Morning Consult

We're excited to launch our latest tool—Audience Builder AI Copilot—designed to transform how you create custom research audiences. 🚀 Our new AI Copilot revolutionizes custom audience creation, making the process faster and more intuitive than ever. Powered by Morning Consult’s extensive database of over 80 million survey interviews, it empowers subscribers to instantly define and build highly targeted research audiences. For example: 🏆 "Millennial business decision-makers in the U.S. making over $100K" 📍 "Gen Z consumers in the Midwest who are frequent online shoppers" 💼 "Tech industry professionals in Germany with high-income levels" Learn more here: https://lnkd.in/ggBD6BH2 #MarTech #MarketResearch #AI

The Trump administration’s rapidly expanding trade war has coincided with a staggering upswing in anti-American sentiment: Global average net favorability of the United States has fallen by roughly 20 points since January. Meanwhile, our data shows that some U.S. brands have already seen steep drops in purchasing consideration among overseas consumers coinciding with recent U.S. tariff announcements — suggesting that worsening views of America are rapidly taking a toll on some brands’ health. Meanwhile, the average purchasing consideration of U.S. brands operating in Canada, China, and Mexico has already declined several points. Here's what to know, what to expect and what to do about it: https://lnkd.in/gMP6Q9k9

The Morning Consult Industry team loves a generational analysis 😊 On deck from the last few weeks: 🥸 How are Gen Z feeling, really? From me and Ellyn Briggs, a look at how Gen Zers feel physically and mentally, and what they're doing to cope (spoiler alert: shop). One big takeaway is that there is a big gender divide on many attitudes. https://lnkd.in/gP-F-gWu 👶 Gen Alpha's influence Great report from Claire Tassin and Ellyn Briggs, featuring this perfect one-liner: Gen Alphas are still small, but their impact is not 🥹 Plus, a look at Gen Alpha's most-asked-for brands. https://lnkd.in/g3E2k8zp 🥐 Are Gen Zers still foodies? Lindsey Roeschke's answer is, yes. Plus, Gen Z snarks on other generations in an open-ended question about the food they associate with each generation. https://lnkd.in/dCTFBgBj

Morning Consult 's latest Gen Alpha report is out today! Claire Tassin and I worked together on this one to explore how today’s kids’ exposure to technology, media and money is influencing the shopping habits of their families. Some key takeaways: ◼️ 9 is the magic number: Ages 9-11 are a crucial period for Alphas’ development — when their access to everything from money and devices to control over what they watch online begins to increase notably. ◼️ There’s a gender divide among Alpha’s parents: Compared to moms, Gen Alpha dads are more likely to be optimistic about their kid’s finances, prioritize tech ownership and support book bans. ◼️ Alphas are (literally) early adopters: Large portions of the young cohort own all sorts of devices. Plus, Alphas are already spending time online at rates similar to their Gen Z counterparts — and watching lots of the same content, too. ◼️ Some purse power, lots of persuasion: While Alphas’ direct access to funds is still limited, they’re influencing their parents’ purchasing decisions on a near daily basis, especially when it comes to food and beverages. ◼️ Alphas already have clear brand preferences: Childhood staples like Disney and McDonald’s are among Alphas most-asked-for brands, but new and unexpected names like Temu and Sephora take top spots too. Download the full report here: https://lnkd.in/epGbv-Gy #genalpha

Before tomorrow's CPI release, Sofia Baig published a report on a rerun of a popular Morning Consult inflation survey. Inflation has eased considerably since its highs in mid-2022, but nearly two and a half years later, prices remain the top concern for consumers regarding the economy. Among all costs, grocery prices continue to reign supreme as a concern for most respondents. How will tariffs affect this outlook? Read the full report here: https://lnkd.in/e5tdzzW8 for consumers' views of inflation.

Great collaborators sometimes follow the rules of improve. Get you a colleague like Amy He, who says "yes, and" to my sometimes ridiculous newsletter ideas. Always On is Morning Consult's weekly newsletter that digs into a brand or audience trend using our always-on insights platform powered by 15,000 daily surveys across 40+ countries. So far, we've explored: 🤖 The Rise of AI Chatbots: Around 8% of respondents in the general public reported using ChatGPT daily in February 2023. Two years later, that’s doubled to 17%. 🛍️ Daily online shoppers: Almost 1 in 2 of these frequent online shoppers play mobile games on their phones or tablets several times a day, which is 15 points higher than the general population 🏨 Gen Z's hotel preferences: Marriott has the highest purchasing consideration for this young generation amongst the hotel brands we track 🪙 Crypto exchange users: The portion of this audience who identify as Republican jumped 18 points from Jan. 2024 to Jan. 2025 ...& more. Want to get this in your inbox next week and see what brilliant intro I pitched to my colleague Amy? Sign up here: https://lnkd.in/gFYUBKVj And check out our latest edition here: https://lnkd.in/gDPc_86x

At Morning Consult, we pride ourselves on being more than just a data provider—we’re a trusted partner that helps businesses navigate complex challenges with real-time, forward-looking insights. But don’t just take our word for it. Hear from the Director of Global Brand Marketing Insights at Salesforce, Conner LeBas, as he shares why Morning Consult is Saleforce’s go-to partner for making informed, strategic decisions. Whether you're looking to understand shifting consumer trends, optimize your brand strategy, or gain a competitive edge, we’re here to help. Want a customized brand report to start Q2? Book a time with us now and start turning data into decisions that will drive results. https://lnkd.in/g8CE8sfN #MorningConsult #DataDrivenDecisions #MarketResearch #ConsumerInsights #BrandStrategy

Yesterday, I joined Ragan Communications and PR Daily at the AI Horizons Conference to explore how communications professionals can not only participate in—but lead—the AI conversation within their organizations. We discussed the urgency of AI and real-world examples showcasing how integrating the technology with data analysis accelerates insights, strengthens credibility, and secures leadership buy-in. A sincere thank you to Matthew Kinsman for moderating the discussion, and to Brian Snyder and Levar Cooper for sharing such valuable insights. Sign-up to get early access and learn more about Morning Consult AI here: https://lnkd.in/gGMD7kjA

Gen Z is shaping culture but struggling in key areas — friendship, finances, and fitness. Our latest report reveals: — Loneliness is high. Gen Z wants connection but finds it hard to build new friendships. — Money stress is real, especially for women, leading to overspending and debt. — Fandom thrives. Gen Z leans into nostalgia, horror, and online communities for belonging. Brands that build confidence and foster community will win with this influential generation. More insights here 👉 https://lnkd.in/gyciFAcw

A few weeks ago, I joined a panel at Morning Consult's company kick-off. I work with a stellar team from Morning Consult on my brand health research here at Salesforce. Thank you William Pink for having me and for moderating a neat conversation alongside Estée Lauder’s Kalindi Mehta and Chick-Fil-A's Charlie Farr. The two best nuggets I took from them were: (1) Confirmation of our own approach here at Salesforce -- the best use of AI at work blends humans, AI, and well-curated data which allows us to go beyond "averaging the internet." 🤌 (2) AI is not seen as a threat or hype—it is actively disrupting how businesses operate, including research and analytics. And to my fellow Researchers, all three of us agreed (much to Morning Consult's delight) that any projects with “AI” in the title are more likely to get leadership funding and support. Do with that what you will. 😏