Our Best Intel

Good afternoon, 

Today, we’re spotlighting fresh data on how consumers feel about tariff-driven inflation and research into nonprofit donors. 

U.S. consumers' tariff-driven inflation perceptions

Consumers continue to notice more price increases as tariff impacts gradually show up more. The share of adults saying they have not noticed tariff-related price increases for any category has fallen to a new low of 8% in October, while the share noting price increases for categories like apparel and furniture reached new highs. Explore more in our tariffs tracker.

High earners, men, and baby boomers overindex in the demographics of frequent nonprofit donors

The most frequent non-profit donors give at least five times per year and comprise about 10% of the U.S. population. Those donors, naturally, have more money. They’re overrepresented relative to population size among mid- and high-income households, and are also more likely to have significant invested assets. They’re overrepresented among married couples as well, as being in a dual-income household leads to a higher overall household income. Baby boomers, men and Republicans are also more heavily represented in the high-frequency donor population.

Read more here. Plus, stay tuned for more in our annual Most Trusted Nonprofits report coming next week. 

ICYMI

What Americans Think About AI Data Centers and Today’s Energy Crunch: 37% of voters would ban construction of AI facilities, which 54% blame for increasing consumer electricity costs

Consumers Are Changing Their Grocery Shopping Behaviors in the Face of Rising Prices: More than 7 in 10 U.S. adults say they’re concerned about the price of groceries including dairy, meat, pantry items and produce.

Tracking Trends in the Travel and Hospitality Industry: See where and how consumers are traveling, based on real consumer surveys.

Most Voters (and Many Republicans) Want ACA Premium Subsidies Extended: The broad bipartisan backing piles the pressure on congressional Republicans, who would draw the lion’s share of blame for any lapse to the enhanced tax credits.

Morning Consult’s Price Surprise Data Suggests Annual Inflation Is Back at 3.0%: Morning Consult’s inflation nowcast, based on Price Surprise index values for a subset of goods and services categories, suggests annual topline inflation climbed to 3.0% in September.

How Brands Should Communicate About ESG to Consumers: Consumers most often hear about brands’ environmental efforts on social media, but where they prefer to get their information varies by demographic.

Trends in the Retail and E-Commerce Industry: To help retail and e-commerce brand leaders identify which consumer shopping behaviors are taking hold and which are not, Morning Consult is tracking shifting consumer e-commerce and retail industry trends through a monthly survey of U.S. adults.

2025 Holiday Shopping Outlook: An early analysis into the most important consumer shopping, spending and celebrating trends of the holiday season shows that tariffs will test budgets this holiday season, but consumers are still looking forward to celebrating.

Chinese Consumers Aren’t Gung Ho About the U.S. Trade War: Chinese consumers' appetite for U.S. products could rebound quickly if U.S.-China relations improve.

Indian Consumer Boycotts Are a Growing Threat for U.S. Brands: As America’s brand worsens in India, slightly more consumers there are looking to punish U.S. brands.