A version of this article originally appeared in ROAR Forward as part of a collaboration with their quarterly ROAR Report. This is just a sneak peek at the thousands of consumer insights available to CivicScience clients. Discover more data.
With new developments emerging by the minute, persistent feelings of economic uncertainty are taking their toll on American consumers across the board. The 55+ cohort is not immune to these impacts, and it’s shaping how they plan to spend in the weeks and months ahead. While this makes for added headwinds for brands, CivicScience data also tells us that all hope is not lost. There are still areas ripe for opportunity to meet the 55+ American where they are today and where they expect to be as we head into the second half of 2025.
Americans 55+ Are Less Optimistic About the Economy Than the Average U.S. Adult
The latest CivicScience Economic Sentiment Index—which measures U.S. adults’ expectations for the economy going forward and their feelings about current conditions for major purchases—reveals that consumers in general are pessimistic about the outlook of the economy. Since June of last year, Americans in the 55+ age group are notably less optimistic than the general population. The ESI among 55+ individuals has dropped by nearly eight percentage points post-November election and, despite a brief increase in May, is down more than five points overall in 2025.
Take Our Poll: How concerned are you about the current state of the US economy?
Tariffs Undoubtedly Contribute to Pessimism, But Impact on Spending Plans Is A Mixed Bag
Recent tariff policy fluctuations have only deepened uncertainty, but the 55+ American is responding in nuanced ways. CivicScience polling through early June shows that the 55+ population is slightly more likely than the general population to delay purchases altogether due to tariff-related price concerns. That said, 40% report no changes to their spending behavior, and 15% say they’re moving up purchases to avoid future price increases.
Though this demographic may not be the most reactive, it’s not without pockets of opportunity. Nearly one in five are still unsure how tariffs will impact their preferred products, suggesting that smart messaging, particularly around value and timing, could sway decisions.
Quality Reigns Supreme in Shaping Brand Loyalty
While Americans 55+ consider the potential impacts of tariffs, they also remain far more stable in their brand relationships. Compared to their younger counterparts, they are significantly less likely to switch banks, mobile carriers, or insurance companies — a sign that trust and reliability continue to matter more than novelty or cost-cutting.
When asked specifically what keeps them brand-loyal, more than two-thirds of older Americans who identify as brand-loyal cite product ‘quality’ as their top reason. While deals and discounts aren’t the main driver, nearly one in four say they stick with brands because of the value offered. Far fewer report ‘customer service or convenience’ as key contributors in shaping loyalty for them.
Where Spending Priorities Could Be Headed
When asked where they will prioritize increased spending through the rest of the year, 44% of those 55+ said they’re likely to scale up in at least one of the following studied areas. Among them, 38% said they’re likely to up what they spend on home improvements, followed closely by travel. Amid mounting feelings of stress among the general population, health and wellness also make for a noteworthy area of increased spending.
When it comes to furniture specifically, additional CivicScience data show 40% of the 55+ demographic is planning to purchase in the next 12 months. Among them, 35% expect to spend $1,000+, while 43% hope to stay under $500.
Use this Data: CivicScience clients have access to real-time data like this, helping them identify what consumers prioritize in an uncertain economic climate, pinpoint opportunities for growth, and capture market share.
Travel Plans Could Signal Short-Term Boost in Related Spending
Travel remains a major point of interest. As of early June, 44% of Americans aged 55+ say they plan to travel within the next 30 days. Their vacation prep is driving increased spending in specific categories, including clothing, beauty, and personal care products. While long-term uncertainty may dampen some travel enthusiasm, near-term plans suggest a continued willingness to invest in quality-of-life experiences.
Cord-Cutting Continues, While Low-Cost Ad-Supported Services Present Opportunities
Beyond spending priorities and travel, cord-cutting and video streaming are other important areas to watch among the 55+ demographic. While the growth rate in the percentage of paid TV subscribers who’ve switched to streaming-only has slowed, the percentage of 55+ who answered ‘yes’ to cutting the cord on cable or satellite has jumped by four percentage points from last year, compared to just two points among the general population.
As these consumers increasingly embrace streaming services, they’re also notably more inclined to opt for lower-cost, ad-supported platforms, indicating a desire for affordability without sacrificing access to content.
Weigh In: In general, would you prefer to pay a higher monthly fee for a streaming service with no ads, or pay less for the ad-supported version?
Despite increased headwinds and a less optimistic economic outlook, Americans aged 55 and older are not fully retreating from the marketplace. Instead, they’re reordering priorities and sharpening their focus on where their money goes, leaning into quality, delaying some purchases, and continuing to invest in experiences that matter.
Want to reach high-intent buyers in this volatile economic environment? See how CivicScience data helps Fortune 500 companies gain a competitive edge by tapping into emerging consumer data and identifying shifting attitudes before they become trends.
— news from CivicScience
— News Original —
As Economic Outlook Declines, Americans 55+ Recalibrate Rather Than Retreat Completely
A version of this article originally appeared in ROAR Forward as part of a collaboration with their quarterly ROAR Report. This is just a sneak peek at the thousands of consumer insights available to CivicScience clients. Discover more data.
With new developments emerging by the minute, persistent feelings of economic uncertainty are taking their toll on American consumers across the board. The 55+ cohort is not immune to these impacts, and it’s shaping how they plan to spend in the weeks and months ahead. While this makes for added headwinds for brands, CivicScience data also tells us that all hope is not lost. There are still areas ripe for opportunity to meet the 55+ American where they are today and where they expect to be as we head into the second half of 2025.
Americans 55+ Are Less Optimistic About the Economy Than the Average U.S. Adult
The latest CivicScience Economic Sentiment Index—which measures U.S. adults’ expectations for the economy going forward and their feelings about current conditions for major purchases—reveals that consumers in general are pessimistic about the outlook of the economy. Since June of last year, Americans in the 55+ age bucket are notably less optimistic than the general population. The ESI among 55+ is down by nearly eight percentage points post-November election and, despite a brief spike in May, is down more than five points overall in 2025.
Take Our Poll: How concerned are you about the current state of the US economy?
Tariffs Undoubtedly Contribute to Pessimism, But Impact on Spending Plans Is A Mixed Bag
Recent tariff policy fluctuations have only deepened uncertainty, but the 55+ American is responding in nuanced ways. CivicScience polling through early June shows that the 55+ population is slightly more likely than the Gen Pop to delay purchases altogether due to tariff-related price concerns. That said, 40% report no changes to their spending behavior, and 15% say they’re moving up purchases to avoid future price increases.
Though this demo may not be the most reactive, it’s not without pockets of opportunity. Nearly one in five are still unsure how tariffs will impact their preferred products, suggesting that smart messaging, particularly around value and timing, could sway decisions.
Quality Reigns Supreme in Shaping Brand Loyalty
While Americans 55+ consider the potential impacts of tariffs, they also remain far more stable in their brand relationships. Compared to their younger counterparts, they are significantly less likely to switch banks, mobile carriers, or insurance companies — a sign that trust and reliability continue to matter more than novelty or cost-cutting.
When asked specifically what keeps them brand-loyal, more than two-thirds of older Americans who identify as brand-loyal cite product ‘quality’ as their top reason. While deals and discounts aren’t the main driver, nearly one in four say they stick with brands because of the value offered. Far fewer report ‘customer service or convenience’ as key contributors in shaping loyalty for them.
Where Spending Priorities Could Be Headed
When asked where they will prioritize increased spending through the rest of the year, 44% of those 55+ said they’re likely to scale up in at least one of the following studied areas. Among them, 38% said they’re likely to up what they spend on home improvements, followed closely by travel. Amid mounting feelings of stress among Gen Pop, health and wellness also make for a noteworthy area of increased spending.
When it comes to furniture specifically, additional CivicScience data show 40% of the 55+ demo is planning to purchase in the next 12 months. Among them, 35% expect to spend $1,000+, while 43% hope to stay under $500.
Use this Data: CivicScience clients have access to real-time data like this, helping them identify what consumers prioritize in an uncertain economic climate, pinpoint opportunities for growth, and capture market share.
Travel Plans Could Signal Short-Term Boost in Related Spending
Travel remains a major point of interest. As of early June, 44% of Americans aged 55+ say they plan to travel within the next 30 days. Their vacation prep is driving increased spending in specific categories, including clothing, beauty, and personal care products. While long-term uncertainty may dampen some travel enthusiasm, near-term plans suggest a continued willingness to invest in quality-of-life experiences.
Cord-Cutting Continues, While Low-Cost Ad-Supported Services Present Opportunities
Beyond spending priorities and travel, cord-cutting and video streaming are other important areas to watch among the 55+ demographic. While the growth rate in the percentage of paid TV subscribers who’ve switched to streaming-only has slowed, the percentage of 55+ who answered ‘yes’ to cutting the cord on cable or satellite has jumped by four percentage points from last year, compared to just two points among Gen Pop.
As these consumers increasingly embrace streaming services, they’re also notably more inclined to opt for lower-cost, ad-supported platforms, indicating a desire for affordability without sacrificing access to content.
Weigh In: In general, would you prefer to pay a higher monthly fee for a streaming service with no ads, or pay less for the ad-supported version?
Despite increased headwinds and a less optimistic economic outlook, Americans aged 55 and older are not fully retreating from the marketplace. Instead, they’re reordering priorities and sharpening their focus on where their money goes, leaning into quality, delaying some purchases, and continuing to invest in experiences that matter.
Want to reach high-intent buyers in this volatile economic environment? See how CivicScience data helps Fortune 500 companies gain a competitive edge by tapping into emerging consumer data and identifying shifting attitudes before they become trends.