, reveals a striking shift in consumer behavior – Americans are eager to step away from their screens and connect with brands IRL. A few key findings from “The Return of Touch Report: Reimaging Consumer Engagement in 2025“: A desire to unplug: 81% of Gen Z […]
Article • 4 min Read
Tariffs: Consumers Show Cautious Optimism Amid Ongoing Concerns After enduring several years of high inflation, American consumers are concerned about tariffs and frustrated with increasing prices. In a recently released report, we synthesized data from multiple 2025 Harris Poll surveys to present a comprehensive picture of how consumers think about tariffs and the businesses that […]
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