Claire Tassin

Chicago

Content Author and Consumer Research Analyst at Freelance

Analyst at Morning Consult

Retail and e-commerce analyst, mall rat, Chicagoan, consumer insights obsessed

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Articles

The Behaviors, Attitudes and Favorite Brands of the Wealthiest Consumers

1 week 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.
The Case for In-Person Brand Engagement

2 weeks 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.
Republican Women Prioritize Health More Than Others, and Are More Apt to Believe Misinformation

3 weeks 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.
Importers Passing New Tariffs Onto Shoppers Risk Alienating Them

3 weeks 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.
Consumption Habits of the Wealthiest Consumers

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

Sign up to get the latest global brand, media and marketing news and analysis delivered to your inbox every morning. Wealthy people have been the driving force behind the resilience of consumer spending over the last few years. Insulated from the inflationary impact on household budgets, there are just fewer tradeoffs to be made. The wealthy’s budget flexibility means they can still make big moves despite higher interest rates.
Ozempic Users Are Living Their Best Lives and Increasing Spending While Taking the Drugs

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

April 10, 2025 at 5:00 am UTCCurrent users of GLP-1 drugs like Ozempic report feeling more confident while on the medication: 40% of users said they feel “much more confident,” and 25% said they feel “a little more confident.” GLP-1 users also report higher rates of impulse shopping while taking the medications, even more so among those newly confident users.
Health and Wellness in the Age of MAHA

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

Both parties agree on the basics.Eat your vegetables, get some exercise and sleep well: There’s little disagreement that these are the foundations for individual health for most people. Controversial issues court disagreement. Fluoride in drinking water, vaccines and milk pasteurization see strong divided opinions by party.
Gen Alpha’s Buying Power 2025

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

For more insights about Gen Alpha, download our report Gen Alpha’s Influence. The spotlight is dimming on Gen Z as marketers’ favorite generation, and Gen Alpha is waiting in the wings. The oldest Alphas are entering their pre-teen years at age 11, and they’re not just Gen Z 2.0. While yes, they are another generation of digital natives, the media and technology landscape that their parents are operating in has changed dramatically from Gen Z’s early years.
Consistent Shifts Toward Affordability Permeates Consumer Decision-Making

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

April 02, 2025 at 5:00 am UTCThe share of U.S. adults who say they “tend toward the less expensive or more affordable option” increased from 74% in the first quarter of 2021 to 81% in the first 2 months of 2025. A similar increase occurred across all income groups. A pessimistic view of current financial decisions characterizes these affordability-focused shoppers, and is apparent in their real-world purchase decisions.
Parents Are Big Secondhand Shoppers, and Take Their Activity Online

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

For more insights about Gen Alpha, download our report Gen Alpha’s Influence. Secondhand shopping, thrifting, vintage hunting — call it what you want, but the resale market is undeniably having a moment on social media. For some, the motivation is to differentiate themselves from the pack through finding unique items in an era where everyone seems to buy the same stuff. For most though, it’s all about saving money.