USCS Wave 2502 – July 17, 2025

Resonate is pleased to announce the release of USCS Wave 2502 is now live in your account. This update introduces a comprehensive range of new and enhanced attributes across key verticals, including Apparel & Consumer Preferences, Recent Events / Daily Life, Politics & Advocacy, and more.

To view the complete list of newly added attributes for Wave 2502, please click HERE.

New Data Key Features

Apparel & Consumer Preferences

• Updated brand lists for athletic and outdoor apparel
• Holidays celebrated (including gift-giving, hosting, event attendance, and other non-routine behaviors)
• Purchases made via social media platforms in the past 90 days

Automotive

• Updated response options for the top 3 vehicle features sought during purchase
• Ownership of non-automobile vehicles within the household

Alcohol, Tobacco, & Marijuana

• Changes in alcohol consumption over the past 3 months vs. 4 to 6 months ago

ESG (Environment, Social, Governance)

• Likelihood to purchase from companies based on alignment with:
  • Democratic Party or left-leaning groups
  • Republican Party, Trump, or right-leaning groups

Financial Services & Insurance

• Updated sources used when researching new insurance providers
• Affiliation of financial advisor

Media

• Added Bluesky and Truth Social to social media network usage

Recent Events / Daily Life

• Back-to-school shopping spend expectations for Summer 2025
• Categories expected for school-related spending
• Budget-conscious strategies planned for back-to-school shopping
• Planned household spend for Fall 2025 travel (flights, gas, lodging, food, etc.)

Premium Data Sets

Health & Pharma

• Experiences with fertility and family planning (self or partner)
• Likelihood of RSV vaccination for children in the next 12 months

Politics & Advocacy

• Approval rating of the Trump Administration
• Favorability of various political individuals and groups
• Support for proposed Trump-era tariffs
• Beliefs about federal enforcement of immigration laws
• Support/opposition for policies including:
  • Sending undocumented immigrants to Guantanamo Bay
  • Relocating undocumented immigrants to pro-immigration states
  • Banning DEI programs at public colleges
  • Withholding federal funds from schools that continue DEI programs
  • Ending all DEI government programs
• Trust in managing infectious disease outbreaks

Additional Information

To view the complete list of newly added attributes for Wave 2502, please click HERE.

Inactivated Attributes and Suggested Replacements

For USCS Wave 2502, we have inactivated or deprecated 105 previously available attributes. Please click HERE for a complete list of attributes that have been inactivated or deprecated with USCS Wave 2502 and their suggested replacements.

Update Saved Audiences

If you have any audiences saved with these inactivated attributes, we recommend you update the audience to remove or replace the attributes that are being inactivated so that you can still analyze or activate the audience. You will not be able to analyze audiences with inactive attributes and audience deliveries will no longer deliver as the original audience definition is not valid moving forward.

Suggested Replacements

For many attributes that have been inactivated or deprecated with USCS Wave 2502, there are suggested replacements. Please be sure to read the suggested replacement survey question in full and then consider using it to replace the inactivated attribute. Please note that there can and will be intentional differences between the original and updated survey question.

W2502 Field Dates

Wave 2502 of our U.S. Consumer Study was fielded from March 13, 2025, to May 5, 2025.