Since July 2020, Horizon Media’s WHY Group has kept a monthly pulse on how people are feeling and engaging amid economic and political turmoil, COVID-19, social injustice, and other ongoing challenges.

Each month we check in with roughly 1,000 people 18+ nationwide to understand their mindsets, attitudes, and behaviors.

With 2024 being defined by multiple wars, a summer COVID resurgence, slowing inflation, and the U.S. presidential election, we set out to understand what matters most to people and what impact that will have on future spending. Specifically:

• What are the most pressing issues and how do they compare to 1 year ago
• Planned changes to future spending habits
• How different audiences and categories will be impacted
• How brands can connect with people in this climate

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