A July survey by Wunderkind found that only 23% of consumers feel more financially secure than earlier in the year, with most still worried about prices, tariffs, and the broader economy. Value-seeking dominates shopping behavior, with 62% describing themselves as cautious, pessimistic, or panicked, and a majority having changed their purchasing habits. Differences by demographic are stark, with men and Baby Boomers more optimistic, while women and Gen Z are most anxious.
Key Takeaways
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Most consumers are anxious about finances and have shifted to value-based shopping.
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Women and Gen Z are the most concerned, intensely seeking deals or cutting spending.
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Marketing should prioritize empathy, reassurance, and value, especially for the most worried demographics.
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