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Headlines vs. Reality: What’s Really Happening with Consumers

Headlines vs. Reality: What’s Really Happening with Consumers

September 08, 2025

If you follow the financial headlines, it can feel like the sky is always falling. Every new jobs report or inflation update seems to spark panic, and markets can swing in response. But when you look past the headlines and listen to what company leaders are actually saying, the story is far less dramatic.

I was recently listening to one of my favorite podcasts, Animal Spirits, hosted by Michael Batnick and Ben Carlson (They put out some great stuff in the world of finance). They highlighted comments from CEOs during the most recent earnings reports of some of the largest companies in the world:

  • Mastercard pointed out that both higher-income and everyday consumers are still spending. Wages are growing faster than inflation, unemployment is low, and the foundation for consumer activity is strong, even with global uncertainty in the background.
  • Visa noted that while spending habits differ depending on the type of consumer, overall activity has stayed steady and in line with what we’ve seen in recent quarters.
  • Amazon said that demand in the first half of the year has remained firm, without any noticeable slowdown.
  • SoFi, which primarily serves younger customers, reported that borrowers are staying on track. Credit health is improving, and delinquencies have actually declined since peaking last year.


Two Different Consumers


Not everyone feels the same way right now. The first, households with a higher net worth and more disposable income continue to spend comfortably and power the consumer. On the other side are consumers who live paycheck to paycheck. While they are more sensitive to rising costs and feeling that pressure, as long as they have a paycheck they will continue to spend. When you take all of these comments together, the story is consistent: consumers on both ends of the spectrum are continuing to spend and are doing better than the headlines might lead you to believe.

Why This Matters for You


The financial media has a way of magnifying every report. A single jobs number or retail sales release can rattle markets for a day. Yet if you zoom out and listen to what the companies running these businesses are saying, the message has been remarkably steady for years: spending is resilient, credit health is solid, and the fundamentals are intact.

For long-term investors, this is a reminder that:

  • Short-term drama does not change long-term reality.
  • Company earnings calls often paint a clearer picture than financial headlines.
  • A strong financial plan is designed to ride out the turbulence.


So the next time you see a headline predicting disaster, remember: turbulence does not mean the plane is going down. It is simply part of the normal flight path.