As economic anxiety rises, Americans are cutting back—but not on everything. A new national survey by Life360 reveals how people are reprioritizing in what we call the Anxiety Economy.

Amid inflation, tariffs, and concerns about AI-driven job loss, consumers are feeling increasingly uneasy about their financial future. To better understand how Americans are responding, Life360 conducted a national survey of 1,000 U.S. adults to explore current economic sentiment and spending decisions. The results show a clear emotional undercurrent: 71% of Americans feel economically vulnerable, and two-thirds describe the economy as <q>uncertain.</q> That unease is growing; 64% say their anxiety has increased since the start of the year.  While 65% report cutting back on spending, the bigger shift is in how people are choosing to spend. Many are moving their money toward comfort and peace of mind, redefining what counts as essential in today’s economic climate. <img src='https://images.ctfassets.net/nywvtjnh7p05/4JxE4NtwbzWiNnbI7VXlRD/350619175f4f7a9aa41b05d08863947a/Asset_2.jpg' alt='Asset 2' title='Asset 2' /> What is the Anxiety Economy?  The findings point to an emerging trend described as the Anxiety Economy, a shift where people are making emotionally driven trade-offs and holding onto the tools that help them feel safer, more in control, and less anxious. <q>Uncertainty is quickly emerging as the economy’s buzzword for 2025,</q> says Life360 economist Aaron Terrazas. <q>Over one in three Americans report that they have experienced uncertainty or difficulty at work recently – a figure that is even higher among younger Americans. In moments of elevated economic uncertainty, the premium on security increases: Investors seek safe assets, businesses prioritize safe investments, and families double down on peace of mind. The Anxiety Economy surges during these historical moments when risks are elevated and the future feels cloudy. As economy-watchers have seen repeatedly over the past few years, shifting vibes take on a life of their own – and have very real downstream consequences for where households spend and how businesses invest.</q>  The New Spending Hierarchy When asked to evaluate nine everyday expense categories, consumers said they’re most likely to cut back on dining out, online shopping, travel, and tech gadgets, with streaming services not far behind. But one category stood out: safety and security services, including features like emergency alerts for loved ones, home security notifications, and digital threat protections. It was the only expense where people were more likely to say they’re investing more (21%) than cutting back (20%). That puts safety ahead of categories like education and even fitness and wellness subscriptions when it comes to what people are protecting. In fact, Life360 found that nearly  8 in 10 Americans are more likely to invest in safety during times of turmoil, and that peace of mind is driving real trade-offs. <img src='https://images.ctfassets.net/nywvtjnh7p05/6J0YuBX0N5FwrHkKXGTpQg/d7ffaa3ecbf733775dcb31dbce33243e/Asset_1.jpg' alt='Asset 1' title='Asset 1' /> <q>High inflation over the past few years, plus the fear that inflation could remain high or even reaccelerate in the coming months, is prompting families to take a closer look at their budgets,” says Life360 economist Aaron Terrazas. “Whenever the economic outlook has darkened, Americans have prioritized needs over wants. But the details of what types of spending fall into the needs bucket, and what falls into the wants bucket, evolve with each new generation.</q> <img src='https://images.ctfassets.net/nywvtjnh7p05/11BYX5M8mZ9YyFnQCS3YI7/b439c7b4700b8d3c28b2a221f9ec72c2/Asset_3-v2.jpg' alt='Asset 3-v2' title='Asset 3-v2' /> A Generational Divide: Safety vs. Self-Care What Americans prioritize isn’t just shifting — it’s splitting along generational lines. When asked to rank their spending priorities after covering essentials like food and housing, Gen Z and Millennials consistently placed safety and security at the top, while Gen X and Baby Boomers prioritized health and wellness instead. <q>Research shows that our formative economic experiences shape our long-term attitudes toward risk and uncertainty,</q> said Terrazas. <q>The long echoes of pandemic-era uncertainty are clear in generational divides when it comes to what people prioritize in an uncertain world.</q> In short, younger generations aren’t just tech-native — they’re anxiety-native, and their spending reflects it. Consumers Rethink Their Subscriptions  Apps and subscription services are among the most popular discretionary spending categories, with 94% of Americans paying for at least one. The average monthly spend on apps sits around $73 for individuals and $96 for parents. However, those surveyed also expressed a desire to cut their app subscription budget by at least 23% (for individuals) and 31% (for parents). But even as many look for ways to cut back, certain types of apps are emerging as the most protected, with safety tools and streaming services tied for first place. <img src='https://images.ctfassets.net/nywvtjnh7p05/25q9SBAY9BdfROhQEdaxMF/b77d16f7fa0b9f6e9538df483cde8418/Asset_4.jpg' alt='Asset 4' title='Asset 4' /> Among parents, safety apps consistently rank as the most essential, outranking every other category, including streaming, music, delivery, wellness, and budgeting tools. But it’s not just a preference; multiple data points confirm that peace of mind is what families fight to keep.<ul><li>40% of parents describe safety and emergency alert apps as <q>non-negotiable</q> — more than any other category</li><li>55% of parents and 43% of individuals say they’d fight to keep location sharing because it helps them feel safer and more in control</li></ul>What Emotional Spending Really Looks Like When the world feels unpredictable, people aren’t just protecting practical tools; they’re holding on to what makes them feel better, whether that’s security and control or an escape. Customers ranked streaming services like Netflix and Hulu as the subscriptions they’re least likely to cut, along with apps that provide safety or peace of mind. <ul><li>82% are willing to pay more for products that provide peace of mind</li><li>88% say knowing their family is safe improves their well-being</li></ul>When asked how they’d spend an extra $100 in their tech budget, the average American would put roughly 20% toward safety and security apps. In short, safety is leading the pack, but there’s a broader shift toward tech that supports well-being, everyday functionality, and connection. Parents Are Doubling Down on Peace of Mind The research shows this shift is even more pronounced among parents. From juggling pickups and work meetings to keeping tabs on teen drivers or aging relatives, today’s families are navigating more stress, and they’re turning to safety tech to stay sane.<ul><li>85% of parents are interested in spending more on technology that makes their family safer</li><li>Families with school-aged kids (ages 6-10) are spending the most on safety features and services</li><li>And parents are leading the adoption of key tools like crash detection, roadside assistance, and location sharing</li></ul>These aren’t fringe behaviors. They’re part of a larger cultural shift in which safety is no longer just about emergencies—it’s about everyday peace of mind. More Than a Moment, It’s a Shift in Essentials The Anxiety Economy isn’t a trend. It’s a reflection of how modern families are navigating an unpredictable world. From solo commutes to teen drivers, keeping tabs on pets and aging parents, or monitoring their homes, families are increasingly integrating digital safety tools into their daily routines. <q>Safety tech is now a staple, not a splurge,</q> said Chris Hulls, Co-Founder and Chief Executive Officer of Life360. <q>Families are cutting back on everyday conveniences, but they’re not willing to sacrifice tools that help them feel safer, more connected, and more in control. Peace of mind is one thing they’re still willing to pay for.</q> In the Anxiety Economy, peace of mind is the new utility, and families are budgeting for it like they do electricity or Wi-Fi.# # # Survey Methodology: This sample of 1,000 US adults (aged 18-65) was surveyed on June 9th, 2025. Sampling was calibrated to obtain representative demographics by age, gender, race/ethnicity, and parental status. DKC Analytics conducted and analyzed this survey with a sample procured using the Pollfish survey delivery platform, which delivers online surveys globally through mobile apps and the mobile web, along with the desktop web. No post-stratification has been applied to the results.

New Life360 survey reveals how financial stress is reshaping spending. Americans are cutting back—just not on safety, connection, and peace of mind.

How Americans Are Spending in the Anxiety Economy

Economic insights and analysis from Life360, the family coordination, connection and safety app.

Life360 Research: Family Safety Insights

Research

Consumers Are Cutting Spend, but Not on Safety: New Survey Unpacks the Rise of the Anxiety Economy

The Anxiety Economy 

After nearly 20 years as CEO, Life360 Co-founder Chris Hulls 
shares a personal letter on Lauren Antonoff’s promotion to CEO 
and his transition to Executive Chairman.

To Life360’s team, our investors, and whoever else has been following our journey, With the full support of the board, I’m excited to announce that after nearly 20 years of leading Life360, I’m promoting Lauren Antonoff to CEO and taking on the role of full-time Executive Chairman. <img src='https://images.ctfassets.net/nywvtjnh7p05/4NW3JmwD5jGphO5aqY25US/febe88e6b0eb44560af0696725e39d65/chris-lauren-blog-image.jpg' alt='chris-lauren-blog-image' title='chris-lauren-blog-image' /><table><tr><td></td><td>(Lauren and me, this Sunday at my house, with our dogs, testing out the new pet trackers.)</td><td></td></tr></table>This was a challenging note to write. Moments like this come with a lot of pressure to sanitize the message and speak only in superlatives, but my brain isn’t wired that way. I disdain corporate speak and owe more than the standard <q>I want to spend more time with my family and Lauren is a great visionary product-centric strategic operator.</q> (I do, however, want to spend more time with my family, and Lauren is, in fact, a great visionary product-centric strategic operator.) I’ve never overhyped or played into the Silicon Valley kool-aid-drinking tech bro stereotypes. That’s probably why I never made a <q>30 Under 30</q> list… and also why I avoided the often corresponding securities fraud. Comms wrote me a draft. Legal wanted to chime in too. A lot of people had advice on what to say. But I ignored it and decided to share my own thoughts without talking points or filters, in this single message to anyone who wants to read it. When I turned 40 two years ago, I told the board I planned to transition as CEO before I turned 45. I also publicly shared that I expected to have another chapter at some point. So this shift isn’t sudden; it’s something I’ve been very intentional about. And I made it clear this would only happen when the company, the team, and I were all ready. This day has come, sooner than expected, because I’m confident Lauren is ready to take my place. The results she’s driven over the last year make that clear. Under her leadership, we’ve brought in exceptional new talent and leveled up the team we already had. Our organization is stronger than it’s ever been at every layer. We’re moving faster while maintaining quality. Marketing is on fire. International is taking off. Our brand has never been stronger. And we’re becoming highly profitable. On the topic of team, it’s a truism that nothing is more important than your people. Rather than call out a few and miss many, I’ll highlight the areas where our team has made parts of me obsolete. I no longer have to stay up at night worrying about location bugs, you’re ahead of me. I don’t need to be the one pushing us to lean into danger—look at how bold our new marketing campaigns have been. I don’t have to challenge systems and processes constantly—we now have people who bring real balance to the table. I don’t have to call BS on low-quality work—craftsmanship is getting elevated every day. I don’t have to stress about standards or hard decisions—we’re aligned on building a world-class team, and we’re doing it. So if things are going so well, why don’t I just stay CEO? I’ve always had a tendency to share the complete picture, not just the highlights. That probably cost me at times, especially in fundraising, but over the long run, it’s built credibility. People know I mean what I say. The honest truth is that my brute force style got results and still can, but being the backstop of last resort, 24/7, year after year, comes with a constant weight. After nearly two decades of being the last line of defense, I feel it more than I used to. There are parts of the CEO role I love that fuel me, and parts that drain me. When I’m running on empty, everything suffers. This move lets me focus on the work that plays to my strengths and delivers the highest impact for the company. But the CEO role needs someone who is all in on every aspect of it, every single day, and that’s Lauren. She leads in a way that brings out the best in people. She knows how to hire exceptionally well, set a high bar, and use process without overdoing it. When it comes to our users and long-term vision, we’re completely aligned — but in other ways, we’re polar opposites. The challenges that wear me down at this scale are exactly the ones that fire her up. She’s fresh, relentless, and loves the work. I can call her at midnight to talk Life360, and she’s not just available, she’s energized. We also click in a way that makes product work a joy. I’ve always had that with my co-founder Alex, and now I have it with Lauren too. In many ways, she’s a spiritual late-stage co-founder. We spar, challenge each other, and sharpen ideas, and we have a lot of fun doing it. Some of our biggest wins over the past year have come out of these sessions, often from initiatives she’s brought to the table. She’s not just a COO who executes my vision; she’s a creative force in her own right. I hope one day we can be like Jeff Weiner and Reid Hoffman at LinkedIn, one of those leadership duos people point to as a model for how to scale and evolve a company. Much of what’s launched this year, and what’s still to come, has her fingerprints all over it. By moving to Executive Chairman, I’m focusing on the parts of the job that give me the most energy and impact: strategy, high-stakes projects, product deep-dives, and key relationships. Over the past year, we’ve essentially tested this setup — Lauren took on more CEO responsibilities while I stepped back from daily operations and leaned into an outward-facing role — and the results speak for themselves. And, because this transition has in many ways already happened, most people on the team won’t notice much of a change, if at all. After nearly two decades here, I’ve seen almost every idea before, along with the mistakes we made trying them. My job now is to make sure we learn from that history and keep everything tied to the bigger arc of where we’re going, all while staying true to our Member Bill of Rights. Thinking multiple steps ahead is what I do best, and Lauren and I are fully aligned on where we’re headed. If she ever needs a pit-fighter, I’ll be here to tussle — whether that’s taking on patent trolls, bottom-feeding class action lawyers, causing trouble on TikTok, or injecting a little crazy in a way only a founder can. Just for fun, here’s a <a href='https://assets.ctfassets.net/nywvtjnh7p05/38jcdGGjm6424r58pEJlbv/9d5397ddcc0ea9469d20504c86319b9c/Life360_Executive_Summary_-_2008.pdf' target='_blank' title='Avautuu uuteen välilehteen'>seed pitch</a> I made in 2008. I’d give myself 9.5/10 for vision and 2/10 for execution. Half the initiatives we’re planning for next year were already in that old document. They just took 10x the time and 100x the money compared to what I expected as a then-naive entrepreneur. Better late than never! Life360 has been my life’s work, and that’s not changing. This move simply formalizes what’s already true: I’m shifting into a role that reflects where I am now and lets me keep contributing in a meaningful, sustainable way. With that, I’m excited to officially welcome our new CEO, Lauren Antonoff, as the leader for this next chapter. She’s already made a huge impact, and I have full confidence in where she’ll take us next. I’ll be right alongside her, continuing to push the vision forward. Together, we’ll focus on making Life360 the family super app that puts us alongside Facebook, LinkedIn, and other network giants. There is a real shot we can make this happen. Chris

After nearly 20 years as CEO, Life360 co-founder Chris Hulls shares a personal letter on Lauren Antonoff's promotion and his move to Executive Chairman.

  Chris Hulls Reflects on Transitioning to Executive Chairman of Life360

Life360

Transitioning to Life360’s Executive Chairman

Chris Hulls on the CEO Transition

As economic anxiety rises, Americans are cutting back—but not on everything. A new national survey by Life360 reveals how people are reprioritizing in what we call the Anxiety Economy.

Tile is now fully part of Life360—bringing you more ways to keep tabs on your loved ones and their belongings, all in one place.

<img src='https://images.ctfassets.net/nywvtjnh7p05/3FiemL7FHPN1Pot14dNZdk/07520145b9234e52656d31b5e91d8e12/Brand_Integration_Blog_Hero_Asset_1.jpg' alt='Brand Integration Blog Hero Asset 1' title='Brand Integration Blog Hero Asset 1' /> Life is hectic. Between school drop-offs, forgotten backpacks, and keys that grow legs, keeping up with your family and their stuff is basically a full-time job. That’s why Tile is now fully part of Life360—bringing you more ways to keep tabs on your loved ones and their belongings, all in one place.<h2>What’s new?</h2>Life360 has always been your go-to for family safety and location sharing. Now, with the combined benefits of Tile, tracking your stuff is simpler, faster, and more seamless than ever before. Here’s what’s new: ✅ One App to Track It All– No more switching back and forth. You can now effortlessly add, set up, and manage Tile trackers right inside the Life360 app. Your people and your stuff—all on the same map. 🔔 Alerts for Forgotten Items – Now Free with Life360 – Leave your wallet at the coffee shop? Forget your backpack in the Uber? Get automatic push notifications when a  tracked item gets left behind—so you never have to waste time turning the car around again. 🗺️ Location History for Family and Valuables – Now you can see where both your loved ones and your things have gone, making it easier to retrace steps and recover lost stuff. Free members get 2 days of history, Silver includes 7 days, and Gold/Platinum unlocks 30 days. ⏰ Real-Time Tile Location Updates – When a Tile-tracked item is with a Life360 member, its location will update in real time on the Life360 map. No more waiting for delayed updates—see everything as it moves. 🚨 Emergency Dispatch via Tile’s SOS Button – Now available for US Life360 Silver Members, too — ensuring fast emergency response through the Tile SOS button or the Life360 app. Features vary by location. SOS alerts work with the <a href='https://www.life360.com/tile-trackers?icid=blog_family-proof_eu' target='_blank' title='Avautuu uuteen välilehteen'>2024 Tile lineup</a>. Not sure about your device? Look for the Life360 Swircle logo on the Tile button.<h2>New benefits for Life360 Silver Members </h2>For those who want the best tracking experience, we’ve expanded the Life360 Silver Membership to include even more features, like: ✅ Emergency Dispatch via Tile’s SOS Button Silver members now get emergency response access, just like Gold and Platinum members. (Limited to US members only) ✅ 7 Days of Location History for Valuables  Now you can see where both your loved ones and your things have traveled, making it easier to retrace steps and recover lost belongings. Remember — one paid subscription covers everyone in a Circle!  Learn more about all Life360 plans and membership features. <a href='https://www.life360.com/plans-pricing?icid=blog_family-proof_eu' target='_blank' title='Avautuu uuteen välilehteen'>Learn more about all Life360 plans and membership features.</a> <img src='' alt='' title='' /><h2> How it works</h2>Setting up to track your things on Life360 is quick and easy:<ul><li>If you don’t already have Life360, <a href='https://life360.onelink.me/JqZQ/3nwkranp?icid=blog_family-proof_eu' target='_blank' title='Avautuu uuteen välilehteen'>download the app</a>. Create an account and follow the onscreen instructions to activate a new Tile.  💡 Already have a Tile account? Connect Tile to your Life360 account in just a few taps. <a href='https://support.life360.com/hc/en-us/articles/23053717327255-Life360-and-Tile?icid=blog_family-proof_eu' target='_blank' title='Avautuu uuteen välilehteen'>Click here for more information.</a></li><li>Attach a <a href='/fi-fi/tile-trackers?icid=blog_family-proof_eu' target='_self'>Tile tracker</a> to things like keys, luggage, wallets — anything you can’t live without.</li><li>Track your family and your stuff all in one place.</li></ul><h2>Coordinate the chaos with Life360</h2>With Life360, you’ll always know where your loved ones and valuables are—giving you peace of mind, better organization, and time back in your day.  🔍 Ready to get started? Make sure you have the latest version of the Life360 app downloaded, then quickly add your <a href='/fi-fi/tile-trackers?icid=blog_family-proof_eu' target='_self'>Tile trackers</a>. Family-Proof your Family with Life360.

Life360 and Tile are now together. Track your family, pets and important items in one app, get alerts and ring your Tile right from Life360.

Life360 + Tile: One App for People, Pets & Things

Life360 and Tile: Tracking Made Easy

Family-Proof Your Family with Life360 + Tile

We’re excited to share that Tile trackers now have a new home at Life360.com! Whether you’re using Tiles to keep track of your keys, wallet, or even your adventurous pet, Life360.com is now the go-to place to shop for all your favorite Tile products. 

We’re excited to share that Tile trackers now have a new home at <a href='https://www.life360.com/?icid=blog_tile-life360_us' target='_blank' title='Avautuu uuteen välilehteen'>Life360.com</a>! Whether you’re using Tiles to keep track of your keys, wallet, or even your adventurous pet, Life360.com is now the go-to place to shop for all your favorite Tile products. You’ll still get the same trusted trackers and services you love, now alongside Life360’s leading tools for family safety and connection—all in one place. Visit <a href='https://www.life360.com/?icid=blog_tile-life360_us' target='_blank' title='Avautuu uuteen välilehteen'>Life360.com</a> to explore and shop Tile today! To make this transition as smooth as your morning cup of coffee, we’ve put together a list of the most common questions about this change. <h5>Q1. How can I access my account from Tile.com? </h5>You can still log in to your account! Just head over to <a href='https://www.life360.com/?icid=blog_tile-life360_us' target='_blank' title='Avautuu uuteen välilehteen'>Life360.com </a>and click on the login icon at the top right corner of the homepage. From there, enter your existing Tile credentials to access your account as usual. Easy, right? <h5>Q2. Will the Tile app still work? </h5>Absolutely! The Tile app will remain fully functional. You don’t need to change anything about how you currently track your stuff. <h5>Q3. Can I now see my Tiles in the Life360 app? </h5>Yes! Life360 and Tile have come together to give you more control and visibility. You can now link your Tile account to the Life360 app and view your Tiles directly on your interactive Life360 map. Visit our Help Center for a step-by-step guide on linking your account. 👉 <a href='https://support.life360.com/hc/en-us/articles/23053717327255-Life360-and-Tile?icid=blog_tile-life360_us' target='_blank' title='Avautuu uuteen välilehteen'>See how to link your accounts.</a><h5>Q4. Will my Tile Premium features still work? </h5>You bet they will! All the Premium features you’re currently subscribed to, like Smart Alerts and Item Reimbursement, will continue to work just like before.  Got more questions? Visit our <a href='https://support.life360.com/hc/en-us?icid=blog_tile-life360_us' target='_blank' title='Avautuu uuteen välilehteen'>Help Center</a> for additional support. Meanwhile, head over to <a href='https://www.life360.com?icid=blog_tile-life360_us' target='_blank' title='Avautuu uuteen välilehteen'>Life360.com</a> to explore everything you love about Tile and more. Welcome home, Tile fam!

Tile trackers now live at Life360.com! Learn how to access your account, connect Tile with Life360, and keep enjoying your Premium features.

Tile.com is now Life360.com | Life360

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Blogi - Research

Transitioning to Life360’s Executive Chairman

Consumers Are Cutting Spend, but Not on Safety: New Survey Unpacks the Rise of the Anxiety Economy

Family-Proof Your Family with Life360 + Tile

Big News for Tile Owners! Tile.com is now Life360.com

Consumers Are Cutting Spend, but Not on Safety: New Survey Unpacks the Rise of the Anxiety Economy