2026 Outlook
November 2025
Looking ahead to 2026, Americans predict rising costs while optimism varies based on sex and political affiliation.
A new national survey conducted by NORC at the University of Chicago reveals that awareness of the National 988 Lifeline remains low three and a half years after its launch. Only 10 percent of adults report being very or extremely familiar with 988 and around 60 percent report limited to no familiarity, indicating that new strategies may be needed to raise awareness among the general public.
Adults ages 18-29 are significantly more likely to know about 988 than adults ages 65 and older, despite the fact that older adults are disproportionately affected by social isolation, loneliness, and suicide, and could benefit from 988’s services.
Americans brace for rising costs
Americans brace for rising costs in 2026 as the new year brings optimism—but also financial concerns. 71% of Americans expect the cost of living to rise in 2026, and even among those who anticipate a better quality of life, most foresee higher expenses.
Men are driving optimism for 2026
Men and Republicans lead optimism for 2026. According to the AmeriSpeak Omnibus, optimism varies widely:
- Men are more optimistic than women.
- Black Americans lead optimism among racial groups.
- Republicans are more likely than Democrats to anticipate a better year.
Adults’ familiarity with 988 is associated with willingness to contact 988; 62 percent of adults who are extremely or very familiar would contact 988 for thoughts of suicide compared to 39 percent of those who are not very or not at all familiar.
Hope for positive political change
The top hope for the new year is positive changes in politics, government, and leadership, followed closely by improvements in health, employment, and personal finances.
These insights show what matters most as we head into 2026: stability, well-being, and opportunity.
“Our findings suggest new strategies are needed to encourage use of 988, not just for crisis situations but for other issues that may cause emotional distress and are closely linked to suicide risk, including substance use.”
Targeted communication about 988 and its range of services, including how 988 can support individuals with substance use, could help increase public awareness and encourage more people to seek help. However, other factors may also affect willingness to contact 988, including fear of police involvement and stigma around mental health and addiction. Given higher levels of stigma around addiction than mental health, convincing individuals to contact 988 for substance use may be an even greater challenge that requires targeted and tailored messaging about privacy and confidentiality.
More research may reveal additional insights into the general public’s perceptions, barriers, and intentions to contact 988. An evaluation of 988’s implementation, including analyzing call trends, gathering community feedback, and tracking changes in public perception and help-seeking behaviors, could also inform strategies to increase uptake.
Methodology
A poll of 1,090 American adults was conducted between November 6-10, 2025, using the AmeriSpeak® Omnibus, a bi-monthly multi-client survey using the AmeriSpeak Panel, NORC’s probability-based panel that is designed to be representative of the U.S. household population. The margin of error is +/- 4.0 percentage points at the 95 percent confidence level, including the design effect. View the study questions and tabulations of top-level results for each question in the topline for this NORC Spotlight on Health.
About the NORC Spotlight on Health
NORC at the University of Chicago’s Spotlight on Health is a series of quick-hitting national surveys and analyses on issues vital to health and well-being, conducted using AmeriSpeak’s probability-based panels.
About NORC at the University of Chicago
NORC at the University of Chicago conducts research and analysis that decision-makers trust. As a nonpartisan research organization and a pioneer in measuring and understanding the world, we have studied almost every aspect of the human experience and every major news event for more than eight decades. Today, we partner with government, corporate, and nonprofit clients around the world to provide the objectivity and expertise necessary to inform the critical decisions facing society.
Contact: For more information, please email press@norc.org or call (877) 832-0392.
