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The Story

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.

Latest Editions

  • Insights from SXSW, Gen Z’s Evolving Relationship with TikTok, What Matters for Hispanic Voters in Texas, and Investor Tax Expectations

    What's The Story behind the latest research? The Harris Poll helps you turn insights into strategic business impact.
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    America’s Past-times; Global English Skills; Parent Confidence Index; Gen Z Self-Taught Skills

    Cross-border fandom, global communication barriers, workplace benefit revolutions, and the self-taught skills economy.
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    Chinese Automakers in the US; Our Global Sports Insights; The Price of Play; Gen Z Dating; Opt-Out Economy

    This newsletter provides a front row seat to The Harris Poll’s latest research, industry trends, and brand case studies.
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    Brand Bowl 2026; Staff to Storytellers; Gen Z & Millennial Brand Tracker; Retirement Regrets

    Brand Bowl 2026: The Brands To Watch On February 8th, we sang along with Coinbase, hung out with sitcom favorites at Dunkin’, and laughed with “Justaguy” Guy Fieri. Which Super Bowl LX commercials stuck with you? The Harris Poll’s QuestBrand released the sixth annual Brand Bowl report to measure the Big Game’s impact on advertising […]
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    Big Game Edition: Celebrity Spokespeople; What Viewers Want From Ads; America’s Largest Social Ritual; Football Fever

    Welcome to a special “Super–Edition” of The Story. This bonus issue covers The Harris Poll’s latest research on Sunday’s Big Game. Discover how celebrity spokespersons impact brand perception, why the Super Bowl continues to be America’s biggest social ritual, and how many employees are likely to call out sick with football fever. See how we […]
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    The Joy Rematch; Confidence In Business Index; Gender & Financial Confidence; Gen X Retirement Saving

    The Joy Rematch: What Do Sports Fans Want? A recent Harris Poll report, The Joy Rematch, finds a significant ‘joy gap’ between the experience sports fans have and the experience they want. This gap is even wider among key growth demographics, including Gen Z, non-fans, and parents of Gen Alpha. What do sports fans want? […]
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    Middle Market Resilience, The 2026 Marketing Shift, Why We Travel in 2026, the State of Maternal Health, and Beyond the (Light)Bulb.

    Middle Market Resilience: Entering 2026 With Cautious Optimism Confidence in America’s middle market firms is rebounding after a period of uncertainty. The latest RSM Middle Market Business Index (MMBI) conducted by The Harris Poll in partnership with the U.S. Chamber of Commerce, climbed to 131.5 in Q4 2025, a notable increase from 123.3 in the prior quarter. This renewed optimism is largely driven by […]
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    The Holiday Budget Bind; Generosity by Design; AI as a Leadership Tool; The Healthcare Paradox

    As 2025 comes to a close, we wanted to share a heartfelt thank you for being a part of The Harris Poll family this year. Your curiosity inspires the work we do, and we are grateful for the opportunity to explore the trends that shape our world together. From the entire team at The Harris […]
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    The Age of Dissonance; The Physical Reset in Marketing; World Cup 2026 Brand-First Wins; Food as Medicine; Pathways for Working Learners

    The Age of Dissonance: Why Americans Feel Excited and Uneasy at the Same Time New Harris Poll research reveals a profound cultural tension shaping consumer mindset: Americans feel energized by possibility but increasingly uneasy about the speed and sameness of modern life. Our latest findings show the public is looking for stability, authenticity, and experiences […]
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    Retail Trends and Holiday Behavior; Homeownership’s New Milestones; Parks and Well-Being; Gen Z’s Money Mindset

    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, […]

  • Holiday Cheer and Rising Costs; Canada’s Most Trusted; Burnout to Breakthrough; Reading the Market’s Mood

    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 […]

  • The Great Wealth Shift; Visual-First Workflows; EV Demand Evolves; Breast Cancer Myths; Community-Driven Retail

    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 […]

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Article • 4 min Read

The Visual Economy, The State of Maternal Health, Closing the Gap in Cancer Care, Legal Teams and the Value Creator Shift,  Debt Stress Updates

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 Great Wealth Transfer; Boomers Love Poppi; AI’s Role in Gaming; Debt Stress Hits All Incomes; Nurses & Financial Wellness

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

Navigating the AI Trust Gap; Millennials vs. Gen Z on Drinks; Smart Pricing Models; Gen Z Brand Breakouts

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

Skilled Trades Report; Medicare and Retirement; Breastfeeding Challenges; 20 Brands Catching Baby Boomers’ Attention; IBS Remains a Burden

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

Brands Catching Gen Z's Attention; Harris Poll AutoTECHCAST; 2026 World Cup Athlete Partnerships; The Fertility Gap; TV Pharmaceutical Ads

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; The Future Of Travel; Tech In Small Businesses; Conversations With John Gerzema

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 […]

Keep your finger on the pulse with the latest trends in business, culture, and more.



Article • 4 min Read

State of Beverages 2025 Trend Report; How Does Gen Z Shop?; Restaurants Are Losing Business By Not Answering The Phone; Should Workers Adapt To Company Culture?

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 Return Of Touch"; Federal Student Loan Borrowers & The Credit Fallout; Working Parents Prioritize Child Care Benefits; Marketing Leaders Are Pivoting

“The Return Of Touch”: Consumers Want More IRL Brand Engagement – Quad-Harris Poll 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: […]

Article • 4 min Read

Tariff Retail Report; Rollback Of The Federal EV Tax Credit; 20 Brands Catching Gen Z & Baby Boomers' Attention; Nostalgia For Childhood Summers; Father’s Day: 10 Brands That Appeal To Dad

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 […]

Article • 4 min Read

How To Win With Summer Travel; Best OTC Health Products; Axios Harris Poll Top 100; Empowering Women In Maternity Care; Brand Innovation Sparks Loyalty

Summer Vacation Travel: United Boosts Purchase Intent With An Upgraded Experience – Brand Story  According to a Harris On Demand survey on behalf of NerdWallet, 44% of Americans plan to take a summer vacation this year – roughly 117 million travelers. Nine-in-10 summer travelers are willing to pay up for certain perks, including more convenient […]

Article • 4 min Read

Maternal Mental Health & Postpartum Care; QSR & Fast Casual Report; Podcast Advertising Effectiveness; Ulta Beauty & Cécred Partnership

A Call For Improved Maternal Mental Health & Postpartum Care Yesterday we celebrated Mother’s Day, recognizing a group of women who often put their own needs second to those of their family. All too often mom’s well-being is overlooked – starting as early as pregnancy and postpartum. Recent findings from The Harris Poll’s 3rd Annual […]

Article • 4 min Read

What Do Moms Want?; The Sandwich Generation's Threatened Retirement; A Lesson From Gap With Gen Z; Consumers Abuse Return Policies

What Do Moms Want This Mother’s Day? Self-Care, Delight & Support. Somehow, we have made it to the end of April – just two weeks out from Mother’s Day! As families make cards, purchase flowers, and prepare to celebrate mom, we employed data from QuestBrand by The Harris Poll to see what 10 brands out-perform with […]

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