People don't buy a wearable to train harder. They buy one to keep tabs on their own health: aging, heart health, weight, and how fit they really are. Those health moments dominate the category, and ...

Drawing on a survey of more than 6,000 U.S. adults, this report examines how consumers discover products, assess recommendations and respond to potential partners. The report also includes ratings of ...

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Thank you for your interest. You can access the report here.

Households earning $100,000 or more now spend 2.8 times as much each month as households earning under $50,000, the widest gap in Morning Consult’s tracking. Higher earners are pulling away: ...

When consumers are price impacted, they may absorb higher prices, trade down, or walk away entirely. Each response points to different risks and opportunities for a brand. One QSR brand used ...

A new Morning Consult survey offers a pulse check on the consumer mood as we enter the 2026 holiday shopping season, covering financial pressures, holiday budgets, AI usage, BNPL, and shopping ...

Democrats are building momentum as Trump's approval rating hits the lowest mark of his second term. AI, data centers and broader tech regulation are rising as priorities. 1. President Trump's approval ...

The Context Advantage: How Economic Reality Shapes Consumer Choice and Reveals Your Best Path To Growth ...

When consumers encounter higher prices, they may absorb the added cost, trade down, or walk away entirely. For brands, each of these behaviors may call for a different strategic response. Morning ...

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