September 09, 2024 |
September 09, 2024 |
OUR BEST INTEL
Good afternoon,
In today’s newsletter, we’re featuring a big new report on generational trends as well as a just-published state-level election
tracker.
Generations 101 Report
Each generation brings unique consumption patterns and brand expectations to the table. Marketers must understand the similarities
and differences to effectively connect with target audiences from the broadest to the most niche.
Based on Morning Consult Intelligence data, this report provides insight into the unique and shared behaviors, attitudes and
expectations of consumers across different generations.
Gen Z by the numbers Born 1997 to 2012 72% Marital status mharried = Living with partner = Separated/aivorced/widowed Snge never
marred Kids in household Race 620 a5t of Gon Zars wi Cnden o nousahoa et cenzes e s under 3. vs. 4850 of ofwhite Gen 22 us.aguts
100 - — — Whte Sk Asan Amesan nden, Ocher e Nk, s Honain o o oarae Gen X by the numbers Marital status Born WMarried 1965 to g vt
s 1980 = Separated/divorced/widowed = Sngle nevr maried Kids in household Race One-quarter of Gen T8% Sorswin chidron ahoue Gen
Xars ehild under Us.sauns 120 7% o - Whte sk Askn Ameranndn, o e sk, e oan or ace sarder Education 13% bachelor's degree or
equivalent 4% master's degree o higher 23% bachelors degree or equivalent 12% master's degree or higher 34% Urban 43% Suburban
Rural 20% Urban. s Suburban 26% Rurl Millennials by the numbers Born 1981 to 1996 Kids in household Mienrials Us. aduts Baby
boomers by the numbers Born 1946 to 1964 Kids in household e & Us. aduts Marital status wHarred e = Livng with partner =
Separated/dvorcediwidoned snge never marred More than haifof 73% Milormils havo kids in thei household. i least 24 ponts more 23%
of white mitlennials han ay ober dortty as Hispanic goneraton iy 22 e 15% 7% 2% 3% Asan Ameran Indan, Ctrer N Aasta, or actic
iander whee Bk Marital status 1% witarried B Lving with partner = Separated/dvorced/widowed Singe never marted Race 7% 7% % % 1% -
Whte Bak Awan Amercan ndon, Otrer Nthe Asska, e Havalon or o Hander Education 23% bachelor's degree or equivalent 14% master's
degree or higher 26% bachelor's degree or equivalent 16% master's degree or higher 39% Urben 39% Suburban Rural 21% Urban s3%
Suburben 27% Rural
Download the full report for a look at the key demographics, motivators, media and shopping behaviors of each generation.
Introducing a state-level 2024 election tracker
In addition to our ongoing national tracking of the 2024 election, Morning Consult is now also publishing data on the presidential
race in 14 states, as well as key Senate and gubernatorial contests.
The latest survey data finds that Harris leads Trump within the margin of sampling error in Wisconsin, Michigan, Pennsylvania and
Georgia. Trump leads Harris inside the margin of sampling error in Arizona and Florida, while the two candidates are tied in
Georgia and North Carolina. In Colorado, Maryland and Virginia, Harris holds leads outside the surveys’ margins of error, while
the same is true for Trump in Ohio and Texas.
See how key senate and gubernatorial races are stacking up
ICYMI
Global Consumer Sentiment: September 2024 edition: Morning Consult tracks consumer sentiment in 43 countries. In August, consumer
sentiment rose in 21 out of the 43 surveyed and dropped in 22.
U.S. Housing Affordability: As home values continue to appreciate, and the hurdles inhibiting homeownership grow higher, there is
a widening gap among various groups’ wealth and homebuying ability.
Health-Conscious Consumers Put in the Work, but Don’t Shy Away From Play: The psychographic profile of health-conscious consumers
reveals an outsized emphasis on future planning and community, along with a strong sense of self-worth that drives a lot of
leisure pursuits.
How’s Consumer Demand and Employment Faring in Rural America? At this time, conditions in rural areas of the United States seem
more fragile, not only on the unemployment front but also for consumer demand.
Webinar On-Demand: Generations 101: What are the attributes and behaviors that make Gen Z different? What about millennials, Gen X
and baby boomers? At Morning Consult, we ask consumers every day about their leisure behaviors, consumption habits, personal
motivators and more so we can analyze and study how each generation is a little (sometimes a lot) different. In this webinar, we
dive into what sets consumers apart.
How Baby Boomers Shop Online: Baby boomers are no longer online shopping laggards. While a plurality (48%) say they prefer to shop
in stores, their usage of mobile shopping has steadily increased over time, in line with the general population. This generation
is often overlooked in e-commerce research because baby boomers don't shop as often as younger generations do, but that’s a
mistake.
U.S. Jobs and Labor Tracker: Since August 2020, Morning Consult has been gathering daily data on the employment status of U.S.
consumers. Although the methodology differs, this survey uses the same definition as the Bureau of Labor Statistics (BLS) to
determine the national unemployment rate. Consequently, Morning Consult’s high-frequency data provides valuable insights into
real-time joblessness fluctuations.
U.S. Enthusiasm for 4-Day Workweek Dips Without Remote Work Option Brands analyst Ellyn Briggs unpacks employed U.S. adults’
sentiment toward the burgeoning work trend, including how remote work policies impact support for it e, MBI By Cameron Easley KEY
TAKEAWAYS - American workers are extremely optimistic about the practice: 87% of employed U.S. adults said they would be very or
somewhat interested in a four-day workweek, and a nearly equal share (82%) said they think the widespread adoption of it in the
United States would be successful. However, remote work policies may impact the four-day workweek's appeal. While 75% of employed
US. adults reported being interested in the truncated approach if remote work was allowed “all or nearly all of the time.” this
figure dropped 1o 51% when respondents were presented with the option of “no remote work at all.” More broadly, employed U.S.
adults are showing signs of interest in lower impact lifestyles. The survey also asked whether American companies should adopt
certain work norms seen in Europe, and large majorities of employed U.S. adults responded in favor of every tested policy — though
support was strongest for extended vacation periods and lunch breaks. Data Downloads Pro+ subscribers are able to download the
datasets that underpin Morning Consult Pro's reports and analysis. Contact us to get access. Data file | Pro+ A sortable XLSX file
of survey results among U.S. adults and key demograpt About Pro+ Abrief outline of what datasets are included in Morning Consult
Pro
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reports, daily analysis and trend tracking dashboards on how consumers are spending, streaming, shopping, voting and engaging.
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Morning Consult data paired with expert analysis
Morning Consult pro subscribers get full access to all of the data and analysis in Our Best Intel, along with in-depth special
reports, daily analysis and trend tracking dashboards on how consumers are spending, streaming, shopping, voting and engaging.
START A FREE TRIAL
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