MORNING CONSULT BRAND TOOLBOX
INTRODUCTION
A letter from our CEO
and about our company
01
02
VALUES AND
POLITICS
Personal values,
business ethics, and
political positions03
BRAND LOYALTY
Building and maintaining
brand loyalty
04
LEARN FROM
THE BEST
The most loved brands
and what millennials
think about their values05
WHAT DO
MILLENNIALS
THINK ABOUT
YOUR BRAND
WHAT’S IN
THE REPORT
THE MORNING CONSULT BRAND TOOLBOX
This report is the frst in a series that seeks to give decision-makers
a better set of tools for dealing with essential brand decisions
- from managing a crisis to deepening consumer loyalty.
To make sure you receive these reports, sign-up here (mncnslt/sub).
MORNING CONSULT BRAND TOOLBOX
INTRODUCTION
Much ink has been spilled dissecting the shopping
habits of millennials and their unprecedented
generational buying power.
What do we already know Coming of age amidst the Great Recession,
millennials were instilled with a deep sense of fnancial caution. Access
is more important to this generation than ownership, giving rise to an
exploding sharing economy. Millennials prefer distinctive shopping
opportunities, and derive value from the experiential. Accustomed to
perfectly tailored social media feeds, they expect retailers to meet their
needs with precision.
Crucially, millennials expect more from brands. From the shoes they
wear to the coffee they Instagram, brand choices are increasingly used
to project values in public and online, elevating the need for brands
themselves to be value-conscious.
In this report, we get at the heart of that trend by exploring the
question, how will the values and ethics of America’s most sought-
after generation shape their consumer choices We approached
this from a number of angles that I believe you will fnd to be both
fascinating and instructive.
Thank you for taking the time to read this report. You can fnd contact
information on the last page, and I encourage you to send along any
questions or feedback you may have.
SINCERELY,
Michael Ramlet
Morning Consult Co-Founder and CEO
A LETTER FROM OUR CEO
MORNING CONSULT BRAND TOOLBOX
Morning Consult is a technology company revolutionizing ways to collect, organize,
and share survey research data to transform how decisions are made. Our survey
research technology produces results at unprecedented scale, speed, and accuracy.
INTELLIGENT DATA,
INTELLIGENT DECISIONS
OUR FLAGSHIP PRODUCT
Intelligence
ABOUT MORNING CONSULT
Currently tracking over 1,800 brands and
products, with 200 interviews per day per brand.
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What Consumers THINK
What Consumers SAY
What Consumers SEE
Collectingover 3 million
market research invterviews
Evaluating over 100 million
social media posts
Analyzing over 85,000
news media outles
MORNING CONSULT BRAND TOOLBOX
Identify demographic targets
and geographic trends to
customize communications
& marketing campaigns.
STRATEGIC
PLANNING
Track brand perception in real-
time with the Brand Intelligence
dashboard in your inbox.
DAILY
MONITORING
Evaluate the magnitude of a
crisis and track the effectiveness
of your response.
CRISIS
RESPONSE
USE CASES