The modern marketer’s trusted source for consumer insights
Understanding consumer behavior is more important than ever yet has never been more difficult. Dentsu Navigator is making it easier for marketers to understand their consumers and navigate in a world of change. Each month, our strategists survey US consumers about the cultural trends, social issues, and emerging industry innovations of our day.
From gaming, sports and retail to health, politics and sustainability, we uncover actionable insights on a range of topics and industries that help marketers make smarter business decisions, stay competitive, and connect more authentically with consumers.
Present Tense – Holiday 2025 is More Complicated Than Ever

Holiday sentiment has split into two camps—excitement versus apathy and exhaustion—with Millennials showing the highest excitement levels while Gen Z and Boomers are more stressed. Discover how consumers are navigating this cultural moment, where the holiday season feels just as overwhelming as it does magical.
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View previous reports

Almost Famous: Influencers’ Growing Impact on U.S. Consum...

Back-To-School Shopping 2025

How Can Brands Play In Modern Third Spaces?

How U.S. Travel Is Transforming In 2025

What's In the Future For Gen Z?

GLP-1s: Impact on Consumer Categories

Retail & Shopping 2025

Personal Finances: Charitable Giving, Open Banking & Data...

Dentsu Consumer Navigator: Entertainment: Gaming, Sports ...

Dentsu Consumer Navigator: Hispanic People & Media

Dentsu Consumer Navigator: Holiday Shopping 2024

Dentsu Consumer Navigator: The Wellbeing Economy 2024

Dentsu Consumer Navigator: Back-To-School Shopping 2024

Dentsu Consumer Navigator: Digital Ownership

Dentsu Consumer Navigator: Summer Travel Look Ahead 2024

Dentsu Topical Navigator: Luxury Fashion 2024

Dentsu Consumer Navigator: Generative AI 2024

Dentsu Consumer Navigator: Work & Side Gigs 2024

Dentsu Consumer Navigator: Retail & Shopping 2024

Dentsu Consumer Navigator: Auto & Mobility 2024

Dentsu Consumer Navigator: 2024 Look Ahead

LGBTQ Representation in Ads & Entertainment

Black People & Media – Part III

Dentsu Consumer Navigator: Entertainment 2023

Dentsu Consumer Navigator: Sustainability 2023 Part 2: US...

Dentsu Consumer Navigator: Financial Services & Insurance...

Dentsu Consumer Navigator: Holiday Shopping 2023

Dentsu Consumer Navigator: Sustainability 2023

Dentsu Consumer Navigator: Back-to-School Shopping 2023

Dentsu Consumer Navigator: Healthcare 2023

Dentsu Consumer Navigator: Summer Travel Look Ahead

Dentsu Consumer Navigator: Generative AI 2023

Dentsu Consumer Navigator: Retail & eCommerce 2023

Dentsu Consumer Navigator: Digital Ownership & the Metave...

Diversity in Advertising

The State of Data Privacy 2022

The State of Travel 2022

Navigating Politically Polarizing Issues

Holiday Shopping 2022

Consumer Sentiment on SCOTUS Decision

Back-to-school Shopping 2022

Black People & Media Pt. II

Shopping Habits Through Exclusivity & Convenience

Health and the Renaissance of Human Care: Consumer Senti...

Digital Ownership & The Metaverse: Consumer Sentiment Study

The Rise of Gaming: Consumer Sentiment Study
Tracking American Sentiment
Since March 2020, dentsu has fielded a monthly US consumer survey to better understand what consumers continue to value and de-prioritize as the coronavirus crisis evolves. Heading into the third year of the pandemic, it’s clear our lives haven’t changed – they are changing, and will continue to do so.
As of January 2024, financial concerns and inflation are driving many consumers to be more budget conscious than normal and cuts to essential and discretionary spend are expected.

August 2025: American Mindset

July 2025: American Mindset

June 2025: American Mindset

May 2025: American Sentiment

April 2025: American Mindset

March 2025: American Sentiment

February 2025: American Mindset

January 2025: American Sentiment

November 2024: American Sentiment

October 2024: American Sentiment

September 2024: American Sentiment

American Sentiment: August 2024

July 2024: American Sentiment

June 2024: American Sentiment

May 2024: American Sentiment

April 2024: American Sentiment

March 2024: American Sentiment

February 2024: American Sentiment

January 2024: American Sentiment

November 2023: Dentsu Consumer Navigator: Pandemic & Econ...

October 2023: Dentsu Consumer Navigator: Pandemic & Econo...

September 2023: Dentsu Consumer Navigator: Pandemic & Eco...

August 2023: Dentsu Consumer Navigator: Pandemic & Econom...

July 2023: Dentsu Consumer Navigator: Pandemic & Economic...

June 2023: Dentsu Consumer Navigator: Pandemic & Economic...

May 2023: Dentsu Consumer Navigator: Pandemic & Economic ...

April 2023: Dentsu Consumer Navigator: Pandemic & Economi...

March 2023: dentsu Consumer Navigator: Pandemic & Economi...

February 2023: dentsu Pandemic & Economic Sentiment

January 2023: dentsu Pandemic & Economic Sentiment

November 2022 Edition: dentsu COVID-19 Recovery Navigator

October 2022 Edition: dentsu COVID-19 Recovery Navigator

September 2022 Edition: Covid-19 Recovery Navigator

August 2022 Edition: Covid-19 Recovery Navigator

July 2022 Edition: Dentsu Navigator: COVID-19 Recovery

June 2022 Edition: COVID-19 Recovery Navigator

May 2022 Edition: COVID-19 Recovery Navigator

April 2022 Edition: COVID-19 Recovery Navigator

Dentsu Navigator: Brand Response Guide to the Russian/Uk...

March 2022 Edition: COVID-19 Recovery Navigator

February 2022 Edition: COVID-19 Recovery Navigator

January 2022 Edition: COVID-19 Recovery Navigator

November 2021 Edition: COVID-19 Recovery Navigator

October 2021 Edition: COVID-19 Recovery Navigator

September 2021 Edition: COVID-19 Recovery Navigator

August 2021 Edition: COVID-19 Recovery Navigator

July 2021 Edition: COVID-19 Recovery Navigator

June 2021 Edition: COVID-19 Recovery Navigator

May 2021 Edition: COVID-19 Recovery Navigator

April 2021 Edition: COVID-19 Recovery Navigator

March 2021 Edition: COVID-19 Recovery Navigator

February 2021 Edition: COVID-19 Recovery Navigator

January 2021 Edition: COVID-19 Recovery Navigator

November 2020 Edition: COVID-19 Recovery Navigator

October 2020 Edition: COVID-19 Recovery Navigator

September 2020 Edition: COVID-19 Recovery Navigator

August 2020 Edition: COVID-19 Recovery Navigator

July 2020 Edition: COVID-19 Recovery Navigator

June 2020 Edition: COVID-19 Recovery Navigator

June 2020 Edition: COVID-19 Recovery Navigator

May 2020 Edition: COVID-19 Recovery Navigator

April 2020 Edition: COVID-19 Recovery Navigator

April 2020 Edition: COVID-19 Recovery Navigator

April 2020 Edition: COVID-19 Recovery Navigator
Meet Our Editorial Team





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