The Problem With Premium in a Cost-Conscious Post-Pandemic World

COVID-19’s impact on spending behavior, shopping habits and even selection criteria has real implications for both value and premium brands as some consumers trade up, others trade down and others choose not to buy altogether, writes Morning Consult’s Victoria Sakal.

Why Gen Z Isn’t Interested in Your Statements, Promises and Commitments — Yet

Gen Z, known for its action, activism and impact, is now demanding these qualities from brands and businesses if they expect to gain this generation’s trust, purchases or talents in the future, writes Morning Consult’s Victoria Sakal.

Bigger Than The Boardroom: Evolving Expectations of Today’s CEOs

A global pandemic, the rise of stakeholder capitalism and growing demands for business leaders to take a more committed, proactive and public stance on important social issues such as racial injustice have converged to fundamentally transform the chief executive role, writes Morning Consult’s Victoria Sakal.

Why We Buy When the Going Gets Tough

Psychographic needs and brand connections play a key role in why we are starting, stopping and maintaining certain purchases during the pandemic, Morning Consult’s Victoria Sakal writes.

Dear Brands, Please Lighten Up. Sincerely, Consumers.

Empathetic and somber brand messaging during 'these uncertain times' may have run its course, Morning Consult's Victoria Sakal writes

Analysis: Anxiously Awaiting or Already Forgotten — A Look Into Americans’ Most-Missed Activities

Analysis: The Battle for the Big Bucks — Online vs. Offline in a Post-Pandemic World

Analysis: Necessity, Desire and the Murky Middle – What’s Behind COVID-Era Consumption Boosts

Analysis: People Are Streaming More, But Will It Stick?

Analysis: How Our Favorite Pastimes Will Change in a Post COVID-19 World