Top U.S. Consumer Concerns — Last 30 Days (RILA Global Consulting Analysis)

Summary

Over the past month, American consumers have been caught between economic pressure and cautious hope. According to RILA’s analysis of 25 million online conversations, tariffs and inflation dominate public discourse — shaping a sense of financial vulnerability that spans demographics and languages. English-speaking Americans decry tariffs as a hidden tax, while Spanish-speaking communities focus on agricultural fallout and global trade risks. Inflation’s reach now extends beyond groceries to healthcare, deepening distrust in political leadership. Meanwhile, AI-driven automation fuels job insecurity, especially among younger generations who see innovation as both opportunity and threat. Yet, amid the strain, moments of optimism — from EV purchases to financial literacy — suggest that while Americans feel squeezed, they’re still seeking control and clarity in a shifting economic landscape.

Top U.S. Consumer Concerns — Last 30 Days

Analysis period: September 15 – October 17, 2025

America’s consumer conversation over the past 30 days has been dominated by financial strain, technological uncertainty, and cautious optimism. RILA Global Consulting analyzed more than 25 million online mentions to uncover what’s shaping the national mindset — from tariffs and inflation to AI-driven anxiety and the few bright spots in spending behaviors.

1. Tariffs — Americans Feel the Hidden Tax

Conversations about tariffs surged to 25.1 million mentions (+1887% year-over-year), making it one of the most emotionally charged topics of the month.

Across English-language platforms, Americans reacted through a “wallet-first” lens, describing tariffs as a hidden tax driving up prices on everyday goods — from home appliances to furniture.

Nearly one in three posts referenced President Trump, connecting the issue directly to leadership and trade policy. 39% of sentiment was negative, with users emphasizing that tariffs “make Americans pay more” while “foreign exporters get spared.”

Meanwhile, Spanish-language conversations painted a different picture. Discussions centered on agriculture (22%), BRICS relations, and fears of retaliatory trade shocks. Many worried about soy, beef, and sugar exports, while 15% called for diplomacy and better international communication.

Together, these narratives show that while English-speaking consumers debate who pays, Spanish-speaking users focus on who suffers — revealing a shared sense of financial vulnerability from different perspectives.

2. Inflation — Pressure on the Everyday Wallet

Inflation remains the constant backdrop of U.S. economic conversation. Consumers repeatedly blamed tariffs and rising energy costs (19%) as the biggest contributors to higher prices.

A significant share of sentiment focused on healthcare costs, particularly among rural Americans who already struggle with limited access to care. 24% of inflation-related mentions were negative, reflecting deep affordability fears spreading beyond groceries into medical devices and insurance premiums.

For many households, inflation is no longer just about paying more at the checkout line — it’s about healthcare survival. The overall tone revealed fatigue with political gridlock and waning trust in Washington’s ability to deliver economic stability.

3. AI and Unemployment — Innovation Meets Anxiety

A growing 12% of all economic discussions centered on AI and automation, led primarily by Gen Z and Millennial voices. The dominant emotion? Fear.

Younger Americans expressed anxiety about being replaced or left behind as automation expands across industries. 46% of job-related conversations carried a negative tone, amplified by the nine-day delay of the government’s job report, which many said “stalled confidence.”

Corporate AI announcements only fueled the unease. For example, Walmart’s partnership with OpenAI generated 171K mentions and 2.1M engagements, with 37.9% of sentiment negative. Consumers increasingly view “AI-first” strategies as efficiency at the expense of employment.

The data tells a clear story: while innovation excites, trust in AI-led corporations is eroding, and public sentiment toward automation remains net-negative month after month.

4. Economic Bright Spots — Small Wins in a Cautious Market

Amid widespread concern, there were still glimmers of optimism. Roughly 5% of total sentiment was positive, reflecting moments where Americans felt in control of their finances.

The biggest contributors were vehicle purchases (72% of positive mentions), especially growing interest in electric models (7%) — signaling consumer confidence in long-term mobility investments.

Falling gas prices also sparked celebration, particularly during holiday weekends, though many questioned the sustainability of the trend. Meanwhile, 8% of positive discussions highlighted financial literacy, with consumers sharing advice on credit-card management and investing.

These conversations reveal a pragmatic optimism: Americans remain motivated to spend and plan — but only when they can do so strategically and sustainably.

Key Takeaway

The American consumer mindset in late 2025 is defined by financial caution, technological anxiety, and selective optimism. Tariffs and inflation dominate household concerns, AI continues to test public trust, and even small economic wins are met with skepticism.