Weekly Data

WHAT THE DATA SAY: With tariff talk, 56% say it's a bad time to buy a car

By: Ray Day

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

HITTING THE BRAKES ON CAR BUYING

Americans are preparing for a surge in auto prices with new tariffs, and some already are holding off on buying, according to new research from HarrisX and Allison Worldwide.

U.S. consumers anticipate vehicle prices will rise 14.4% during the next year.
17% say they are “very likely” to buy a vehicle in the next 12 months – down from 21% in February.
41% are “very unlikely” to purchase – up from 28%.
56% believe it is a bad time to buy a car, up from 46% two months ago.
53% expect auto loan interest rates to rise during the next year.
American-made cars remain most preferred, with 71% saying they’re likely to buy an American-made brand (down from 80% in February).
Openness to buying Japanese auto brands dropped to 47% today from 59% in February; German brands are at 37% today from 47% in February; and Korean brands are at 32% today from 39% in February.
62% are most likely to buy a gas or diesel-powered vehicle (similar to 63% in February).
15% prefer a non-plug-in hybrid (down from 17% in February), and 9% prefer an electric vehicle (similar to 8% in February).
See also: Americans Now Split on Trump’s Tariffs as Most Expect Higher Prices and a Short-Term Recession, New HarrisX Poll Shows
📅 YOU’RE INVITED: Education on tariffs and the economy from PRSA

HOLDING BRANDS ACCOUNTABLE

Consumers – especially younger generations – continue to place a strong emphasis on brands’ social values, according to our Harris Poll research with Ad Age.

1 in 5 U.S. adults say they’ve stopped supporting a brand because its approach to DEI either contradicted or reversed previous efforts.
19% disengaged when the brand’s stance didn’t feel authentic.
70% now expect brands to follow through on the social stances they take.
64% said a company’s openness in its advocacy is more important today than in the past (76% for Gen Z).
50% of Gen Z say they are more likely to purchase from a brand that prioritizes social issues (56%), green initiatives (55%) and DEI (50%) in their business practices.

LOSING THE LOVE FOR TIKTOK

Most American don’t care if TikTok shuts down, based on new HarrisX research.

Two thirds of Americans say that are not concerned about TikTok possibly shutting down in the U.S.
Among users, however, 61% are concerned, and 39% are not.
39% think TikTok should be allowed to continue operating in the U.S. without any changes.
34% think ByteDance, TikTok’s China-based parent company, should have to sell its U.S. business to another company to keep the app running in America.
27% think TikTok’s U.S. operation should be shut down regardless of who owns it.
See also: Snapchat scores big with NCAA fans, boosts brand equity during March Madness

WHAT SAVINGS?

While nearly half of Americans have savings goals, nearly a quarter are unsure how much they’re actually saving each month, based on our Harris Poll 2025 Savings Report with NerdWallet.

86% of Americans have savings accounts.
40% have at least one savings goal for 2025.
23% are unsure how much they’re saving.
46% are saving for an emergency fund (33% for vacations).

EASTER EATS

As Easter and Passover approach, the Harris Poll and Instacart explored Americans’ traditions and festive food preferences.

76% plan to celebrate Easter or Passover this year.
59% say cultural and family traditions are a top influence.
41% will host guests for a meal.
48% will celebrate at another person’s home.
35% say roasted lamb is their least favorite Easter dish.
35% say jelly beans are their favorite Easter candy.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

Articles

Weekly Data

Apr 10, 2025