Published: 05/19/2025
Genna Hunt
Vice President, Key Accounts, Dynata
It’s tempting to look at traditional signals like GDP growth, unemployment rates or historical indexes as the full story when trying to understand the consumer mindset. But these metrics often lag behind the reality of how people are feeling, spending, and adjusting their lives in real time. That’s why Bain & Company partnered with Dynata when creating a new Consumer Health Index—to help businesses get ahead of sentiment, not just react to it.
What makes the Consumer Health Index different is its focus on multiple dimensions of consumer wellbeing and a distinct segmentation of consumers by 3 income ranges. The index regularly surveys thousands of consumers across demographics and geographies, asking not just “How much are you spending?” but “How secure do you feel in your financial future?” and “Are you planning to delay purchases or downgrade brands?”
This approach gives brands and businesses a richer signal set. For instance:
- Confidence might be high, but planned discretionary spending could be dropping.
- Consumers may feel stable, yet still be aggressively trading down in grocery or apparel.
- Gen Z might report low financial stress, but show increasing reluctance to take on debt.
These nuances don’t show up in macroeconomic data—but they matter deeply when you’re forecasting demand, designing campaigns, or refining product strategy.
Turning Insight Into Action
Understanding sentiment as a brand, retailer or agency is no longer optional. It’s a strategic imperative. With tools like the Bain/Dynata Consumer Health Index, you can:
- Anticipate shifts in consumer behavior before they appear in your sales data.
- Segment your audience based on emotional and financial outlook, not just age or income.
- Fine-tune messaging to reflect what your customers are feeling—not just what the market is doing.
In a world where the macro looks “fine” but micro-behaviors are changing fast, real-time sentiments helps you stay agile and ahead of the curve.
In light of recent economic and policy developments, understanding consumer sentiment has never been more important. Join our webinar on 06/04/2025 1pm EDT / 10am PDT to explore the latest findings from the Bain & Dynata Consumer Health Index (CHI).