What's happening:
The newly signed "One Big Beautiful Bill Act," passed on July 4, 2025, introduces a sweeping set of changes across tax policy, social programs, healthcare, and federal spending. Yet despite the scale of its impact, public reaction is anything but unified. Survey data from the latest Consumer Pulse shows that Americans are generally split, with views largely falling along political and economic lines. Higher earners and Republican-leaning respondents are more likely to feel hopeful about its impact, particularly around tax-related changes. Meanwhile, lower-income groups and individuals with a Democratic lean are more concerned, especially regarding areas such as healthcare and social programs. Whether seen as a step forward or a cause for concern, the bill is already reshaping how people think about their own future and the future of the U.S. economy as a whole.
What we found:
- 64% of Republicans report feeling somewhat or very positive about the bill compared to just 21% of Democrats.
- 57% of high-income earners ($150k) feel positively vs. 23% of those with lower incomes (<$30k).
- Higher-income earners anticipate the most impact to their lives in the form of changes to tax policies (42%), while lower-income respondents expect the biggest impact from changes to healthcare programs (53%).
- 48% of Republicans expect the bill to improve their household finances, while 40% of Democrats expect their finances to worsen.
Why it matters:
The divide in reactions to the bill isn’t just political or economic, it’s also emotional. For some, it signals relief or momentum. For others, it raises anxiety or doubt. And for many, it’s still unclear. Consumers are watching to see who gets it, who they can count on, and who understands what life looks like right now. For brands, this creates an opportunity. The ones that resonate most will be the ones that feel steady, clear, and in touch with how people are actually feeling right now. It's not about having perfect solutions but about showing up with consistency and understanding. Brands that can do that will be the ones people turn to when they need something they can count on.
(N=1,023 homeowners, MoE ±3.06%, 95% CI,
Data Collected: July 11-12 2025)
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