Consumer sentiment is officially split — and it’s reshaping what it means for marketing strategies, brand positioning, and consumer engagement. Our latest Mastercard proprietary research reveals a sharp divide: 28% of consumers say their financial situation worsened in 2025 29% say it improved —creating a landscape of contrasting priorities Two very different realities. Two very different mindsets. And that split shows up in behavior: 47% choose brands aligned with their values — even at a higher price 53% prioritize lower cost — even if values take a back seat So, what’s driving this split? Affluence plays a major role: 57% of values‑first consumers are affluent 62% are high‑net‑worth individuals This is where marketing gets complex. Touting aspirational values when consumers are struggling can feel tone-deaf. Brands must balance Values vs. Value with empathy and precision. What this means for marketers: Affluent consumers will pay more for meaningful experiences Personalization is critical—understand the nuanced realities of every consumer segment. Consumers reveal their priorities through behavior; brands must listen and adapt. This content series breaks down our proprietary research, thousands of qualitative interviews, and quantitative surveys across the Americas to uncover the real attitudes and behaviors shaping U.S. consumers. The insights featured here come from our Powering Prosperity research, introducing the persona attitudes and behaviors. Each insight is delivered as a short-form video designed for teams across product, marketing, portfolio, experience, sales/operations, and creative. The goal: help anyone telling stories at scale turn consumer realities into meaningful action. Subscribe here for the latest insights by Tobias Puehse, SVP Insights & Intelligence Americas. Stay Curious!

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