Leo US Study Reveals America's Hidden Crisis Is Respect
Leo US has released its ‘2025 HumanKind Study’ and the findings overturn conventional wisdom about what's really dividing America. While pundits focus on political and economic rifts, this comprehensive research of 2,500+ Americans reveals the underlying culprit behind a collective unease: a profound "respect gap."
In line with Leo's new ‘HI x AI’ philosophy - human intelligence amplified by artificial intelligence –the proprietary HumanKind study, created in partnership with IPSOS and enhanced by CoreAI-driven insights, examined the state of humanity in the US across categories such as economics, ideals, relationships, work and more.
The attention-grabbing finding is that 45% of Americans say they "don't feel like very many people genuinely think or care about me" – a staggering statistic that cuts across party lines, age groups, and income levels.
The data:
- Explains the splintering of Americans on a human level
- Illustrates/ explains the ripple effect lack of respect has in our lives, community, society
- Reveals a mutually beneficial role brands can play in restoring respect
The study found evidence of disrespect across four key areas:
- Lack of respect for our attention: Nearly half of Americans have tried to reduce social media time, with parents more worried about their kids' phone usage than playground safety
- Lack of respect for our relationships: 49% say community spaces are disappearing, making it harder to meet people in real life
- Lack of respect for our bodies: High earners are most likely to say wealth determines healthcare access (72% of $125K+ earners agree)
- Lack of respect for our labour: 48% of workers feel they could lose their jobs at any moment
- And yet... Despite lack of respect in bigger systems, there's optimism and joy to be found in day-to-day life: 77% feel optimistic about their personal lives in the next 12 months
The full 55-page study includes actionable insights for how brands can "bridge the respect gap" across six key areas: attention, relationships, health, work, ideals, and personal agency.
