This is America: Disillusionment, Disruption — and a Dash of Optimism
How is America doing?
Whether you’re speaking with your neighbors or reading news headlines — we can probably guess what your immediate answer is to that question. According to the 2025 Gulf South Index, 71% of the Gulf South and 70% of national respondents are unhappy with how things are currently going in the United States. So why are people upset — and what is causing this dropping sentiment?
The American (Pipe) Dream
The concept of the American Dream is one of the pillars of American culture, and one that is hard to avoid. Since the inception of the Gulf South Index in 2020, we’ve tracked what percentage of Americans still believe the American Dream is achievable, and who is still unsure.
Uncertainty is increasing according to the 2025 Gulf South Index report numbers. For national respondents, the percentage who believed in achieving the American Dream hit a report-high in 2022 at 62%. Now in 2025, we’re down to just 47%. These numbers go from 54% to 37% here in the Gulf South. Amidst financial turmoil and uncertainty, more people are bound to believe less and less.
“It’s a bad time to be looking for the American Dream,” according to an Axios report by Dave Lawler. Trends show a lower amount of job postings and hirings this year, less people getting married and consistently slowing home sales. The core tenets of the American Dream — a home, a job, and a family — seem harder to come by, and are especially difficult for the younger generations entering adulthood, Lawler notes. It’s no wonder people are more disillusioned with the American Dream as it seems to slip further from their grasp.
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Big Brands in Big Trouble
Another essential part of the fabric of America? Our brands and businesses. Every day, Americans makes countless decisions regarding which brands they buy and which businesses they frequent. And these decisions don’t exist in a vacuum, as what we choose is often a reflection of how we’re feeling.
Holding Grudges: It’s something we’re good at. And in 2025, no one is safe. According to a new report by Morning Consult, consumers are more likely to hold grudges against brands that they perceive have wronged them — whether that be by raising prices or changing their standards.
Affordability, of course, is the biggest determinant. Shoppers are angriest with the brands and businesses charging them more for the same product, and they’re not afraid to switch it up — just look at the feedback to recent policy changes made by Southwest Airlines. Morning Consult also reports most consumers are happy with the switches they’ve made, meaning these grudges probably aren’t going anywhere.
Big Business is hurting, too. According to Gallup, consumers have an overwhelming lack of trust in the most prominent businesses we interact with — the ones that often seem unavoidable. 45% of respondents are dissatisfied with the size and influence of major corporations — an all-time high since Gallup began measuring this sentiment in 2001. A perceived lack of transparency can lead to a lack of trust, which keeps consumers’ grudges moving forward.
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Silver Linings Lean Local
These are only some of the ways in which Americans feel they are hurting, and I’m sure anyone reading could add a few grievances of their own. But it’s not in our nature to keep everything in the negative — and there is undeniably still good news to be found here.
Big business might be hurting, but people still trust their own employers to do what’s right, according to Edelman’s 2025 Trust Barometer. A core belief of the Gulf South Index remains true, people trust local, and the closer we get to our own backyard, the better we feel.
So, how is America doing? We certainly won’t pretend it’s all easy, and legitimate concerns do exist, in the face of growing economic uncertainty and rising tensions. But there is still pride to be had, and plenty of people, businesses and leaders to trust. Stick with what resonates with you — whether that be local business and media, your employer, or your friends and family — and the good becomes easier to find.
How is America doing?
Whether you’re speaking with your neighbors or reading news headlines — we can probably guess what your immediate answer is to that question. According to the 2025 Gulf South Index, 71% of the Gulf South and 70% of national respondents are unhappy with how things are currently going in the United States. So why are people upset — and what is causing this dropping sentiment?
The American (Pipe) Dream
The concept of the American Dream is one of the pillars of American culture, and one that is hard to avoid. Since the inception of the Gulf South Index in 2020, we’ve tracked what percentage of Americans still believe the American Dream is achievable, and who is still unsure.
Uncertainty is increasing according to the 2025 Gulf South Index report numbers. For national respondents, the percentage who believed in achieving the American Dream hit a report-high in 2022 at 62%. Now in 2025, we’re down to just 47%. These numbers go from 54% to 37% here in the Gulf South. Amidst financial turmoil and uncertainty, more people are bound to believe less and less.
“It’s a bad time to be looking for the American Dream,” according to an Axios report by Dave Lawler. Trends show a lower amount of job postings and hirings this year, less people getting married and consistently slowing home sales. The core tenets of the American Dream — a home, a job, and a family — seem harder to come by, and are especially difficult for the younger generations entering adulthood, Lawler notes. It’s no wonder people are more disillusioned with the American Dream as it seems to slip further from their grasp.
***
Big Brands in Big Trouble
Another essential part of the fabric of America? Our brands and businesses. Every day, Americans makes countless decisions regarding which brands they buy and which businesses they frequent. And these decisions don’t exist in a vacuum, as what we choose is often a reflection of how we’re feeling.
Holding Grudges: It’s something we’re good at. And in 2025, no one is safe. According to a new report by Morning Consult, consumers are more likely to hold grudges against brands that they perceive have wronged them — whether that be by raising prices or changing their standards.
Affordability, of course, is the biggest determinant. Shoppers are angriest with the brands and businesses charging them more for the same product, and they’re not afraid to switch it up — just look at the feedback to recent policy changes made by Southwest Airlines. Morning Consult also reports most consumers are happy with the switches they’ve made, meaning these grudges probably aren’t going anywhere.
Big Business is hurting, too. According to Gallup, consumers have an overwhelming lack of trust in the most prominent businesses we interact with — the ones that often seem unavoidable. 45% of respondents are dissatisfied with the size and influence of major corporations — an all-time high since Gallup began measuring this sentiment in 2001. A perceived lack of transparency can lead to a lack of trust, which keeps consumers’ grudges moving forward.
***
Silver Linings Lean Local
These are only some of the ways in which Americans feel they are hurting, and I’m sure anyone reading could add a few grievances of their own. But it’s not in our nature to keep everything in the negative — and there is undeniably still good news to be found here.
Big business might be hurting, but people still trust their own employers to do what’s right, according to Edelman’s 2025 Trust Barometer. A core belief of the Gulf South Index remains true, people trust local, and the closer we get to our own backyard, the better we feel.
And you can’t count out a positive attitude, while plenty Americans and Gulf South respondents are unsure about the future, the majority of both groups still believe America’s best days are ahead of them. 56% of the Gulf South and 50% nationally are also proud to be an American.
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So, how is America doing? We certainly won’t pretend it’s all easy, and legitimate concerns do exist, in the face of growing economic uncertainty and rising tensions. But there is still pride to be had, and plenty of people, businesses and leaders to trust. Stick with what resonates with you — whether that be local business and media, your employer, or your friends and family — and the good becomes easier to find.
President
The Ehrhardt Group