Cint Quarter-Century Crisis Report Finds 54% of U.S. Consumers Say Life Has Worsened, Driven by Financial Strain and Erosion of Brand Trust

Core Insights - A growing sense of pessimism among U.S. consumers is evident, with 54% believing life has worsened over the past 25 years, a significant increase from earlier 2025 findings [2][7] - Economic strain, particularly related to cost of living and housing affordability, is reshaping consumer expectations and trust in brands [1][4] Consumer Sentiment - The report indicates that consumer sentiment is not static and can shift rapidly due to economic conditions and recent experiences, highlighting the importance of continuous research [3][4] - Younger generations are less pessimistic compared to Gen X and Boomers, yet they still face financial pressures and housing challenges [2][7] Spending Priorities - Food, housing, and utilities are the primary spending priorities across all generations, reflecting the ongoing pressure from rising living costs [7] - Gen Z identifies housing as the most detrimental societal factor (72%), while older generations cite cost of living and healthcare as their top concerns [7] Brand Perception - Consumers across generations feel that brands are charging more for less, with a strong consensus that brands have a responsibility to offer high-quality, affordable products [7] - The findings emphasize the need for brands to adapt to changing consumer expectations through timely and privacy-safe research [4]