insights
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Everything we do at The Consumer Collective centers people. How they live, how they think, and how they spend. That obsession comes through in our insights reports, which contextualize consumer insights with market intelligence, macroeconomic and geopolitical influences, and cultural shifts.
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Our deep sector expertise and trend forecasting capabilities allow us to spot trends when they are mere signals. Our insights reports identify which signals will become major business opportunities.
The consumer is our north star.
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This consumer insights report dives into the diverging American consumer heading into summer 2026. Built on a 300-person May survey and a longitudinal lower-income study from October 2025.
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59% of consumers are dipping into savings to cover everyday expenses. Gas has surged as a nearly equal pain point to groceries. Middle-income households are drawing down savings at a higher rate than low-income ones and carrying the highest debt of any group. And 37% of Americans aren't going anywhere this summer.
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The report breaks down what's happening by income tier and generation, covers what it means for brands across seven categories, and identifies where the money actually is in summer 2026. 22 pages. $195. Instant download.
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