Consumer Pulse | Post-Election Pulse | December 5, 2024

What's happening:

As the results of the 2024 Presidential election settle a month later, the nation is continuing to reflect on its implications for the future. This election comes at a critical time, with widespread discussions about economic stability, societal priorities, and the path forward under new leadership. The outcomes have sparked conversations about public confidence and how these perceptions may shape expectations for the economy, consumer behavior, and national direction in the months to come.

What we found:

• Outlook on the future after the election is generally split, with 48% noting that it has made their overall outlook more positive and 64% citing strong confidence in the economy. 
• Millennials are among the most optimistic. Not only do they feel more positive about the future in general (55%), but they also have a large degree of confidence in the economy coming out of the election (74%). 
• Our data suggests that the uncertainty surrounding the election may have had a psychological impact on those waiting to make a large purchase, particularly for Millennials who could be looking to become homeowners. 59% report that they're more likely to make a large purchase now that the election is over compared to 39% of the overall sample. 
  
  

Why it matters:

The 2024 Presidential election results appear to be a turning point for consumer sentiment, regardless of whether that is due to the results or the uncertainty of the election having come to an end. For marketers, this shift signals the importance of aligning messaging with themes of stability, growth, and opportunity. Highlighting products or services that empower consumers to take advantage of this moment—whether through financial tools, aspirational branding, or tangible savings—can help tap into this wave of optimism. Additionally, as consumer behavior recalibrates following the uncertainty of the election, brands that engage with Millennial buyers now may build loyalty with a demographic eager to invest in their future.

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