The American consumer is in a state of perpetual evolution. To provide brands with a roadmap, Horizon Media’s Futures Group introduced The Consumer Pulse at the close of 2025.

Here are a few highlights to get you started:

• A Nation on Defense: Nearly half of all Americans (47%) feel financially stressed, creating a defensive mindset focused on security. For brands, customer retention is now the top priority.
• The Pivot to Personal Growth: With the world feeling out of control, consumers are doubling down on what they can shape: self-improvement, wellness, and family connections. Brands that align with this “control the controllable” mindset will become essential.
• The Gen Z Paradox: While they are the most financially stressed generation, Gen Z is also the group planning to increase their spending. They are indulging in ‘little luxuries’ while actively seeking guidance on long-term financial health and represent an opportunity to build connection that leads to long-term partnerships.
• AI Gets Personal: AI is the fastest-growing media touchpoint, and consumers are most excited about its personal applications. They see untapped potential for AI to help with everyday tasks like household management, budgeting, and entertainment discovery, offering brands new avenues to win through personalization.

For the full report, click ‘Download PDF’ below.