At Porter Novelli, we believe that understanding people—their hopes, concerns, and motivations—is the key to meaningful communication. That’s why we’re launching the Mood + Mindset Report, a monthly snapshot of how American consumers are feeling and what’s driving their actions during this pivotal moment in our culture.
What’s Shifting, and Why It Matters
In recent months, we’ve seen a noticeable pullback from brands on public commitments to environmental and social issues, a trend sometimes called “greenhushing.” But is this what consumers want? Our new research suggests otherwise. Americans are navigating a complex emotional landscape, but their expectations of brands haven’t faded.
Peace, Stability, and Kindness Top the List
Our first survey, fielded in April with over 1,000 participants across the U.S., found that people are craving peace (48%), stability (45%), and kindness (43%) above all else. While there are generational and political splits—Gen Z and liberals express more hope, while boomers and conservatives seek stability—there’s widespread agreement that life feels turbulent, and a yearning for unity is strong.
Values Still Drive Action—and Brand Loyalty
Despite fears of backlash or skepticism, Americans continue to expect brands to step up. A striking 86% say companies should stand up for people of all backgrounds and beliefs, and 75% want brands to support social and environmental issues. Notably, nearly half of consumers have “boycotted” a brand because of its values. Younger generations and progressives lead this trend, but across the board, silence from brands isn’t seen as neutral—it can erode trust and loyalty.
The Local Opportunity
One of the most interesting findings: nearly a third of Americans want companies to act locally, not just make big national statements. Community-based initiatives and changes to business practices are emerging as powerful ways for brands to build relevance and deepen connection.
What’s Next
This summer, we’ll be tracking these shifts in mood and mindset every month, sharing the latest insights to help brands stay connected to what matters most. By listening closely, we hope to help our clients—and the industry—navigate this period of change with confidence and clarity.
Want to see the full data and analysis? Read the latest Mood + Mindset Report here.
