Shows August Zeta Economic Index figures indicating households shifting focus in spending habits
In a recently published study, Zeta Global, a leading data-driven marketing technology company, analysed consumer behaviour from over 245 million U.S. households. The results of this study are set to impact marketing professionals and retailers nationwide, providing deep insights that enable more personalised, data-informed marketing strategies to improve customer engagement and sales outcomes.
The study reveals that the automotive purchase intent declined 7.1% month-over-month, indicating a decrease in car buying intentions. This decline may be attributed to various factors, including economic uncertainty and the shift in consumer priorities towards essential purchases.
However, consumers maintained forward-looking intent while reducing non-essential purchases in August, driven by back-to-school planning. This suggests that while consumers are being selective with their spending, they are still planning for future needs.
The study also shows that discretionary spend propensity dropped 5.7% month-over-month, reflecting a decrease in consumers' willingness to spend on non-essential items. This trend is not surprising, given the ongoing economic instability.
On a positive note, out of home movement climbed 2.0% month-over-month, indicating an increase in physical world activity. This is a promising sign for businesses operating in the offline space, as it suggests that consumers are still engaging with the physical world.
Retail, too, saw a rise of 4.0 points month-over-month in August due to increased in-store activity and a shift from splurge to staple purchases. This trend suggests that consumers are still spending, but are being more cautious with their purchases, opting for necessities over discretionary items.
The Economic Stability Index score for Q3 2025 is 65.3, down 0.8% quarter-over-quarter. This decline indicates a general economic slowdown, but the index remains above the 60 mark, suggesting that the economy is still stable.
The Zeta Economic Index, which processes signals from over 245 million consumers across multiple touchpoints and channels, recorded a 0.9% monthly decline in August 2025, marking the fifth consecutive monthly decrease. This downturn may be a cause for concern, but it is important to note that the index should not be considered investment advice or relied upon to make investment decisions.
The system's combination of spend data, browsing patterns, credit indicators, and life-event signals provides multidimensional views of consumer intent. This comprehensive approach allows for a more nuanced understanding of consumer behaviour, enabling businesses to tailor their marketing strategies accordingly.
Sectors experiencing pullbacks, like automotive and financial services, may benefit from strategies focused on maintaining brand awareness rather than immediate conversion pressure. This approach can help businesses to remain top-of-mind for consumers when they are ready to make a purchase.
Categories showing resilience, such as dining and retail staples, may warrant sustained or increased marketing investment. As consumers continue to demonstrate selectivity in their spending, it is important for businesses to focus their marketing efforts on areas where they can expect to see continued demand.
The August findings suggest marketing professionals should prepare for continued consumer selectivity rather than widespread spending collapse. By understanding the trends and shifts in consumer behaviour, businesses can adapt their strategies to meet the needs of their customers and maintain a competitive edge.
In conclusion, the Zeta Global study provides valuable insights into the current state of consumer behaviour in the U.S. market. By understanding these trends, businesses can make informed decisions about their marketing strategies, ensuring they remain relevant and effective in a rapidly changing economic landscape.
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