KEY FINDINGS AS OF AUGUST 21, 2025

Consumers are adapting to persistent uncertainty

Material’s research shows that U.S. consumers are still price-wary and dug in. Budgeting talk is persistently high; confidence slipped in early August alongside a jump in tariff and uncertainty chatter; inflation and job-loss concerns are creeping back in, though outright economic anxiety is not rising.

What’s next?

What can brands do during times of uncertainty? It begins with gathering insights into consumers’ behavior, motivations and sensitivities. These findings, for example, suggest consumers are adapting to their economic situations, not panicking. They’ve emotionally plateaued and have moved from high anxiety to normalizing defensive behaviors like budgeting. Being able to meet your customers where they are is the first step to engagement and loyalty, regardless of economic uncertainty.