Americans are well aware of gas prices’ rise
Ipsos said 94% of Americans now feel gas prices are rising in their area, and 63% say they are driving less because of it. The survey suggests higher fuel costs are already changing consumer behavior, which matters for European marketers watching how inflation affects mobility, retail visits, and discretionary spending.
Seven years in, few see COVID as a threat
Ipsos says only 11% of Americans now view COVID-19 as a very high or high personal threat, down from 36% in the first wave of its tracker. The finding suggests pandemic anxiety has largely faded, which matters for European public health messaging and for brands planning health-related communications.
A positive signal on the economy: More people have money left over after bills
Ipsos says 41% of Americans now report having no money left after paying monthly bills, down from 48% last September. It suggests some easing in household pressure, but the tracker still points to cautious consumer spending, which matters for European brands watching demand trends and pricing sensitivity.
Higher-income Americans were twice as likely to have a bigger tax refund this year
Ipsos said 22% of Americans earning over $100,000 reported a bigger tax refund this year, compared with 11% of those earning under $50,000. Most respondents said their refund was about the same or that they did not receive one.
For European marketers, the finding mainly shows how refund perceptions can vary by income group and shape near-term spending expectations. Similar consumer tracker data in Europe can help sales teams identify which households are more likely to have extra cash to spend after tax season.
If you trust AI recommendations generally, you trust them for most things
Ipsos says Americans’ trust in AI product recommendations is broadly similar across many categories, with electronics trusted most and medical advice among the least trusted. The findings suggest that AI recommendation systems may face a similar trust pattern in Europe, which matters for retailers and marketers using AI for product discovery and personalization.
AI data centers are unpopular with most Americans
Ipsos found that a majority of Americans would oppose having an AI data center in their community. Only 27% said such centers would significantly contribute to local economic growth and job creation, and more than six in ten cited environmental impact and energy use as concerns.
The result matters for Europe because data center expansion is also a live planning and energy issue there. It suggests that sales and marketing teams for AI and infrastructure firms may face local resistance unless they address power demand, sustainability, and community benefits more directly.
Ipsos Consumer Tracker
Ipsos Consumer Tracker finds higher spending pressure on gas and groceries in the U.S. The latest wave says 56% of Americans report higher gas spending and 43% report higher grocery spending over the past three months.
For European sales and marketing teams, this is another signal that essential-category price sensitivity remains high. It also suggests that messaging tied to value, savings, and convenience is likely to stay more relevant than premium positioning in many markets.
Ipsos Generations Report 2026: Continuity vs Rupture
Ipsos has published its Generations Report 2026, titled “Continuity vs Rupture.” The report says global fertility rates have fallen since the mid-1960s and highlights population decline, later life milestones, and generational patterns at work. For European companies, this points to a smaller future buyer base and a growing need to rethink age segmentation in sales and marketing.
Latest U.S. opinion polls
Ipsos Consumer Tracker shows higher spending pressure in the U.S.
Ipsos says 56% of Americans reported higher spending on gas in the past three months, while 43% said grocery spending also increased. For Europe, this reinforces the broader consumer backdrop of price sensitivity and cautious demand, which matters for retail, FMCG and marketing planning.
May 2026 LSEG/Ipsos Primary Consumer Sentiment Index
Ipsos said its May 2026 LSEG/Ipsos Primary Consumer Sentiment Index was 49.6, down 0.3 point from April and broadly unchanged after two months of declines. The Jobs sub-index fell 1.5 points to 62.7, while Expectations rose 1 point to 57.7.
For Europe, the readout points to still fragile consumer demand and a weaker labour-market mood, which matters for retail and FMCG planning. Sales and marketing teams should read it as a sign that near-term spending intent may stay cautious even if expectations improve slightly.
AI Ads Are Good Enough — And That’s the Problem
Ipsos found that AI-generated ads can look credible and most consumers cannot reliably tell them apart from human-made work. In a test of 20 ads with 3,000 U.S. respondents, human-created ads still performed better on emotional engagement, short-term sales impact, and long-term brand health.
For European marketers, the result suggests AI is useful for scale and lower-funnel variations, but not yet a full substitute for brand-building creative. The findings also reinforce the importance of disclosure and trust, which are increasingly sensitive issues in Europe.
Moving back in with parents is the new normal for young adults
Ipsos found in a poll for Thrivent Financial that returning to live with parents is becoming a common milestone for young adults in the U.S. Financial pressure is a main driver, and three in ten adults aged 27 to 35 who have not bought a home say they do not expect to ever buy one.
For Europe, the findings point to similar pressure on housing affordability and delayed household formation, which can affect demand in sectors tied to life-stage spending. For Sales and Marketing teams, this means messaging may need to account for longer stays at home, weaker near-term homeownership intent, and slower conversion into independent household buyers.
Most Americans think flying has become more expensive over the past year
Ipsos finds that 77% of Americans think flying has become more expensive over the past year, and 56% are concerned airlines will raise flight prices further. Nearly half also say the war in Iran had a major role in Spirit Airlines shutting down.
For Europe, the poll is a reminder that price sensitivity remains high in air travel, especially when fee increases are visible to consumers. For airlines and travel marketers, this points to a market where fare transparency and price communication can shape demand and trust.
Women of Color Report Declining Trust in Government Amid Economic Pressures
Ipsos finds that more than half of women of color in the US say the American dream is no longer accessible to them, while 68% report declining confidence in federal institutions. The survey matters for European political and consumer teams because it reflects how economic pressure can erode trust and reshape voter and audience sentiment, a pattern relevant for comparable groups in major European markets.