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What’s On Tap for Morning Consult Pro in Q2

A look at what we're publishing in the coming months

April 02, 2025 at 12:32 pm UTC

At the onset of each quarter, we provide readers with an overview of what to expect from our analysts in the coming months. Below you can find highlights of our upcoming research, including a full list of planned reports.

To get access to all of these reports, subscribe here.

What’s new with Pro

More macro consumer trend reports
Since launch, our tentpole reports on topics like influencers and Gen Alpha have consistently been our subscribers most widely-read content. In 2025, we will be doubling-down and publishing 2-3 such reports monthly on the biggest topics driving consumer behavior across industries.

Deeper investment in the intersection of brands and politics
President Trump’s rapid action on everything from tariffs to DEI policy is making politics central to business leaders. To meet this demand, our politics team will be putting more resources into analyzing how political trends are impacting consumer behavior, with a focus on fast-turnaround analysis to match the speed of shifting public opinion.

Additional newsletter offerings
A recent reader survey found that newsletters are our readers preferred format for reading content. Expect to see a range of new offerings in the coming months, with a focus on curating relevant trends to make it easier for you to keep up and get more value out of your subscription.

Notable focus areas

A 360 view of tariffs
We will continue 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.

Navigating economic turbulence
As confidence wanes and uncertainty rises, our economic team will be focused on how consumers are responding, and what it will mean for spending habits.

Brand loyalty and disloyalty
We will be publishing data on the drivers of brand loyalty across a range of industries as well as an in-depth report evaluating what drives consumers away.

AI, data privacy, and the shifting tech landscape
Our analysts will be publishing reports on AI super users, how brands should manage data privacy, as well as the evolving politics of Big Tech.

America’s global brand
Along with ongoing analysis of how Trump’s tariffs are impacting perceptions of U.S. brands abroad, the global team will publish their annual Made in America report.

Q2 reports

Health and Wellness in the Age of MAHA
This report will dive into the politics and influence of health, looking at what Americans define as healthy, how that bifurcates based on politics, and who people trust for information about what is and is not healthy.

Understanding the AI Super User
Leveraging Morning Consult Intelligence data, a dive deep into this audience’s attributes, financial outlook, psychographic drivers, brand preferences.

Most Trusted Brands 2025
Our annual report on the brands that have earned consumer trust.

A Gen Z Politics Deep Dive
Look at party identification over time among key Gen Z sub-groups and explore how partisanship impacts consumer behavior among this generation.

State of Workers 2025
This report takes a look at the state of engagement and job satisfaction among workers, while gauging more timely topics like concerns over AI use in work, what workers think of the current job market, whether or not they may be impacted by the current political climate.

Corporate Engagement in the Trump Era
With Trump back in office and more emboldened than ever, we’ll assess whether Americans’ expectations for if/how brands should wade into politics have changed.

How Brands Can Reach Millennials' Evolving Needs
This generation were in their teens when 9/11 happened, entering the workforce during the great recession and becoming parents during the COVID pandemic. Now as they stand to face even more uncertainty and turmoil in their peak earning years, brands need to understand how they're evolving and what they expect of the companies they buy from, especially given their importance as a key consumer group.

Made in America 2025
The 2025 edition of our annual Made in America report, exploring Americans’ appetite for the product segment as the country turns inward.

Gauging the Public’s Views of CEOs
A deep dive on public opinion toward CEOs and what role consumers want them to play in 2025.

The State of Disloyalty
In the past, we’ve covered what makes consumers loyal to brands, but what do brands do that creates disloyalty, driving customers away? This will study what brands do that burns bridges with their customers across industries such as banking, travel, retail, restaurants, and tech.

High-Income Consumers Shopping Habits and Favorite Brands
A closer look at Americans earning $250k or more, including media habits, shopping behaviors and favorite brands - featuring breakouts on high income women, men, Gen Z, and millennials.

Data Privacy, AI and Building Brand Trust
The ascendance of AI combined with growing societal distrust is elevating the need to understand how Americans think about data privacy. This report will explore how trust levels are shifting, with a focus on demographic differences brands should understand.

Geopolitical Risk in 2025 - Mid-year Update
Including data on Made in America, tariffs, views on ESG/CSR, anti-Americanism, consumer boycotts, and more.

Who is Politically Engaged?
A look at how political interest has evolved in recent years overall and among key subgroups. Which groups are most interested in politics and public affairs? And how does that intersect with optimism about the country, personal finances and views on brands?

Women in Travel
Men and women travel very differently, and this report will examine how women’s path to purchase and booking behaviors differ from men's, how they approach solo travel, blended travel, and a breakdown of who women travelers are.

Additional Q2 Coverage

Explore a full list of all our regularly-updating Trend Trackers here.