The economy: Key insights, data and solutions on inflation, recession, consumer confidence and more
Ipsos says Americans are increasingly worried about the cost of living, with 74% saying it is on the wrong track and 73% disapproving of Trump’s handling of it. For European brands, this is a reminder that price sensitivity remains high and that value messaging will stay central in consumer-facing campaigns.
Ipsos Retail Media Report
Ipsos published a Retail Media Report on 22 July 2026. The study says high-quality creative can drive upper-funnel growth, convert undecided shoppers, and build brand equity beyond the initial click.
The findings are relevant for European retail media teams that are under pressure to prove both short-term sales impact and longer-term brand value. For marketers and sales teams, this supports a shift from click-only optimisation toward creative quality and measurement across the full funnel.
Gen Z: Key takeaways, data, and strategic insights
Ipsos published a 2026 Gen Z overview with fresh survey data from multiple markets, including the finding that 60% of people under 35 expect to own a home and 55% expect to marry or enter a civil partnership. The report matters for European brands and marketers because it suggests traditional life goals still shape demand, even as timelines are delayed by economic pressure. It also points to clear segmentation needs, especially around gender differences and digital habits.
America’s perception of greatness is on the rebound
Ipsos reports that, for the first time since it began tracking the question, more Americans say the country is great today than in the previous wave, with Republicans showing the largest increase. The shift is mainly a U.S. sentiment story, but it matters in Europe because attitudes toward America can affect brand positioning, campaign tone, and “buy American” messaging in European markets.
In America, most still call it soccer
Ipsos reports that three in four Americans say the World Cup sport is called soccer, not football. The finding matters for European marketers because it underlines how differently the sport is framed in the US compared with Europe, which can affect campaign wording and audience targeting around major tournaments.
Another positive signal in the consumer economy
Ipsos said three in ten Americans now report seeing lower prices than earlier this year, up from one in four in April. For European sales and marketing teams, this is a reminder that price perceptions can shift quickly and shape discount expectations, especially in consumer-facing categories.
Younger Americans are visiting malls more frequently
Ipsos said the share of 18 to 34 year olds in the US who go to malls often or sometimes rose by 9 points year on year, based on its Consumer Tracker. For European retailers and mall operators, the signal suggests physical shopping still has traction with younger consumers, which can matter for store traffic planning and marketing.
Ipsos Consumer Tracker
Ipsos found that 57% of Americans support government restrictions on ultra-processed foods, with support rising to 72% among adults aged 18-34. This adds to the policy pressure around food reformulation and labeling, which could spill over into Europe as regulators and retailers face similar health concerns. For sales and marketing teams, it signals growing sensitivity around processed-food claims and product positioning.
Latest U.S. opinion polls
Ipsos says Americans are still pessimistic about the U.S. economy and expect economic concerns to shape the 2026 midterm elections, according to a Washington Post/Ipsos poll. That matters for Europe because weak U.S. consumer confidence can affect demand for European exports and is a signal for sales and marketing teams watching transatlantic spending trends.
Ipsos Data Drops: What it took for ads to break through at the 2026 World Cup
Ipsos said its data on World Cup advertising found that the most effective ads relied on distinctive product iconography rather than only sports settings. For brands in Europe, that suggests creative assets need to be recognisable fast across multiple channels, especially for mass-reach campaigns tied to major sporting events.
Insights to Activate
Ipsos launched “Insights to Activate,” a quarterly series of short reports on timely topics including audience, AI, ESG and brand. The format is designed to turn research into actions quickly, which is relevant for European sales and marketing teams looking for concise guidance on consumer targeting and campaign planning.
In America, most still call it soccer
Ipsos found that three in four Americans say the World Cup sport is called soccer, not football. The result highlights a persistent naming gap between the US and Europe, which still matters for international sports marketing and campaign localization.