Always On: Tariffs’ Impacts on Foreign Markets

Welcome to Always On. Each week, we’ll dig into a brand or audience trend you need to know about, tapping into Morning Consult Intelligence, our always-on insights platform powered by 15,000 daily surveys across 40+ countries. That means thousands of brands, audience deep dives, and enough fresh data to make your spreadsheets jealous. Sign-up here to get this email sent to you directly every week.

One trend Morning Consult has been tracking closely is how American brands have seen their favorability abroad decline alongside perceptions of the United States in response to newly proposed tariffs. In this edition of Always On, we’ll explore how you can monitor these shifts for yourself using several Morning Consult products.

MorningConsult.AI, our AI-powered tool, taps into 30,000 daily proprietary consumer surveys, allowing you to track how audiences’ views of America are evolving. For example, you can ask: How have high-income Canadians’ perceptions of the United States changed over time?

We measure favorability toward the U.S. in over 40 countries, and you can analyze these trends across any demographic, psychographic, economic, or usage segment. Here are a few prompts you can try yourself:

• Can I see favorability towards the United States amongst business travelers in the United Kingdom trended over time?
• How do AirBnB users in Spain feel about the United States trended over the last 2 years?
• How are boomers in Mexico feeling about the United States?

MorningConsult.AI empowers marketing and insights professionals to stay current on what matters to their customer segments and how best to engage them. Dive in here.

Going Deeper with Interactive Dashboards

One of the best ways to explore Morning Consult data is through interactive dashboards. For years, our dashboards have been a powerful tool to explore how different audiences felt about brands over time. But we’ve added a new feature that allows you to build trend charts with any of the hundreds of demographic, psychographic, usage, economic or political questions we ask.

For instance, consider this question we ask respondents in Mexico: Do you have a favorable or unfavorable impression of the United States? You can easily view this trend over time in a Morning Consult Intelligence Dashboard.

Clients can explore this new feature here.

• When you click “Create Chart,” the chart builder wizard will pop up on the right-hand side of your screen.
• Select “Trend Chart” and then click “Next.”
• Select “Response” and then click “Next.”
• Then select the country you want to explore and pick “Next” once more. Here, you can toggle between “brand” and “survey question” — pick the survey question option and then select any question from our daily tracker.

Find all of the daily tracker survey questions listed here. Not a Morning Consult Intelligence client but want access? Get in touch with us here.

Extra Credit: Exploring U.S. Consumers’ Perception of Tariffs

Newly published on Morning Consult Pro: A comprehensive tracker exploring U.S. consumers’ views on tariffs. This tracker, which we plan to update monthly, has nearly 20 charts exploring topline support for tariffs, inflation expectations, spending behavior, corporate messaging and political sentiment. Most U.S. consumers believe companies will pass on 50% to 100% of the cost of the Trump tariffs to them and are especially worried about the prices of essential goods like groceries, gas and automobiles.

Read and explore the full tracker here.