Job Security, Fraud Concerns Mount as Consumers Take Drastic Action to Combat Affordability Issues

J.D. Power reports that affordability concerns are driving significant changes in consumer behavior, even among people who feel secure in their jobs. As households contend with rising living costs and persistent fraud concerns, many are taking defensive actions such as cutting discretionary spending, delaying major purchases, seeking lower-cost alternatives and increasing efforts to protect their finances. The research suggests that financial confidence is increasingly tied to affordability rather than employment alone.

These shifts indicate that value and financial security are becoming central to purchase decisions, creating opportunities for financial services, insurance, retail, automotive, home improvement and other consumer-facing businesses that can emphasize affordability, trust and practical solutions to help customers navigate ongoing economic pressure.