A fresh wave of economic anxiety is sweeping across the U.S., and this time, it’s about survival.
According to new research from Reach3 Insights and Rival Technologies, over half of Americans are already planning to cut non-essential purchases as they brace for the ripple effects of expected tariffs. Their joint initiative, Trade Winds, which monitors real-time consumer sentiment, reveals that people are stressed, pessimistic, and increasingly fed up with both corporate and political responses.
Three out of four respondents believe new tariffs are imminent. And while 83% say they understand what tariffs actually are, their message is simple: “Tariffs are taxes, and we’re the ones who pay them.”
The findings, drawn from Rival’s mobile-first conversational platform and a nationally representative sample, show how quickly economic policy shifts are translating into personal lifestyle changes. In addition to scaling back discretionary spending (51%), Americans say they’re budgeting more (39%), switching to cheaper brands (37%), and even buying secondhand goods (24%) to stay afloat. A sizable 67% are bracing for grocery prices to climb further, making food the top inflation worry in the study.
Many respondents accused corporations of profiteering and called for a more compassionate approach—one that includes real discounts, loyalty perks, and executive belt-tightening. “Don’t pretend to understand our struggles while raising prices,” one participant said. “We’re not stupid.”
And then there’s Washington
Participants blasted policymakers for a lack of clarity and connection, criticising what they see as tone-deaf leadership in the face of real hardship. “The little people can’t avoid these higher costs,” said one respondent. Others pleaded for greater transparency, clearer communication, and decision-making that reflects what it’s actually like to live paycheck to paycheck in America.
Early signs suggest that Americans are not just cutting back, they’re demanding better.