These brands deserted Pride Month. It could cost them.
Harris Poll data on how LGBTQ+ inclusion shapes consumer trust and loyalty.
Insights & News
Consumer Trends
Article • 3 min Read
Crypto Goes Mainstream: 1 in 4 Americans Own It
Crypto holders no longer fit the stereotype. And their mindset signals what brands should expect next.
Article • 4 min Read
What We Learned at POSSIBLE 2026
7,500 senior marketers. Three days in Miami Beach. Five themes that will shape the rest of the year.
Article • 2 min Read
The EV Credibility Problem Just Got Harder to Ignore
70% of Americans say EV reversals suggest automakers misread the market.
These Couples Wanted to Have Children. Rising Costs Are Stopping Them.
Many couples who once imagined larger families are scaling back or remaining childfree.
Article • 2 min Read
The Great American Housing Freeze
Half of Americans say housing costs are putting their lives on pause.
Keep your finger on the pulse with the latest trends in business, culture, and more.
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Kids These Days: Phones, Freedom, and Friendship
The Harris Poll and researcher Jonathan Haidt asked kids one simple question: How do you actually want to spend your time?
Gen Z is turning their backs on social media except for this one app – and they don’t necessarily trust it
Findings from The Harris Poll’s TikTok Troubles: The Platform Gen Z Can’t Quit report.
Survey: 1 in 3 young adults bet on sports before turning 21
Findings from a Harris Poll survey on behalf of the National Council on Problem Gambling.
Two-thirds of Gen Z say they rely on self-taught skills to find a job
In a dire market, many workers may be banking on skills they teach themselves.
Tinder says Gen Z still believes in true love—they just want a soft launch first
Gen Z still believes in love, according to a new Tinder x Harris Poll white paper.
Why people are buying iPods again
Apple’s retired MP3 players are seeing a nostalgic resurgence.
Harris Poll Finds 'Opting Out' Of The Economy Has Become A Movement
New Harris Poll research finds that Americans are “opting out” of the economy in 2026.
More Americans than ever love being single. But they feel penalized for it by our financial system
How Gen Z Is Shaping the Next Generation of Dating Platforms
Highly attractive partners have ‘financial stability’—but these 4 money red flags doom a relationship, survey finds
Gen Z isn't quiet quitting. They're side hustling
Nearly half of Americans believe their financial security is getting worse, poll finds
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More Than a Getaway: New Data Reveals a Deeper Purpose for Travel in 2026
Findings from The Harris Poll for Marriott Bonvoy
Article • 3 min Read
The Holiday Budget Break: Brands can Help Consumers Avoid Debt
Findings from The Harris Poll for the American Institute of CPAs
Move over, Santa: AI elves have taken over the hunt for perfect gifts
A.I. Can Do More of Your Shopping This Holiday Season
Six-figure earners are 'living the illusion of affluence' while working side hustles, skipping meals, and pretending Venmo's not working
Article • 3 min Read
Holiday Meals: How Canadians are Rewriting Tradition
Canadians still treasure the holiday meal, but new data shows shifting traditions, changing menus, and rising frustration in the kitchen.
Article • 4 min Read
Daylight Savings: How Canadians Spend the Extra Hour
Most Canadians would bank the extra hour as sleep. New data shows younger adults stay online, with seasonal mood shifts close behind.
Article • 3 min Read
Holiday Gifting: Canadians Put Value and Quality First
Deals (59%) and product quality (50%) top Canadian gift-shopping priorities this season, with wide selection (44%) close behind.
It's Not Just Affordability, Americans Anxious Over Jobs Too
The 2025 Harris Poll Brand Reputation Rankings Revealed
Article • 2 min Read
The Cost of Cheer: Americans Plan to Spend More on Gifts This Holiday Season
Findings from The Harris Poll for NerdWallet’s 2025 Holiday Spending Report
Alcohol Still Leads Restaurant Beverage Orders, According To New Harris Poll—But Gen Z Isn’t Buying It
Opinion | Why Gen Z Is Resurrecting the 1990s
Article • 4 min Read
Pricing strategy: are you leaving money on the table?
Tariffs, labor, and supply costs make pricing harder than ever. New data reveals smarter ways to measure how consumers respond to price.
Article • 2 min Read
Cheers to that: Are Americans ordering alcoholic beverages when eating out?
Whether with family, friends, or your significant other, eating out is a festive experience, and begs for a beverage to match! Over a third (36%) of Americans say alcohol is their go-to drink when ordering at a restaurant, edging out soda (29%) and water (21%). However, a recent Harris Poll run in partnership with eMarketer […]
Article • 3 min Read
AI's trust gap: curious consumers stay cautious
Our QuestDIY study reveals a contradiction in how people feel about AI: real curiosity meets strong protective instincts, with just 30% at ease.
Article • 4 min Read
Boomers buy nostalgia, and top brands deliver
Boomers are spending on nostalgia, utility, and cultural crossover. New data reveals which brands win them with thoughtful campaigns.
94% of Gen Z want to hit financial independence before 55 — and they're planning to use side hustles to get there
Article • 4 min Read
6 brands Gen Z loves right now in 2025
These six brands are winning Gen Z through authenticity, innovation, and digital-first thinking. New equity data shows who is breaking out.
What Kids Told Us About How to Get Them Off Their Phones
Article • 1 min Read
How do Americans think about the skilled trades?
The United States is facing a severe shortage of skilled tradespeople – especially in the manufacturing and construction sectors. As the lack of carpenters, welders, masons, plumbers, and electricians takes a toll on project timelines and budgets, Americans are increasingly paying attention to these roles. The skilled trades are highly respected: 91% of Americans agree […]
Article • 3 min Read
Travel trends signal a new consumer mindset
Where and how Americans choose to travel is shifting. New data reveals what changing travel habits say about the wider consumer mood.
Women more worried about economy than men, poll finds
Article • 4 min Read
What parents think of kids' social media use
New research reveals how parents view their children's time on social media and smartphones, and where their biggest worries lie.
Article • 3 min Read
How Gen Z really shops: new study findings
New research reveals how Gen Z discovers, evaluates, and buys, and what their habits mean for brands trying to win their loyalty.
Article • 3 min Read
Depop and Gen Z drive the secondhand apparel boom
Resale is booming with younger shoppers. New Ad Age data shows Depop posting strong brand-equity gains as Gen Z embraces secondhand style.
Article • 4 min Read
Axios Harris Poll 100: 2025 corporate reputation rankings
The 2025 Axios Harris Poll 100 ranks the reputations of America's most visible companies. See which brands rose, and which fell.
Article • 3 min Read
LG wins over UK early adopters with AI features
New tech and AI features are pulling UK early adopters and trendsetters toward LG. New data reveals how the brand is breaking through.
Article • 2 min Read
Axios 100 Ranks Trader Joe's #1 for 2025
Where do the most visible American brands rank in 2025?
Article • 3 min Read
Shifting consumer expectations: what brands must know
New research reveals how consumer expectations are changing, and what brands need to do to keep pace with what people now demand.
Article • 3 min Read
United Airlines lifts purchase intent with better flights
A stronger in-flight experience is paying off for United. New data shows summer travelers more likely to choose the airline.
Article • 2 min Read
Gen Z's Taco Bell order is a whole mood
Limited-time drops and nostalgia keep Gen Z hooked on Taco Bell. New data reveals what's driving the chain's pull with younger diners.
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Mental health: US attitudes and barriers to care
For Mental Health Awareness Month, new data reveals how Americans view mental health, and the barriers still standing between them and care.
Article • 3 min Read
Advertising effectiveness: Survey finds host-read podcast ads drive trust and action among listeners
The podcasting world is seeing major shifts. Data from Statista indicates that in the last four years, podcast listeners have increased by 69%. Millions of consumers are turning to podcasts for entertainment, news, and storytelling. The popular music streaming app, Spotify has opened the door to more podcast listeners. Historically, Apple Podcasts held the top […]
Nearly half of Gen Z and millennials say college was a waste of money—AI has already made degrees obsolete
Article • 2 min Read
Mother's Day: top 10 brands for moms by equity
Searching for the perfect Mother's Day gift? New brand-equity data reveals the ten brands that resonate most strongly with moms.
Article • 3 min Read
COVID-19, five years later: how America has changed
It’s been five years since the Covid-19 lockdowns took hold across the U.S. While the mandates lasted only a few weeks, the ripple effects of the pandemic have left a lasting mark—particularly on Gen Z and Millennials. Not all of those changes have been negative, however. Young adults report that the pandemic had a positive […]
Article • 1 min Read
The redirection economy: where spending is shifting
Consumers are not pulling back so much as redirecting. New data reveals where Americans are moving their money, and why it matters to brands.
Article • 1 min Read
Canadian pride surges: standing up defines us
New data reveals a sharp rise in Canadian pride, with people saying that standing up for the country is now central to national identity.
Article • 1 min Read
Chili's: building brand equity through research
See how Chili's partnered with The Harris Poll to turn consumer insight into stronger brand equity and a clearer market voice.
Article • 1 min Read
New Balance Case Study
Dad shoes are cool again How New Balance successfully won over Gen Z. Using data from QuestBrand, we explore how New Balance — once the go-to sneaker for dads everywhere — was able to successfully catch Gen Z’s attention. Download the case study to see how leveraging digital engagement and meaningful strategic partnerships can pay […]
Article • 5 min Read
How Our Favorite Healthy Habits Could Shape The Wellness Industry
Eating better: it’s the goal that appears on most New Year’s Resolution lists year after year (63% of U.S. adults according to a recent Harris Poll study). For many, eating healthier wasn’t just a resolution. Heading into 2025, half (51%) of U.S. adults decided to take the leap and choose to make healthier dietary decisions. […]
Article • 1 min Read
Celsius Case Study
The Predictive Power Of Brand Equity Celsius’ comeback was hiding in plain sight. Using data from QuestBrand, we explore the positive power of brand equity by closely examining the story of popular energy drink Celsius. Download the case study to see how when data is correctly calibrated, brand equity becomes a central tool for forecasting […]
Article • 3 min Read
Dad shoes are cool again: How New Balance successfully won over Gen Z
Haven't you heard? The "dad shoe" is back in style!
Article • 5 min Read
The predictive power of brand equity—How Celsius’ comeback was hiding in plain sight
Earnings reports tell you what happened. Brand equity tells you what’s coming. That’s why smart investors, brand leaders, and hedge funds are paying attention to real-time consumer sentiment—because when brand trust, preference, and momentum rise, stock performance often follows. QuestBrand by The Harris Poll tracks thousands of brands globally, capturing these shifts before the market […]
Article • 1 min Read
The 100 Most Canadian Brands
Thinking about Canadian companies or brands, what are the top five MOST Canadian brands that come to mind? 1,483 Canadians were surveyed on February 6-7, 2025. Respondents were asked to identify up to FIVE brands that come to mind as the “MOST Canadian” – open-ended responses were collected. While most gave five brand or company […]
Article • 1 min Read
Lindt Case Study
Jumping on A Viral Trend Lindt launched their own limited-edition version of TikTok’s popular Dubai Chocolate Bar. Using data from QuestBrand by The Harris Poll, we examined the impact of Lindt’s limited-edition chocolate bar drop. Did leaning into this popular internet trend pay off for the chocolatier? Download our case study to learn more!
Article • 1 min Read
Seeking healthcare abroad? Golfdale Consulting put the idea to the test
Golfdale Consulting x QuestDIY Case Study When a Canadian startup set out to offer healthcare services abroad, they turned to Golfdale Consulting to help shape the brand, define its audience, and assess whether the idea would stick. Using QuestDIY, Golfdale tapped into the mindset of prospective patients to gather fast, actionable insights on their openness […]
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2024 Harris Poll: Data To Remember
Article • 3 min Read
Nearing holiday season, Americans weigh family estrangement
The end-of-year holiday season beginning the week of Thanksgiving and running through New Year’s often prompts reflection in a lot of Americans. Normally a time of families coming together, the holiday season can also surface emotional wounds for those who are estranged from family members, friends, and other close relations. Especially coming off the tails […]
Article • 3 min Read
A stress-free meal-kit plan that cares: HelloFresh catches Gen Z's attention
Using data from QuestBrand by The Harris Poll, AdAge released their quarterly Gen Z Brand Tracker in November. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-27). HelloFresh ranked second on this quarter’s list. Brand equity measures the value consumers see in a brand at a […]
Article • 3 min Read
2024 Happiness Index and the importance of friendship
The Harris Poll has been measuring Americans’ happiness since 2008, analyzing public sentiment about interpersonal relationships, spirituality, health, work, and other factors to calculate an index score by taking an average of those who strongly agree with certain positive statements and strongly disagree with certain negative statements that are asked along an agree/disagree scale. The Happiness Index […]
Article • 1 min Read
Tesla Germany Case Study
Tesla Looks To Penetrate the German EV Market …But German consumers show a strong preference for their own automotive manufacturers. Worldwide, the electric vehicle (EV) market is actively expanding, with anticipated global sales growth of 29% in 2024 from the year prior. Despite widespread adoption of EVs, American-owned Tesla is struggling to win over some […]
Article • 2 min Read
Cost-conscious Gen Z shoppers look to Costco for supersized savings
In recent months, Gen Z has prioritized cost-conscious grocery shopping amid rising consumer prices. According to data from the Agriculture Department, Americans are spending more than 11% of their personal disposable income on food. Many young consumers looking to combat growing grocery bills have turned to buying in bulk at warehouse clubs, such as Costco. […]
Article • 4 min Read
Examining Americans' Shower Habits
The Harris Poll recently surveyed Americans about their shower habits, and while nearly all (99%) of U.S. adults shower, there are many meaningful differences in how they do it. Several differences in behavior emerge among the generations when it comes to daily shower frequency, time of day, temperature, and more. For example, Gen X is […]
Article • 2 min Read
Do Americans trust where they get their information?
The 21st century news consumer has many avenues to receive information: traditional news media (both national and local), social media, academia, personal connections, politicians, public opinion polls, industry trade publications, businesses, public figures, and more. The Harris Poll recently surveyed a representative sample of American adults to determine which are the most popular—and which are […]
Article • 2 min Read
Mirroring their favorite A-list celebrities, Gen Zers don Polo Ralph Lauren
The classic American brand, Polo Ralph Lauren, was launched in 1967. A staple in many consumers’ wardrobes, it was Polo Ralph Lauren that first popularized the iconic polo shirt. Despite its nearly sixty-year reign, Polo Ralph Lauren remains a popular brand with shoppers worldwide. At the end of 2023, we saw a surge in Gen […]
Article • 4 min Read
Sports are integral to Chicago's identity, but which teams contribute most to its culture?
Chicagoans have long felt a special connection to their city’s sports teams. In a recent Harris Poll survey of Cook County (IL) residents conducted in December 2023, the vast majority identified as a fan of at least one of Chicago’s major professional sports teams. More insights from that and a September 2023 survey relating to […]
Article • 3 min Read
U.S. Flyers Are Shaken, but Will Make It Through Turbulence
The past few months have a been stressful time for the airline industry. A string of airline safety incidents at the end of 2023 continuing into 2024 are causing some flyers to worry about their safety, according to recent data from The Harris Poll conducted on behalf of Fast Company. However, there is good news […]
Article • 2 min Read
They’re back! Gen Z is reviving UGG’s popularity
Using data from QuestBrand by The Harris Poll, AdAge released their quarterly Gen Z Brand Tracker in January. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-24). UGG ranked first on this quarter’s list, with a +11.9% increase in brand equity from Q3 to Q4 2023. […]
Article • 3 min Read
Interest in MLS Grows Along with the Launch of New Teams
Professional soccer, or “football” depending upon your location, has long been popular worldwide. Soccer enthusiasm is newer in America, but it is rapidly growing along with interest in Major League Soccer (MLS). MLS started in 1996 with only 10 teams. By the 2023 season, there were 29 teams – 26 in America and three in […]
Article • 2 min Read
...Ready For It? In Our Wildest Dreams We Didn’t Expect Young Women’s Interest in the NFL to Surge
Picture a NFL fan. You probably imagine a young man wearing a jersey, maybe holding a beer, and yelling at the TV screen. However, women make up almost half (46%) of the NFL fanbase. While many women are already avid football fans, a very different subject rallied even more female interest in the NFL in […]
Article • 3 min Read
Representation of the 2SLGBTQIA+ Community on Canadian Screens
As Canadians, we pride ourselves on our diversity, and oftentimes regard it as our strength, as something that sets us apart on the world stage. As we close out Pride month, how well do we see our 2SLGBTQIA+ community represented in Canadian media? We spoke to Canadian Screen Industry professionals, many of whom identify as […]
Article • 4 min Read
New Connection Index suggests Americans closer together than they seem
Run nearly every year since 1966, the Harris Poll has measured how alienated Americans feel and then calculated an Alienation Index based on the results. The questions measure how much, or how little, people feel their interests are heard and addressed by those with power and influence. New this year, however, is an inaugural Connection […]
Article • 5 min Read
Is Music Starting to Sound The Same?
Are songs topping the Billboard charts beginning to sound the same? A large portion of American listeners seem to think so. Just over half (52%) agree that there isn’t as much variety in music now as there was in the past, according to a recent Harris Poll. Country’s resurgence into the pop charts seems to […]
Article • 3 min Read
How Parents View Their Children's Mental Health
Over the past few years, there has been growing public concern about the health and safety of American children. Social media’s relationship with young peoples’ mental health, threats of gun violence, and the lingering social effects of COVID-19 have all been raised as points of concern for parents across America. Parents feel optimistic about their […]
Article • 3 min Read
Millennials lead American optimism for the future
With the latest advances in generative AI and large language models, virtual reality, robotics, and more, the role technology plays in modern life is rapidly evolving and expanding. The Harris Poll recently surveyed a representative sample of U.S. adults to get a sense of Americans’ sentiment toward the increased importance of technology in their daily […]
Article • 3 min Read
LGBTQ community finds connection through online dating apps
Online dating started in 1995 with the launch of Match.com. Since then, dating apps have gained popularity as casual daters and serious romantics alike have embraced swiping. The largest dating app, Tinder, currently boasts more than 75 million active monthly users. While dating apps attract users from all walks of life, the LGBTQ community has […]
Article • 3 min Read
How does your generation view social media platforms?
Did you grow up watching Bonanza or The Office? Have you ever used dial-up internet? Do you have a collection of VHS tapes? The country has evolved with each generation, shaping consumers’ worldviews, preferences, and norms. Consumers’ unique experiences impact everything, including how they think about and use social media platforms. While over 70% of […]
Article • 3 min Read
Do cosmetics brands have personalities?
To the uninitiated, all makeup may look the same. However, a true makeup enthusiast understands each brand’s unique character and value proposition. Three of our top five growth brands in the personal care industry from Q3 to Q4 2022 were makeup manufacturers (determined by QuestBrand brand equity growth) – Estée Lauder (+6.0), Fenty Beauty (+3.4), […]
Article • 4 min Read
Are grandmothers who provide childcare key in driving the US economy?
In observance of International Women’s Day, The Harris Poll conducted a poll examining childcare for working parents in the United States for Fortune. Below a few of the key insights that emerged from the study. Grandmothers are providing the next generation with a multitude of support and playing a role in childcare. Four in 5 working […]
Article • 4 min Read
Did the launch of LIV Golf change how fans feel about the PGA Tour?
The PGA Tour has remained the gold standard of professional golf tours since the early 1900s, boasting the best players and the largest tournament purses. Their dominance was challenged in October 2021 with the launch of LIV Golf. This Saudi-backed upstart rocked the golf world as it enticed top talent away from the Tour with […]
Article • 3 min Read
Sports betting is growing, though majority of Americans believe it shouldn’t be promoted
The explosion of legalized sports betting has hit a fever pitch in the latest NFL season, and as online sportsbooks have sought to capitalize on such an expanding market, The Harris Poll recently surveyed a representative sample of U.S. adults to gauge their opinions about the practice. Below are some of the key findings, including […]
Article • 2 min Read
Are Location Sharing Features More Than a Convenient Tool?
Location sharing features are present in almost every device connected to the internet, and a majority of users utilize these features to accomplish certain tasks. However, a notable sum of users see location sharing as more than a convenient tool, according to a new study conducted by The Harris Poll on behalf of the New […]
Article • 1 min Read
More Couples Are Signing Prenups Before Saying "I Do"
Few get married expecting to later get divorced, but more couples are entering into a prenuptial agreement — a pre-martial contract outlining the division of assets in the event of a separation — as part of their wedding planning checklist. Of Americans who have been married or are currently engaged, 15% report that they’ve signed […]
Article • 1 min Read
Headspace Users Tend to Come from Higher Asset Households
Between the COVID-19 pandemic, on-going cultural wars, and now a war in Europe, the last few years have put a strain on mental health globally. Apps that allow users to actively work on and improve mental health blossomed. This included the popular English-American meditation app Headspace. Headspace guides users through mediations focused on improving mindfulness, […]
Article • 4 min Read
Hard Seltzer Wars
Consumption of alcohol has increased during the pandemic, and most Americans who drink plan to hold to their current consumption levels after the final COVID-19 restrictions have been lifted. And with the vaccine rollout in full swing, many Americans will soon return to light/limited socialization. As part of QuestBrand’s research into the trends and brands […]
Article • 2 min Read
The Great Awakening
A year of life in the pandemic as documented by The Harris Poll.
Article • 4 min Read
Americans Divided on Controversial Brand Name Changes
Aunt Jemima recently announced that the brand's name would be changed to Pearl Milling Company.
