Claire Tassin

2 weeks ago | pro.morningconsult.com | Claire Tassin

Early tech adopters tend to be millennial (37%, versus 28% of the general public, male (+13 points) and non-white (-6 points). This group is made up of heavy social media users, using X, TikTok and Reddit more than the average consumer, and engaging with brands on social channels. The standout brands in net purchasing consideration reveal that beyond tech brands, they also are more likely to consider buying alcohol and luxury cars than the average.

1 month ago | pro.morningconsult.com | Claire Tassin

This cohort are extremely optimistic consumers. This bracket is relatively insulated from the day-to-day budgetary challenges caused by inflation and high interest rates, and thus have a sunny outlook on their finances. Status signaling and competition drives consumption. The psychographic profile of high earners reveals a status-oriented, competitive mindset, particularly among Gen Zers, millennials and men. Millennials and women skew more liberal.

1 month ago | pro.morningconsult.com | Claire Tassin

April 30, 2025 at 5:00 am UTCMost consumers (73%) say they enjoy shopping in stores, despite what retail closures and real estate vacancies would suggest. Young, urban women are the core audience for in-person brand activations and in-store events. That doesn’t mean they don’t want to engage with brands online: People who enjoy shopping in stores also tend to spend more time on social media, in search of inspiration and products to buy.

1 month ago | pro.morningconsult.com | Claire Tassin

April 24, 2025 at 5:00 am UTCNearly two-in-three (64%) Republican women say managing their physical health is a top priority in life, higher than any other cohort and placing it of near-equal importance to financially providing for themselves and their families. Most Americans consume an enormous amount of health information from social media, with Republican women using Facebook and Pinterest for health insights more than average.

1 month ago | pro.morningconsult.com | Claire Tassin

April 21, 2025 at 5:00 am UTCMorning Consult is covering tariffs from a wide range of angles, including the threats to consumer brands, the immediate and long-term economic implications, as well as global and domestic political reactions. This page offers a complete rundown of our analysis, and will update as we publish.