Leger is proud to be a part of the Worldwide Independent Network of Market Research (WIN), an organization of different market researchers around the world that develops quality insights around the world. Multiple times a year, all WIN members conduct research on various subjects that interest the global population.
As economic headwinds persist, Canadians are recalibrating how they spend, save, and assess their financial futures. The WIN World Survey 2025 combined with fresh insights from Leger’s Trump Tariff Tracker, reveal a population deeply aware of cost pressures—and actively adjusting in response.
Leger conducted the WIN World Survey 2025 study in the United States and Canada.
Highlights include…
The Worldwide Independent Network of MR (WIN), the leading global association of independent market research and polling firms, has released new findings from its Worldviews Survey. This year’s survey captures the perspective and beliefs of 35,515 individuals across 40 countries. As we mark the International Day of Families, the latest findings shed light on global concerns on cutting back their household spending as living costs and economic uncertainty persist. Tracking trends over six years, WIN has assessed and provided valuable insights into global progress.
More than half of people in all countries are at least planning to cut back spending – and it’s affecting their mental health
Amidst rising living costs in many countries, families around the world are adjusting their financial habits — not just to make ends meet, but also to protect themselves and each other in uncertain times. Globally, seven in ten people say they have already cut back on spending or plan to do so in the coming months — a clear sign of resilience and shifting priorities. In every country surveyed, at least half of the population report either having reduced their spending or intending to.
This remains true across all demographic groups, especially, women aged 25 to 34. Overall, 40% of all women report having already cut back.
When looking at employment status, part-time workers are the most likely to have already or plan to reduce their spending (74%), closely followed by housewives and those unemployed (both 73%). Interestingly, the findings also show a strong correlation between stress levels and financial behaviour – 76% of those suffering from stress have either reduced or plan to reduce their expenses, compared to only 64% of those who do not report experiencing stress. This highlights that the rising living costs, economic uncertainty, and personal circumstances add to individuals’ financial pressure, negatively impacting their mental health.
Each country tells a different story
Households across the world are cutting back on spending but leading the ranking is Greece, with 86% saying they have already cut back or plan to, followed closely by Malaysia (83%), the Philippines (82%), and Ireland (79%). At the other end of the spectrum, even the countries with the lowest levels of spending reduction show significant caution: 50% of people in the Netherlands have already reduced or plan to reduce their spending, followed by Slovenia (56%), China (55%) and Norway (57%).
In Malaysia, post-pandemic inflation has surged, sharply rising costs of necessities – notably, foods and beverages, restaurants, housing prices have climbed faster than overall inflation rates. Meanwhile, wages have remained stagnant for decades, with decreases in some sectors despite modest overall growth. With living costs surpassing their earnings, it is no surprise households have adjusted spending.
European countries, in particular, show striking variations. Some, like Greece, Ireland, Croatia (78%) and Italy (77%), rank amongst the most likely to be reducing spending. While others dominate the list of countries least likely to cut back: the Netherlands, Slovenia, Norway, Finland and Sweden (both 60%), Poland (63%), and France (64%).
For Ireland, the caution is expected: 46% of people believe the economy will fare worse – a sentiment has been largely negative since Q3 2018. In 2024, 40% cited inflation as the primary reason for their pessimism, followed by the lack of faith in the government, housing crisis, immigration, and global political instability.
Overall, while levels of reduction vary and dependent on national situations, a clear global trend emerges: financial caution is now a widespread and deeply rooted response to growing economic pressures.
