Q2 2025: C-Pulse™ Trends

Katya Skogen — Director, Cultural Insights

Cultural Shifts Driving Consumer Behavior in 2025

The U.S. consumer landscape is undergoing profound shifts, especially among multicultural consumers and younger generations like Gen Z and Gen Alpha. As brands seek to stay relevant, understanding these groups’ evolving priorities is more critical than ever.

Collage Group’s latest C-Pulse™ Q2 2025 report reveals how economic pressure, emerging tech, and identity-driven values are influencing American purchasing decisions across six key areas: Economy & Finances, Technology & AI, Health & Wellness, Family & Community, New Experiences, and Media & Creators.

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Economic Pressures Are Shaping Habits

Nearly 4 in 10 Americans cut back on dining and entertainment in early 2025. Consumers are prioritizing financial preparedness, prompting a shift toward value-driven spending and long-term planning—especially among families.

71%

of parents are concerned about their child’s mental health
42%

of Americans report they haven’t planned any travel through 2026

AI’s Rise Meets Gen Z Resistance

While AI continues to integrate into everyday life, Gen Z is pushing back. Over 25% of this cohort reject ads with AI-generated visuals and music, signaling a strong desire for authenticity and intentionality in marketing.

Parents Prioritize Emotional Wellness

An overwhelming 71% of parents are concerned about their child’s mental health. This focus on emotional well-being presents opportunities for brands to offer empathetic, supportive messaging and products that foster wellness.

Community Connection and Giving Back

Consumers are placing greater value on belonging and charitable action. Nearly half of Americans say they’re prioritizing giving to charity, even amid economic challenges—a testament to the power of community-driven narratives.

Experience is Still King, But with Limits

Exploration and new experiences remain important, but they’re now tempered by caution. In fact, 42% of Americans report they haven’t planned any travel through 2026—an insight into the balance between aspiration and practicality.

Media Preferences Reflect Identity

Content consumption is also evolving. Two-thirds of Americans say they like or don’t mind Spanish-language ads on English-language TV, reflecting a growing openness to multicultural media experiences that feel personal and relevant.