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What’s on Tap for Morning Consult Pro in H2 2024

A look ahead
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June 24, 2024 at 4:08 pm UTC

In H2 2024, we’re investing more in the topics and analysis that our subscribers love. The second half of the year is going to be marked by continued economic change, the testing of political systems and evolving consumer habits that will shape the future of industries. Read on for a preview of what’s in store.

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Morning Consult Pro: H2 2024 Highlights

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Industry & Consumer Trends

Across industries, we are tracking the consumer trends and customer segments that are shaping the future. In the second half of the year, we'll explore artificial intelligence, the luxury buyer, middle-income consumers, and evolving macro trends across retail, travel, media, finance, and the broader economy.

Key Highlights:

The Luxury Buyer
A two-part series exploring luxury consumers—their demographics, media habits, psychographics, spending, financial outlook, and the defining traits representing "luxury" in shoppers' minds across categories.
Publishing throughout July

All About Middle-Income Consumers
Middle-income consumers’ habits are shifting. This report will examine where middle-income consumers break with predictable patterns and what that means for brands trying to reach them.
Publishing in August

Economic Pulse: 2024 Holiday Spending
A look at how economic conditions are shaping the 2024 holiday shopping and travel trends.
Publishing in October

The AI Revolution
An analysis of how consumer perceptions of generative artificial intelligence have evolved over the last year across advertising, marketing, and ecommerce.
Publishing in November

Election Aftermath: Preparing for the New Political Environment
Following the election, we’ll deliver comprehensive coverage on how the new political environment is impacting brand perceptions, economic decisions, and driving cultural change.
Coming November

The State of the Global Consumer
A comprehensive view of consumer spending, sentiment, and other key economic indicators in advanced economies around the world.
Publishing in November

Generational Trends

Morning Consult conducts over 20,000 interviews daily across more than 40 countries, providing a wealth of insights into how generations are evolving. We will dive deep into this data to help subscribers better understand these nuanced customer segments.

Key Highlights

What Drives Gen Z Men and Women Today
A look at key demographics and drivers of Gen Z men and women and the brands that dominate with these consumer cohorts.
Publishing in August

The Definitive Guide to Generations
What separates – and unites – Gen Z, millennials, Gen X and baby boomers, including demographic details, media consumption habits, and psychographic drivers.
Publishing in September

Gen Z Outlook: The Future of Culture, Society and Politics
A guide to what brands need to know about Gen Z in 2025 and how their consumer preferences are shaped by how they think broadly about culture and society.
Publishing in November

New Email Briefing: From A to Gen Z
Starting in Q3, we are launching a biweekly email briefing dedicated to the youngest generations. Our expert analysts will deliver the freshest trends, data, and insights, giving you an inside look at what's shaping the future. Sign up here.

Brand Loyalty, Purpose & Growth

Building a future-proof brand is critical. In the second half of 2024, we are going to deliver new analysis helping marketers understand consumer perceptions around brand marketing, loyalty, purpose and growth to help stay ahead of evolving trends.

Key Highlights

Breaking Down Brand Loyalty
A deep dive into what loyalty means to consumers across key industries (retail, tech, food, travel) and a guide for brands on how to build brand loyalty.
Publishing in August

How Brands Can Succeed at Influencer Marketing in 2025
Are consumers starting to tire of influencers? We’ll explore the trends in influencer marketing, building on years of trended data on the subject and touch on new topics of influence.
Publishing in October

Fastest Growing Brands
Our annual report looking at the brands that have grown the most in purchasing consideration between Q1 and Q4.
Publishing in December

Global Corporate Purpose Tracker
Tracking consumers’ expectations surrounding corporate activism and global trust in business in dozens of countries, while diving deeper into the expectations of global consumers around corporate action on key social issues.
Updated quarterly

Media Consumption Habits

The upending of traditional media institutions continues to alter the trajectory of consumer habits. From entertainment to news to audio, the shift is dramatic and our analysis will help subscribers navigate how to meet customers where they are.

Key Highlights

How Democrats and Republicans’ Media Consumption Habits Differ
This report will provide a look at how different political parties are engaging with media, social and entertainment platforms and how that is changing as the 2024 election approaches.
Publishing in September

The State of News Consumption
A report on the state of news – from credibility to consumption, and how it should evolve for the future.
Publishing in September

The Definitive Guide to Generations
What separates – and unites – Gen Z, millennials, Gen X and baby boomers, including demographic details, media consumption habits, and psychographic drivers.
Publishing in September

Economic & Financial Trends

Inflation, interest rates, supply chains – these are terms that have quickly become daily conversational topics for regular consumers. In H2, we’ll dive deeper into the state of the consumer, their financial health and how drivers of the economy are shifting that equation.

Key Highlights

The State of the Economy
How did the US economy perform in the first 6 months and what we can expect for the second half for the US consumer.
Publishing in July

The State of U.S. Consumer Finances
We will provide an update on the finances of the U.S. consumer, not only looking at current credit conditions but also emergency expenses.
Publishing in August and December

Navigating Housing Affordability
As the Fed continues to evaluate interest rates, we’ll go deep on housing prices and its effects on consumer finances.
Publishing in September

Economic Pulse: 2024 Holiday Spending
A look at how the economic conditions are shaping the 2024 holiday shopping and travel trends.
Publishing in October

Labor and Dollars: How Employment Trends Shape Spending Habits
A special report looking at the labor conditions for the consumer and how it’s impacting their ability to spend.
Publishing in October

Side Hustles: How American Workers Make Additional Income
Looking at the explosion of "side hustles" and how that is impacting consumers’ financials, their work preferences and identity.
Publishing in October

The State of the Global Consumer
A comprehensive view of consumer spending, sentiment and other key economic indicators in advanced economies around the world.
Publishing in November

Planning for the 2025 Economy
A look at the ever-evolving economy and its impact on the consumer as we head into 2025.
Publishing in November

Navigating Global Risk

A year of global elections and economic turbulence presents new risks and opportunities for global organizations. Our coverage will equip subscribers with the necessary information to navigate complex international landscapes, safeguard their brand reputation, and make informed business decisions in an interconnected world.

Key Highlights

Global Political Risk Ratings
New global political risk ratings in over two dozen markets to facilitate corporate scenario planning efforts, forecasting and portfolio management.
Launching in Q3

Made in America
A revamped 2024 edition of our Made in America report, looking at consumer demand for products made in the USA across various consumer segments.
Publishing in July

U.S. Reputation Tracker
A new tracker to help companies manage geopolitical risks to brand reputation by identifying markets and sectors where U.S. brands are likely to benefit and suffer from views of America.
Updated quarterly

Global Leader Approval Ratings
Approval ratings for global political chief executives in over two dozen markets.
Updated monthly

Global Corporate Purpose Tracker
Tracking consumers’ expectations surrounding corporate activism and global trust in business, while diving deeper into the expectations of global consumers around corporate action on key social issues.
Updated quarterly

U.S.-China Relations Tracker
Tracking key issues in U.S.-China relations, including views of each country as an ally/enemy and forecasts of escalating military and economic tensions.
Updated quarterly

U.S. Foreign Policy Tracker
Tracking key issues in U.S. foreign policy, including breakouts of voters' top issues by political affiliation, views on global engagement and isolationism, and views on unilateralism and multilateralism.
Updated quarterly

U.S. Politics & the 2024 Election

The 2024 election is driving deep uncertainty in the country– and we will provide non-stop analysis into how it is shaping up and shaping the future of politics nationally and at the state-level.

Key Highlights

U.S. Presidential Election Tracker
Our weekly tracking of the presidential race, including head-to-heads, buzz and the issues driving voters to the polls.
Updated weekly

U.S. Election Watch Report
Our flagship monthly report on the state of the elections, covering voters' top issues, congressional trust, and more at the national, state and district level.
Published monthly

Is It Still the Economy, Stupid? The Economy's Role in U.S. Elections
A special report on how the economic environment is playing into voter decisions this fall.
Publishing in September

How Democrats and Republicans’ Media Consumption Habits Differ
A special report on how different political parties are engaging with media, social and entertainment platforms ahead of the election.
Publishing in September

Election Aftermath: Preparing for the New Political Environment
Following the 2024 election, we’ll deliver a wide range of analysis on how the new political environment is impacting brand perceptions, economic decisions and driving cultural change.
Coming in November

2026 Midterm Elections Tracker
A new tracker intended to be first to market in the U.S. 2026 midterm election space, launching just after the 2024 U.S. presidential elections.
Launching in December

New Email Briefing: Tracking 2024
A new, biweekly U.S. election briefing, drilling down on the trends, voter groups, and candidates shaping the election. Sign up here

State-Level Presidential Approval Tracker
A new monthly tracker spotlighting state-level Biden approval in all 50 U.S. states.
Updated monthly

Senator & Governor Approval
Our quarterly report on Senator and Governor ratings in every state will be complemented with a new interactive tracker. Pro+ subscribers will get access to the full set of demographic data behind the scenes.
Published quarterly; tracker launches in July

District-Level Analysis of Voters’ Top Issues
District-level analysis of the issues that voters care most about.
Publishing July

State-Level Party Ideology
State-level assessment of shares of voters that identify with each party in 2024, amid well-documented shifts in party affiliation in recent years.
Publishing in September

Have feedback or ideas? Email us at [email protected].

A headshot photograph of Jeff Cartwright
Jeff Cartwright
Chief Growth Officer

Jeff Cartwright is the chief growth officer at Morning Consult. @JeffSCartwright

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