What’s On Tap for Morning Consult Pro in Q4 2025

At the onset of each quarter, we provide Pro subscribers with an overview of what to expect from our team of expert consumer, economic and political analysts in the coming months. Below you can find highlights of our upcoming research.

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Core themes we're covering in Q4

The biggest stories happening now

• Economic pressure is gathering. Will consumers weather it?
  The main economic story in 2025 so far has been resilience in the face of turbulence. But with signs of mounting pressure, our economic analysis will focus on just how sturdy this resilience is and what cracks might start to show up in consumer behavior.
• The shifting culture war’s corporate implications
  Partisan division continues to tear the country apart under the second Trump presidency and it’s putting an unprecedented amount of pressure on American businesses. We’ll provide a steady stream of insights at the intersection of partisanship and reputational risk.
• Navigating the holiday shopping season
  With industries now laser-focused on the fast-approaching holiday shopping, we will equip them with timely insights that fill in important gaps where our data can add distinctive detail, including the top gifts, buzziest brands, economic outlook and more.

And getting ahead of what comes next

• Disruptive trends & transformative audiences shaping brand marketing
  Whether it’s a pullback on luxury spending, emerging shifts in product discovery, the increasing pains of deal fatigue, our research will help brands navigate important transformations in consumer behavior.
• Trends to watch in 2026, and how to plan for them
  To wrap up the year, our analysts will publish a series looking at what shaped the 2025 consumer landscape and what can brands anticipate in 2026. We will also publish a number of forward-looking reports, including on influencers and Gen Alpha’s digital diet, that will help subscribers stay ahead of trends poised to be top of mind in the new year.
• All eyes on the upcoming midterms
  Ahead of the 2026 midterms, we’ll keep a close eye on the race for control of the House, Senate and a bevy of governors’ mansions across the country.

Notable reports

• Fastest Growing Brands 2025
  Our annual flagship ranking exploring the brands that have taken off over the past year
• Are We Post-Woke? Gauging the New Divides in America’s Culture War
  How attitudes on major culture war topics have shifted in recent years
• A Brand’s Guide to Influencers in 2026
  Re-upping our popular influencer data to see how people are engaging with influencers and what they want out of influencer/brand partnerships
• The Gen Alpha Digital Landscape
  Examining how Gen Alpha uses social media and consumes digital content
• The Biggest News Moments of 2025
  Our annual seen, read, heard round-up of the stories that broke through in 2025, and the ones that didn’t.
• Navigating the Luxury Pullback
  Explore luxury shoppers who are reducing their purchases with luxury brands. 

What else we're covering

We do our best to provide a look at what’s upcoming, but please note everything is tentative and subject to change. 

Additional reports and charts packs

• Brands We’re Watching in 2026
• Food & Beverage Brands Reputation Benchmark Report 2025
• Most Trusted Nonprofits 2025
• A Brand’s Guide to Boomers
• A Global Look At Social Media Use and Favorability 
• Understanding The New Era of Product Discovery 
• Sports and Wellness Chart Pack
• Tracking the Rise of BNPL
• 2025 Brand Marketing Best Charts Compilation
• 2025 Travel Beat Charts Compilation
• 2025 Food & Beverage Best Chart Compilation

Memos

• How Workers are Feeling Amid a Disruptive Job Market
• Do Consumers Have Deal Fatigue?
• The Black Friday After Action Report
• A Deep Dive into Comments Sections, Product Discovery, and Brand Marketing
• The Buzziest Brands of the 2025 Holiday Season
• How Grocery Spending is Evolving
• Gauging Consumer Perceptions of AI Pricing Across Categories
• Audience Spotlight series
  • Financial Elites
  • Frequent Home Shoppers
  • Frequent Apparel Shoppers
  • Energy Drink Aficionados
  • Routine-Focused Consumers
  • Professional Fighting Fans
  • The Extremely Online
  • Frequent Electronics Buyers
• 2026 Lookahead series: 
  • Travel
  • Food & Beverage
  • Retail
  • Brands
• State of the Parties 2025
• Gauging Trump’s Ability to Alter the Reputation of Brands He Targets 
• The Rise of the Tech Bro Right 
• Evaluating America’s Power Centers 
• The Anti-Tech Movement: Who are the Anti-Tech Consumers?
• Media Credibility in 2025
• Gauging Vaccine Attitudes 
• Foreign Brand Risks
• How America Views Labor Unions

New trackers

• State-level ideology tracker: Tracking Americans’ political ideologies in all 50 states.
• Midterm tracker: Tracking the congressional generic ballot

For a full list of the trend trackers that will be updated in Q4 you can go here.