Skilled Trades Report; Medicare and Retirement; Breastfeeding Challenges; 20 Brands Catching Baby Boomers’ Attention; IBS Remains a Burden

How Do Americans Think About The Skilled Trades? 

The U.S. is suffering from a severe shortage of skilled tradespeople. Simultaneously, college prices are higher than ever, making many Americans reconsider the value of attending a four-year university. Recently, The Harris Poll’s Corporate Strategy & Reputation team surveyed more than 2,000 U.S. adults to determine how Americans think about the skilled trades, and how companies can better support young adults who are considering these professions. 

• The skilled trades are highly respected: 91% of Americans agree trade jobs are just as important to society as white-collar jobs. 
• You don't need a college degree to secure a good paycheck: 90% say most people don't realize how high-paying skilled trades can be. 
• Schools aren't preparing students to enter the trades: 86% agree skilled trade careers are overlooked in schools today. 
• Younger adults see less opportunity in skilled trades: 59% of Baby Boomers, but only 38% of Gen Z, say skilled trades offer the best job opportunities today. 
• U.S. adults want companies to support young workers: Nine-in-10 Americans view companies more positively when they back skilled trade programs.

Takeaway: Despite being highly respected, the skilled trades still have an image issue, especially among young adults. Many young adults gravitate to college because the trades are seen as less prestigious than white-collar careers. Companies can play a significant role in helping attract more young people down this career path by providing hands-on training, paid internships, and scholarships to make this path more accessible. 

2025 Medicare And Retirement Report: NerdWallet-Harris Poll 

Over 66 million Americans rely on Medicare for their health insurance, yet many worry about the program’s long-term sustainability. In a recent Harris Poll conducted by the Harris on Demand team on behalf of NerdWallet, we examine how enrollees feel about their Medicare coverage and their confidence in future access to benefits.  

• Enrollees are generally happy with their benefits: 86% of Americans with Medicare are satisfied with their current coverage. 
• But will they remain satisfied?: 70% of Medicare enrollees are concerned that Medicare benefits will be reduced in their lifetime. 
• More than half think cuts could happen any day: 64% of Americans think Medicare benefits will be reduced under the current administration. 
• Most are confident Medicare is here to stay: 64% of Americans who have not hit retirement age believe Medicare benefits will still be available with they turn 65. 

Takeaway: “It’s really encouraging to see that a high percentage of Medicare enrollees are happy with their coverage. At the same time, there’s evidence of real concern about the future. Even though many Americans are worried that both Medicare and Social Security benefits could be cut under the current administration, most people under 65 think these programs will be there when they retire. So while there’s anxiety, many people still believe these safety nets aren’t going anywhere.” - Kate Ashford, personal finance expert at NerdWallet

Addressing The Real Challenges Of Breastfeeding For Modern Mothers

Recent data from the Harris on Demand team’s upcoming 3rd annual State of Maternal Health In America report shows that American mothers often struggle with breastfeeding and fail to receive the resources or support that they need to overcome these challenges. Read the full brief for more information about this issue. 

• Breastfeeding may be natural, but that doesn't mean it's easy: 69% of U.S. women who have been pregnant have tried breastfeeding, but 81% of young mothers (ages 18-44) admit to facing difficulties with breastfeeding. 
• A lack of information: 39% of women who have been pregnant say they did not receive enough (or any) resources on breastfeeding from their healthcare providers. 
• Mothers deserve high quality support: 45% of women who struggled with breastfeeding say they received subpar or no support from healthcare providers or professionals. 
• Societal pressures make it hard for moms to continue breastfeeding: Only 8% of young mothers (18-44) who have breastfed achieved their desired duration of breastfeeding. 
• Working moms benefit from flexible workplace policies: 21% of women who breastfed say flexible workplace policies, like the ability to pump at work or work from home, would have encouraged them to breastfeed for longer than they did. 

Takeaway: “While breastfeeding is extremely personal, the choice to do so is shaped by the health systems and social support that surround mothers. But the reality is: these systems too often fail, especially for Black women. The result? We see lower breastfeeding rates and higher maternal stress. It’s not a lack of want; it’s a lack of access and culturally appropriate messaging.” - Dalvery Blackwell, Executive Director and Co-Founder of the African American Breastfeeding Network 

20 Brands Catching Baby Boomers' Attention: Ad Age-Harris Poll

A recent Ad Age-Harris Poll uses data from QuestBrand by The Harris Poll to rank the top 20 brands by quarter-over-quarter brand equity growth among Baby Boomers (ages 61-79). See the top five growth brands from Q1 to Q2 2025 below:  

Cross-generation popularity: 

• Notably, two brands Poppi (20th) and ChatGPT (18th) were present both on this quarter's Baby Boomer ranking and our recent Gen Z brand ranking. 
• “That kind of intergenerational cultural crossover is rare, and it suggests brand equity can build not just through usage, but through ambient relevance,” said Justin Pincus, managing director of The Harris Poll’s QuestBrand. 

Gain clear insight into how Baby Boomers view your brand: Schedule a demo with our QuestBrand team to gain a data-driven perspective into what consumers are really thinking.

 Despite Advances, IBS Remains A Burden For Millions Of Americans: AGA-Harris Poll

Treatment options for irritable bowel syndrome (IBS) have come a long way in the past decade, but a recent Harris Poll conducted by our Custom Research team on behalf of the American Gastroenterological Association (AGA) signals that progress has not gone far enough. The AGA IBS in America survey shows that IBS continues to significantly impact patients' daily lives and productivity:  

• A significant disruption at work and home: On average, IBS symptoms disrupt patients' productivity at work/school 11 days per month, and personal activities eight days per month. 
• Hampering time with loved ones: 58% of IBS patients say they spend less time with family and friends because of their symptoms. 
• There is no quick and easy fix: 76% of IBS patients find it somewhat or very difficult to manage their symptoms. 
• Symptom roulette: Only 31% of patients report that they can very or extremely accurately predict whether they will experience symptoms in any given day. 
• Patients feel unable to fully engage: 72% say it's difficult to plan things because they never know when their symptoms will act up. 

Takeaway: "The findings of this survey underscore the persistent challenges and impact IBS has on patients' lives. Despite progress in the medical community’s approach to diagnosing and managing IBS, patients continue to suffer significant disruptions to their personal and professional lives.” - Andrea Shin, MD, MSCR, AGA Patient Education Advisor and UCLA Health.