Gartner Marketing Survey Finds Nearly Half of Consumers Expect to Buy More American Goods Amid Economic Uncertainty
BUSINESS WIRE)--Forty-seven percent of consumers expect to buy more American-made products this year, according to a survey by Gartner, Inc.
A Gartner Consumer Community survey of 212 US consumers, conducted in March 2025, found that 42% consumers agreed that they have decided to wait to make a major purchase, up from 2024 when only 28% consumers were reconsidering such expenditures (see Figure 1). By the third quarter of 2025, Gartner predicts 60% of consumers will have elected to delay a major purchase. And by the end of the year, Gartner predicts 60% of consumers will buy on secondhand and peer-to-peer marketplaces.
'The current wave of economic uncertainty is reshaping consumer behavior in profound ways,' said Kate Muhl, VP Analyst in the Gartner Marketing practice. 'There is a clear shift towards more deliberate purchasing decisions and budget-conscious shopping strategies, as individuals prioritize financial stability over immediate gratification.
'Marketing leaders who adapt to these changes by strengthening their brand value, and consistently delivering on core consumer promises, will be more likely to see their organizations thrive."
Consumers Prefer Brands to Stay Neutral but Consistency Matters Even More
While the majority (68%) of consumers are not looking for brands to take stands on social or political issues right now, 55% say that when a brand reverses course on social and political issues, they lose trust in that brand. Furthermore, a third of consumers who distrust brands that reverse course report boycotting a brand in the last year (compared to only 20% of those unbothered by brands reversing course).
"In today's intricate landscape, marketers must navigate the delicate balance between brand activism and consumer sentiment with caution. While it's a challenging time to initiate new socio-political campaigns, altering existing stands requires subtlety and discretion to avoid alienating consumers," advises Muhl.
Gartner clients can read more in the report: ' Quick Answer: CMOs Must Prepare for Consumer Reaction to Tariffs'.
About the Gartner Marketing Symposium/Xpo
The Gartner Marketing Symposium/Xpo is taking place June 2-4 in Denver, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results and exceed expectations. Gartner analysts address the biggest opportunities, challenges and priorities marketers face today, including marketing strategy development, marketing analytics and CX strategy. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG.
About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com/marketing. Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.
About Gartner
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization's mission-critical priorities. To learn more, visit gartner.com.
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"When societies generate more elite aspirants than there are roles to fill, competition for status intensifies," Savolainen wrote. "Ambitious but frustrated people grow disillusioned and radicalized. Rather than integrate into institutions, they seek to undermine them." Peter Turchin forecasted a spike in unrest around 2020, driven by economic inequality, elite overproduction, and rising public debt. Peter Turchin forecasted a spike in unrest around 2020, driven by economic inequality, elite overproduction, and rising public debt. Courtesy of Peter Turchin Savolainen warned that Trump-era policies—such as the dismantling of D.E.I. and academic research programs and cuts to public institutions—have the potential to accelerate the pattern, echoing the unrest of the 1970s. "President Trump's policies could intensify this dynamic," he noted. "Many are trained in critique, moral reasoning, and systems thinking—the very profile of earlier generations of radicals." Structural Drivers Turchin, who is now an emeritus professor at UConn, believes the American system entered what he calls a "revolutionary situation"—a historical phase in which the destabilizing conditions can no longer be absorbed by institutional buffers. Reflecting on the last few years in a recent post on his Cliodynamica newsletter, he wrote that "history accelerated" after 2020. He and colleague Andrey Korotayev had tracked rising incidents of anti-government demonstrations and violent riots across Western democracies in the lead-up to that year. Their findings predicted a reversal of prior declines in unrest. "And then history accelerated," he wrote. "America was slammed by the pandemic, George Floyd, and a long summer of discontent." A police officer points a hand cannon at protesters who have been detained pending arrest on South Washington Street in Minneapolis, May 31, 2020, as protests continued following the death of George Floyd. A police officer points a hand cannon at protesters who have been detained pending arrest on South Washington Street in Minneapolis, May 31, 2020, as protests continued following the death of George Floyd. AP Photo/John Minchillo, File While many saw Trump's 2020 election loss and the January 6 Capitol riot that followed as its own turning point in that hectic period, Turchin warned that these events did not mark an end to the turbulence. "Many commentators hastily concluded that things would now go back to normal. I disagreed," he wrote. "The structural drivers for instability—the wealth pump, popular immiseration, and elite overproduction/conflict—were still running hot," Turchin continued. "America was in a 'revolutionary situation,' which could be resolved by either developing into a full-blown revolution, or by being defused by skillful actions of the governing elites. Well, now we know which way it went." These stressors, he argues, are not isolated. They are systemwide pressures building for years, playing out in feedback loops. "Unfortunately," he told Newsweek, "all these trends are only gaining power."
