Tax season brings more than spreadsheets—it brings stress, confusion, and uncertainty, especially for self-employed individuals and gig workers. In this high-pressure moment, brands that position themselves as educators, problem-solvers, or sources of relief can capture lasting attention and loyalty. With consumers facing a tough economic climate, clarity and support go a long way.
We know from our previous post deep-diving into the “tax refund effect” that consumers want to get the most out of their refund dollars — whether that’s investing their funds, making a big, needed purchase, or just “treating themselves”. Quid helps businesses pinpoint what each consumer is looking for at that moment, and which brands have the most untapped opportunity with each audience by tracking emerging conversations, pain points, and opportunities across segments. From there, we can determine how to ease consumer anxiety with educational campaigns demonstrating the value of your offering and tactics to best connect with, and sell to, an increasingly financially conservative consumer base.
These are more than marketing touchpoints—they’re emotional pain points that your brand is trying to help the consumer solve for. And when brands show up to aid with or solve real stressors, they aren’t just noticed—they’re remembered, talked about, and loved.
Targeted collaborations with the growing creator economy can also help. By delivering the right campaigns at the right time—and in partnership with the right influencer, these promotions can help brands turn a high-stress season into a high-impact engagement moment.
And in a moment defined by financial strain, it’s often trusted voices—brands that show up with real solutions to real problems—who break through, not traditional ad channels or disconnected corporations.
Financial stress continues to be a dominant theme in online conversations. According to a 2024 Bankrate survey, 47% of Americans report that money negatively impacts their mental health, and with the state of the economy, tax season is intensifying that strain.
This past month, the conversation online shows increasing stressors around not only taxes themselves, but how best to do them, with consumers looking for easier online alternatives for obtaining their refunds, veteran’s benefits and social security:
Overall, consumers are deeply preoccupied with getting it right—especially when it comes to their finances. Tax season surfaces that anxiety in full force. There’s no single way to file, and the range of options—from DIY apps to in-person professionals—can lead to vastly different outcomes. Some routes yield higher refunds. Others come with hidden fees, delays, or missed opportunities. The sheer uncertainty around something with real financial consequences makes the process feel high-stakes and overwhelming.
That confusion doesn't stop at taxes. It’s part of a broader desire to simplify and feel in control—across every financial touchpoint. Whether it’s managing a bank account, shopping online, or navigating a crowded marketplace of apps and offers, consumers are looking for fewer open tabs, fewer decisions, and fewer surprises. The brands that win aren’t just user-friendly—they actively reduce complexity and deliver confidence when people need it most.
This push for simplification is critical for every sector, not just tax platforms. Banks, fintechs, marketplaces, and e-commerce players all have an opportunity to step up as trusted, simplifying forces in their customers’ lives.
In a decidedly chaotic online environment, it’s not just about offering products—it’s about reducing friction and working with consumers to reduce uncertainties and stress.
Simple user experience (UX) tweaks, chat-based support, transparent processes, and how-to content can go a long way toward building trust. Brands that show up as dependable, honest partners during stressful times earn more than attention—they earn goodwill and customer loyalty.
Continuing our capture of the online conversation, when we explore these same consumers’ drivers and barriers to purchase we see the positive sentiment towards effortless, intuitive processes starkly contrasting with the negative sentiment around tools with slow and complicated delays:
Consumers aren’t just looking for deals this tax season, though there is an increasing rise in interest for DIY taxes as platform prices raise—they’re looking for help, transparency, and simplicity in increasingly stressful times. Social media mentions of tax season also show a growing worry about “navigating tax scams and fraud.” Correspondingly, online mentions of fraud, phishing, and identity theft flavor a challenging and fiscally volatile time.
Tax scam and fraud conversation Jan-March 2025
Consumers are on edge. With growing concerns over data security and rising instances of identity theft, skepticism around online financial transactions is at an all-time high. This heightened anxiety puts pressure on brands—especially during tax season—to over-communicate, over-clarify, and over-deliver. It creates a tension: how do you build urgency around promotions that are time-sensitive or refund-related without sounding opportunistic or opaque?
The brands earning trust are doing the opposite of complicating things. They’re simplifying language, eliminating jargon, and presenting offers in clear, digestible terms—often with zero fine print. They remove friction from the checkout process and make every click feel safe, seamless, and informed.
But they’re going even further:
What’s at stake isn’t just a sale—it’s a relationship. And brands that treat clarity as a competitive advantage are building something much bigger than Q1 revenue. The brands winning this season aren’t the loudest—they’re the most aligned with current consumer needs.
Tax-related content is gaining traction among creators, especially those offering budgeting tips, freelancer tax guidance, and refund optimization strategies. The strongest-performing creators balance authority with approachability, and offer real tips and solutions —from someone on the consumer’s level, who they can relate to and trust.
The creator economy data highlights influencers focused on financial education who have seen the best engagement rates these past few months:
Partnering with trusted creators isn’t just a smart tactic—it’s a strategic advantage in a season marked by financial stress and uncertainty. When influencers speak directly to their audiences with content that’s timely, educational, and emotionally in tune, they offer something a traditional promotion can’t: relatability.
That relatability builds credibility. Audiences don’t see creators as advertisers—they see them as peers. So when a creator says, “This tool helped me file with confidence” or “Here’s how I got a bigger refund,” it doesn’t feel like marketing—it feels like advice from a friend who’s one step ahead.
And that distinction matters. In a moment where consumers are overwhelmed by decisions and wary of corporate promises, peer guidance cuts through the noise. Influencers humanize the process, normalize the stress, and validate the experience. It’s not just about reassurance—it’s about making the whole journey feel doable.
This emotional proximity is where brand trust begins. Because when the person you follow, admire, and relate to says a product worked for them, it doesn’t just encourage conversion—it cultivates long-term brand loyalty.
When done right, these partnerships reduce friction and build emotional trust, rather than just boosting impressions.
Tax season conversations aren’t static—they shift weekly. That’s where Quid delivers a distinct edge. Our AI surfaces fast-moving themes and trends that matter most to consumers, before they peak. These consumer and market signals are turned into action items—and the brands that respond quickly are the ones that turn tax-season stress into a springboard for loyalty.
We can see everything from where consumer conversations are happening:
To tracking emerging voices in-the-moment to create powerful collaborations that resonate with the precise audience you’re trying to reach:
Tax season doesn’t have to be a missed opportunity—or a minefield. With the right data, empathy, and timing, brands can offer more than just products: they can offer clarity, confidence, and connection. This is the difference between capitalizing on a moment and becoming part of it.
By using Quid to track consumer sentiment, identify pain points, and surface high-opportunity conversations, your brand can turn tax time stress into lasting customer relationships that ultimately turn into increased revenue and business growth. Reach out today, and we’ll provide the insights that enable you to sell smarter to stressed consumers! Because the best campaigns don’t just chase clicks—they build relationships.