Zeta Global, a leader in AI-powered marketing solutions, has released the May 2025 Zeta Economic Index (ZEI), offering a clear picture of a consumer economy that is stable but growing more cautious. While overall economic activity slightly cooled from Q1, indicators point to sustained financial resilience, with households adjusting to a selective but steady consumption pattern.

Insights from the May 2025 Zeta Economic Index

Zeta’s AI Marketing Cloud leverages trillions of real-time behavioral signals across 245 million U.S. consumers. Unlike traditional surveys, the ZEI uses over 20 proprietary inputs for deep, data-driven visibility into trends, spending behavior, and sentiment.

1. Stability Amid Slight Softening

• Headline ZEI score: 68.9, a minor 0.3% dip from the previous month.

• Economic Stability Index rose 1.3% QoQ, signaling stronger household financial footing.

• Consumers remain active but are more calculated in their spending decisions.

“The ZEI isn’t signaling a slowdown – it’s signaling a shift in behavior,” said David A. Steinberg, CEO of Zeta Global.

2. Consumer Behavior Patterns Show Intentionality

Spending Highlights

• Retail activity up 2.9% MoM – driven by early summer purchases and seasonal sales.

• Credit health improved by 5.1% MoM – a sign of financial stability and responsible borrowing.

Behavioral Indicators

• Browsing behavior dropped 42.7% MoM, suggesting:

  • Less spontaneous purchasing.

  • More pre-purchase planning and research.

• Consumers are cautious but engaged, optimizing their value-to-spend ratio.

3. Sector-Level Performance Breakdown

Consumer behavior in May reveals a strong preference for essentials and experiences, while discretionary spending showed signs of pullback.

Retail: +7.5 points MoM

• Increased foot traffic and purchasing activity.

• Seasonal trends contributed to higher engagement.

Entertainment: +3.2 points MoM

• Growth driven by live events, streaming, and social outings.

• Reflects a shift toward experiential spending.

Healthcare: –8.0 points MoM

• Drop linked to policy changes and pricing transparency, creating consumer hesitation.

Travel: –2.3 points MoM

• Reflects budget-conscious decisions.

• Preference for local or low-cost leisure activities.

Technology: –1.5 points MoM

• Natural correction after prior peaks.

• Consumers are more selective about device upgrades or tech investments.

4. Additional Index Signals

• New Mover Index: +2.6%, suggesting early-stage life transitions are resuming.

• Job Market Sentiment: –0.8% MoM, still lagging YoY.

  • Indicates lingering concerns around wage growth and job security.

The May 2025 Zeta Economic Index reveals a resilient but more discerning consumer economy. While the pace of activity has eased, financial stability remains strong. Consumers are prioritizing meaningful, value-driven experiences and essential needs, reflecting a thoughtful shift in economic behavior. For marketers, the key takeaway is clear: access to real-time behavioral data provides a competitive edge in navigating uncertain yet stable market conditions.

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