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Consumers remain anxious
Below are five charts on where consumer sentiment stands, what economic issues they are most concerned about, and what might lie ahead in the future
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What the Future: Fandom
Revisit our on-demand webinar for insights into how fans and their communities are evolving as powerful cultural arteries and the questions they create for businesses.
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When it comes to buying products, price wins
Most Americans (57%) say that they don’t really care about brands, they just buy things they need, according to new data from the Ipsos Consumer Tracker.
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Here’s what Americans think they’ll cut back on due to tariffs
What are people more willing to cut back on, if prices rose 10% due to tariffs? Discretionary items could face a bigger crunch, with one in three people saying they would have to cut back, according to the Ipsos Consumer Tracker.
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Reuters/Ipsos Issues Survey April 2025
The latest Reuters/Ipsos survey shows continued public concern over inflation, immigration, and international trade.
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Americans have a negative economic outlook, even as many feel their personal economic situation hasn’t changed
New ABC News/Washington Post/Ipsos polling finds the president’s approval has dropped
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Since the beginning of 2025, approval of President Trump’s handling of immigration has softened slightly
New ABC News/Washington Post/Ipsos polling finds Americans are divided on President Trump’s approach to immigration
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How fandom shapes future brand success
Fans and fan communities are powerful cultural forces, creating a host of new questions and opportunities for businesses. What the Future: Fandom shares how followers and fan experiences will influence brands’ current — and potential — customers.
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How the fandom revolution is changing the game for brand growth
From diehards to bandwagoners, nine in ten Americans consider themselves a fan of something. That raises a host of questions today and tomorrow for brands and companies to consider, says What the Future Editor Matt Carmichael.
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How livestreaming is shifting fan engagement in the attention economy
Livestreaming platforms have made it possible for fans to go from passive consumption to real-time connection. Rachel Delphin, CMO for Twitch, thinks that shift will shape the future of fandom.