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Good afternoon, 

In today’s newsletter, we’re featuring data on AI skeptics, consumer confidence and Trump’s deployment of law enforcement officials. 

Who are AI skeptics and how can businesses earn their trust?

Consumers overall are more likely to feel positively than negatively about AI, and to say they trust it. But over one-quarter of consumers (27%) say they do not trust AI at all, and companies must tread carefully with this cohort. Specifically, AI skeptics are more likely to be older, lower-earners, and women. The gap between men and women specifically should be concerning for companies as they evolve along with AI, as women are often primary decision makers and shoppers across multiple categories.

Read the full analysis

A new trend in consumer confidence: stability

After a volatile start to the year, consumers appear to be settling into their views on the economy. Morning Consult's Index of Consumer Sentiment (ICS) showed minimal change over the past week, continuing the quiet month of August in terms of shifts in consumer perceptions about the economy and their own personal finances.

Not only did the topline ICS show minimal movement in recent weeks, but all five of the underlying components--encompassing views on both current and future conditions--have maintained a stable trajectory as well.

Explore the data

Buzz improves about public safety and crime

Voters are 9 points more likely to say they had seen, read or heard something negative than positive about public safety and crime, an improvement from a 20-point gap on the issue at the beginning of the month.

Trump’s deployment of National Guard and federal law enforcement officials to patrol Washington was the most salient news story we tested over the past week, with 74% of voters saying they had seen, read or heard at least something about it.

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ICYMI

U.S. Consumer Income & Debt Tracker: Providing a comprehensive view of American consumers' income and debt sources.

What Drives Consumers to Abandon Purchases: Analyzing the drivers of and the solutions to consumers abandoning purchases across retail categories.

Brands Sticking With DEI See Gains With Both Democrats and Republicans: While many brands have rolled back their DEI efforts under the Trump administration, those that stuck with their initiatives have a positive trajectory with consumers.

Reddit's Power Users Could Be a Great Audience For B2B Brands: These users are well-educated, more likely to be high-income and have investments, and have standout favorability for tech and productivity brands. 

Renewed U.S. Tariff Threats Boost Consumers’ Boycott Propensity in Major Global Markets: The shares of global consumers who say they are decreasing spend with U.S. companies due to Trump’s tariffs have ticked up ahead of the reciprocal tariff deadline, and are likely to outlast it.

Where Consumer Spending Stands Midway Through 2025: The first half of the year looked surprisingly strong despite volatile sentiment and concern over the impact of tariffs on the U.S. economy, though recent shifts in the Consumer Health Index (CHI) suggest momentum may be stalling in July.

Tracking U.S. Consumers' Views on Tariffs: A comprehensive look at U.S. consumers’ attitudes, including topline support, inflation expectations, spending behavior, corporate messaging and political sentiment.

If Brands Have to Raise Prices, Keep Customers in the Loop: Shoppers see brands that communicate price changes due to tariffs as smart, practical and trustworthy. Not communicating price increases risks being seen as unpatriotic, cowardly and unethical.