Consumer Pulse: Understanding How Consumers Navigate Economic Change

How is Economic Uncertainty Shaping Consumerism Today?

From tariff policy and interest rates to inflation and market fluctuation, economic uncertainty is pervasive and growing.

What does it all mean for consumers – their habits, attitudes, fears and priorities? And what are the implications for brands seeking to engage with them?

Through Online Anthropology, Material Spotlight and cultural insights, Material’s ongoing content series uncovers the human impact of economic uncertainty – and how brands can respond.

KEY FINDINGS AS OF SEPTEMBER 2026

The Aspiration Gap in Homeownership, Education and Childcare

30.9 percent of all economic conversation referenced housing in August, making it the single largest signal in the dataset, capturing more than twice the share of any other category. Combined with childcare and student loans, housing has created a debt stack with direct implications for the downstream consumer behaviors that depend on discretionary income.

In other categories, consumers are spending with brands able to offer deeper, more relevant value.

Conversations about housing make up

30.9%

of economic sector-specific conversations

Subscription services are discussed in

4.1%

of economic sector-specific conversations

Grocery discussions represent

5.4%

of sector-specific economic conversations