Know the New America & Beyond: March 2026

As the war in Iran reaches the one-month mark, Americans' concerns are apparent. The strikes have stayed consistently unpopular, with 59% disapproving in our latest Reuters/Ipsos poll. But beyond that, it's clear that many Americans see the clash abroad as something that could hurt them at home - perhaps literally. Two in five Americans (46%) believe the war will make the U.S. less safe in the long run, compared to 29% who think the opposite.

Americans also believe they are paying more at the gas pump in the wake of the war in Iran, and most (84%) think prices will get worse in the next few weeks. It's already reshaping consumer behavior among American consumers: 58% say they're driving less overall, 60% say they're driving to closer stores when they go shopping, and a sizable number (21%) say they're driving farther than usual to seek out gas stations with better prices, according to the Ipsos Consumer Tracker.

One key thing for brands to remember as this pushes out into the economy: Half of Americans say they don't have any money left over after they pay their bills, according to the Ipsos Consumer Tracker. That means that when one part of their budget gets more expensive, like gas, they need to cut back in another area. Brands need to take action to stay off the chopping block.

Thank you for reading - please contact us to help you navigate this uncertain environment.

Read on to discover the latest insights on America from Ipsos.