What Americans Really Think About the Future of Space

By: Kim Blaylock, SVP of Client Services & Strategy

The space industry is entering an extraordinary new era.

Just last week, NASA announced plans to accelerate its return to the lunar surface, with the goal of putting American astronauts back on the Moon in 2028. SpaceX and Blue Origin are advancing competing lunar lander designs, bringing new urgency to a mission that would see humans walking on the Moon for the first time in more than half a century.

It’s another remarkable development in an industry that’s moving faster than ever. Government agencies and private companies are pushing the boundaries of what’s possible together, creating new opportunities for innovation, commerce, and exploration.

But as the technology advances and the industry evolves, there’s another question worth asking: what do Americans think about it all?

THE PULL OF SPACE

Space exploration has always captured our imagination. From the first Moon landing to today’s increasingly frequent rocket launches, the idea of discovering what’s beyond our planet has inspired generations.

But today, space is no longer just a story about astronauts, rockets, and distant planets. It’s becoming a story about economic growth, technological innovation, education, tourism, and the brands and businesses shaping our everyday lives.

Understanding how people perceive these changes, and how those perceptions influence their decisions, is becoming increasingly important.

That’s what we set out to explore.

A WIDER LENS ON SPACE

For the second consecutive year &Barr has conducted Space Signals, our annual space industry insights survey, examining Americans’ awareness, attitudes, and perceptions of the space industry. Building on our inaugural 2025 study, this year’s research explores how Americans feel about space today and how those perceptions may be evolving as the industry becomes a more visible part of everyday life.

This year’s study surveyed more than 1,000 people, including a national sample of 802 respondents and a separate sample of 200 Brevard County residents, home to Florida’s Space Coast.

We wanted to go beyond measuring general interest in space exploration to understand how this rapidly advancing industry is influencing the people, businesses, and communities it touches. Our research explored several important questions.

What captures America’s imagination? We examined what people find most compelling about space exploration, which aspects of the industry generate excitement, and how familiar Americans are with the organizations and innovations driving its future.

Can fascination with space influence consumer behavior? We looked at how space exploration connects with purchasing decisions, brand perceptions, and the potential appeal of space-related partnerships and experiences.

What role does space play in travel and tourism? We explored how space attractions, rocket launches, and immersive experiences influence travel interest, and how Americans perceive destinations closely connected to the industry.

How does space shape perceptions of places and opportunities? We investigated the relationship between the space industry and perceptions of innovation, career opportunities, education, and economic development.

What does the growth of the space industry mean to the people closest to it? Through our separate Brevard County research, we explored how residents view the industry’s contributions, opportunities, and challenges within their own community.

Together, these questions offer a broader perspective on an industry whose influence reaches far beyond the launchpad.

THE FASCINATION HOLDS

Our 226 national research found that 70% of Americans express interest in space exploration. That’s a powerful reminder that space continues to capture the public’s imagination, even as the industry expands into new areas of everyday life.

But interest is only the starting point. What makes this research particularly valuable is understanding how that interest connects to real-world attitudes, experiences, and decisions. For organizations connected to the space industry, and even those that aren’t, those connections may reveal opportunities worth exploring.

THE HUMAN PERSPECTIVE

At &Barr, we believe the most valuable business insights begin with understanding people.

What motivates and excites them. What influences their decisions. And where their perceptions may not yet reflect the full range of opportunities available.

The space industry provides a fascinating lens through which to examine all of those questions. It’s an industry built on innovation and possibility, but its future will be shaped not only by technological advancements, but also by how people understand, experience, and connect with them.

That’s why we believe this research has relevance well beyond aerospace. The findings have implications for tourism organizations, educational institutions, economic development leaders, consumer brands, and businesses looking for new ways to connect with their audiences.

MORE TO DISCOVER

Over the coming months, we’ll share more findings from Space Signals, exploring what we’ve learned and what those insights could mean for brands, businesses, destinations, and communities.

Some findings reinforce what we might expect. Others challenge assumptions and reveal opportunities that may not yet be fully realized.

Curious what these insights could mean for your business or brand? We’d love to explore the possibilities with you. Reach out to start the conversation.