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Nostalgia is a Market Force!Luminate’s latest data shows that catalog content dominates viewing time across nearly every...
07/13/2026

Nostalgia is a Market Force!

Luminate’s latest data shows that catalog content dominates viewing time across nearly every major streaming platform. The trend reflects what we see as a nostalgia-driven market, one where consumers are increasingly drawn to the products, brands, and experiences that feel familiar or invoke memories.

In a 2025 survey of 2,000 U.S. adults, consumers said they would pay an average of 32% more to bring back a favorite product from their past. Two-thirds said they would pay extra for a discontinued childhood favorite, while 71% said they were likely to shop from brands associated with their childhood.

At Murphy Research, we continue to track the shifts shaping consumer behavior, whether they are driven by what’s new, what’s next, or what feels comfortably familiar.

Find out more at MurphyResearch.com.

According to recent consumer research from Bazaarvoice, 56% of consumers say Pride merchandise feels authentic only when...
06/03/2026

According to recent consumer research from Bazaarvoice, 56% of consumers say Pride merchandise feels authentic only when brands consistently support LGBTQ+ causes year-round.

This is not surprising as authenticity has become one of the strongest drivers of brand trust.

According to Edelman's 2025 Brand Trust Report, 73% of consumers say their trust in a brand would increase if it authentically reflected today's culture. Meanwhile, Sprout Social reports that authenticity is the #1 thing consumers want from brand content.

Do companies who run PRIDE campaigns sway your perception of them? Hit the comments to let us know, and find more market insights at MurphyResearch.com!

According to Deloitte’s new 2026 Summer Travel Survey, only 45% of Americans plan to take a summer vacation this year, t...
05/20/2026

According to Deloitte’s new 2026 Summer Travel Survey, only 45% of Americans plan to take a summer vacation this year, the lowest level in six years! But among those who are traveling, expected spending on their longest trip is up 17% from last year.

As conversations around the “K-shaped economy” continue, we’re seeing more examples of a widening divide in consumer behavior: less discretionary spending among the masses, while higher-income consumers continue spending on experiences, travel, and lifestyle priorities.

Learn more about consumer behavior and its future effects at MurphyResearch.com

The Economic Spring ResetWith ongoing economic uncertainty, many brands are looking to spring as a potential reset.Seaso...
03/20/2026

The Economic Spring Reset

With ongoing economic uncertainty, many brands are looking to spring as a potential reset.

Seasonal shifts can change behavior.
In fact, 45% of consumers say spring is the time they’re most likely to try something new (IAB).

As we enter the first day of spring, we’re watching how consumer priorities, spending, and openness to new products begin to evolve.

Explore more insights at MurphyResearch.com

Micro and nano communities may outperform mass-reach social strategies.Instead of shouting into crowded feeds, brands ar...
01/22/2026

Micro and nano communities may outperform mass-reach social strategies.

Instead of shouting into crowded feeds, brands are finding deeper impact inside smaller, purpose-driven spaces, private groups, invite-only channels, and platforms like Discord and Slack. Places where trust, dialogue, and belonging actually form.

Why these communities have value:
• Engagement is higher in smaller groups
• Feedback is faster and more honest
• Loyalty is stronger and longer-lasting
• Members feel seen, not marketed to

Authenticity scales through connection. The brands that will be winning in 2026 are ones that are cultivating communities.

Want more insight for 2026? Talk to us at MurphyResearch.com

As 2025 comes to a close, we’re looking back at another year of rapid transformation across the marketing landscape. Con...
12/30/2025

As 2025 comes to a close, we’re looking back at another year of rapid transformation across the marketing landscape. Consumer behavior, media habits, and platform strategies continue to evolve. At Murphy Research, we’ve been closely tracking how these shifts shape real-world business outcomes.

- Social media remains a dominant investment priority, with Facebook leading planned spend among both B2B and B2C marketers, even as audiences fragment across platforms.

- Consumers are more selective with content than ever. While email remains a core communication channel, low click-through rates and perceptions of “irrelevant” messages signal a growing need for value-driven, insight-informed communication strategies.

- Short-form video continues to accelerate. TikTok, Reels, and YouTube Shorts lead the way as brands lean into bite-sized storytelling and engagement-first creative.

Brands that win are the ones that deeply understand their consumers and throughout the past year, we’ve helped clients:

- Identify emerging behavioral shifts across digital platforms

- Translate market signals into actionable strategic guidance

- Build data-driven content, messaging, and product roadmaps

- Validate real consumer attitudes behind evolving trends

As we head into the new year, we’re excited to continue partnering with brands that want to move beyond surface-level metrics and ground their decisions in rigorous, human-centered insights.

If you’re planning for 2026 and want to better understand your audiences, channels, and opportunities, we’d love to talk.

Say hi at MurphyResearch.com

A CLOSER LOOK AT BLACK FRIDAY:Despite headlines celebrating a record-breaking $11.8B in online Black Friday spend, when ...
12/02/2025

A CLOSER LOOK AT BLACK FRIDAY:

Despite headlines celebrating a record-breaking $11.8B in online Black Friday spend, when you look deeper, the story isn’t simple growth.

Order volumes actually declined ~1%
Units per transaction fell ~2%
In-store foot traffic was down ~3.6%
Meanwhile, selling prices rose ~7%

So while total dollars were higher, shoppers weren’t necessarily buying more, they were paying more for less.

At Murphy Research, we look beyond glossy top line figures to understand the why behind consumer behavior. Find out all we do and our market insights at MurphyResearch.com

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