2026年4月：美国心态

M E T H O D O L O G Y ABOUT THIS STUDY Survey Methodology •The survey was conducted bydentsuviaToluna, an online •Administered on April 4th, 2026. •Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older. •Controls for nationally representative weighting acrossage, gender, region, race and ethnicity (using the latest VIEWS ON THEECONOMY VS.LIVED EXPERIENCE ECONOMIC SENTIMENT CONTINUES TO IMPROVE The upside in economic sentiment seen in February continues. Only 42% of Americans think the economy is not in good shape, whilein November 66% thought so.Seemingly, consumers sentiment on the economy is by and large informed by their personal financial situation, rather than bygeopolitical consideration, asoptimism is trending up despite the escalation of the Middle East conflict (the data was collected prior to the ceasefire announcement). HOWEVER, ATTITUDES VARY RADICALLY ACROSS COHORTS Positive sentiment is driven largely by GenZersand Millennials who are significantly more likely to say the U.S. economy is in excellent or good shape, while that PERSONAL FINANCES SEEM TO BE GOING A LONGER WAY 2 in 3 Americans report being able to afford their expenses, marking a substantial improvement compared to February and evena bigger jump compared to how2025 closed, when less than half of Americans reported so. AFFORDABILITY IMPROVES FOR LOWER INCOME HOUSEHOLDS Households with a yearly income lower than USD50k are reporting an improvement in their ability to afford expenses and thoseearning between USD50k- HOW AMERICANSARE ADJUSTINGTHEIR SPENDING CUTBACKS ON GROCERIES DECREASE, DINING OUT IS THE VICTIM Cutbacks on both dining in fine restaurants and fast food/take out/delivery are increasing while spending on groceries is a little less controlled than it was in DINING & TAKE OUT ARE HIT HARDEST BY CONSUMER CUTBACKS However, cutback are present–at some level–across all categories, indicating that positive sentiment around personal finances is coming from a place of CONSUMERS CUT CORNERS ON BASICS TO AFFORD PREMIUMS Everyday categories like groceries, grooming, and clothing see consumers switching to bargain options, while there is an influxon splurging when it comes totravel and appliances. OUTLOOK ONWHAT LIES AHEAD THE SHARE OF THOSE THINKING THE ECONOMY WILL IMPROVE GROWS Positive sentiment around the current state of the economy is inspiring an optimistic outlook for the next 6-12 months’ direction of the economy. GEN Z GETS AN OPTIMISM BOOST While in February Millennials were more optimistic than GenZers, the latter developed a much more positive point of view over the last two months. Adults 45+are consistently more conservative. PERSONAL FINANCE OUTLOOK CONTINUES TO IMPROVE This improvement is consistent with the optimistic outlook on the direction of the economy. HOWEVER LOWER INCOME HOUSEHOLDS REMAIN FINANCIALLY ANXIOUS On the other hand, the share of those who think they’ll personal finances will worsen across median and high yearly income household has decreased. W H A TT O T A K E A W A Y IMPLICATIONS FOR MARKETERS DESIGN FOR A POLARIZED CONSUMER REALITY. Americans are living in fundamentally different economic realities, with both optimism andpessimism growing simultaneously within the same demographic. Create campaigns with modular LEVERAGE THE NEW CONSUMER SPENDING CALCULUS. Consumers are making calculated trade-offs—compromising on essentials while protectingdiscretionary categories they value. This isn't about affordability so much as priority. Positionpremium products in protected categories around ‘investment in what matters’ rather than luxury, PLAN FOR ADAPTIVE, NOT REACTIVE CONSUMERS. Consumers are actively managing uncertainty through diverse strategies like secondhand shoppingand selective stockpiling. They're hedging their bets across multiple behaviors simultaneously.Build campaigns that can pivot quickly based on consumer adaptation patterns. Create modular MEET OUR EDITORIAL TEAM THANK YOU A B O U TD E N T S U Dentsuis an integrated growth and transformation partner to the world’sleading organizations. Founded in 1901 in Tokyo, Japan, and now present inover 145 countries and regions, it has a proven track record of nurturing anddeveloping innovations, combining the talents of its global network of https://www.dentsu.com/https://www.group.dentsu.com/en/