Ipsos Data Drops: Why belonging is the new brand loyalty for financially squeezed consumers

When consumers are financially crunched, they shift how/how often they shop but their brand values and preferences persist. This means they are more likely to reduce or eliminate spending in areas not tied to their identity, community, or culture. Rising interest rates, increasing housing costs, tariffs, growing income inequality, and stagnant wages have left more Americans feeling resource-restricted in 2025.