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Description

Description

"This report assesses the division between consumers’ personal values and their perceived “American values” as well as explores their reaction to social issues currently impacting the country overall. It evaluates how consumers personally support social issues they’re passionate about and what issues they look to governmental organizations or private companies to address." 

- Lisa Dubina, Senior Analyst 

This report looks at the following areas:

  • Engaging the Conscious Consumer
  • The divide in American values
  • The role brands can play

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • Target Audience
          • Top takeaways
            • Engaging the Conscious Consumer
              • Figure 1: Repertoire analysis – Conscious Consumer segment, November 2019
              • Figure 2: Conscious Consumer segment, by desired brand involvement, November, 2019
            • The divide in American values
              • Figure 3: Top individual values vs top perceived American values, November 2019
            • The role brands can play
              • Figure 4: Conscious Consumer group, by responsibility, November 2019
            • The opportunities
              • Internal inclusivity
                • External inclusivity
                • Target Audience – What You Need to Know

                  • Conscious Consumers shop their values
                    • Appealing to Conscious Consumers
                    • Target Audience: The Conscious Consumer

                      • Marketers can target “Conscious Consumers” based on “cause” participation
                          • Figure 5: Repertoire analysis – Conscious Consumer segment, November, 2019
                          • Figure 6: Conscious Consumer segment, by personal support, November 2019
                        • Identifying Conscious Consumers
                            • Figure 7: Conscious Consumer segment, by generation, by household income, by political affiliation, November 2019
                          • Conscious Consumers’ expectations for brands
                            • Figure 8: Conscious Consumer segment, by desired brand involvement, November, 2019
                          • Brand Spotlight: Hallmark Channel
                            • Figure 9: Hallmark Channel head stepping down following misstep with Zola same-sex ad, January 2020
                        • The Consumer – What You Need to Know

                          • Consumers’ personal values differ from perceived “American values”
                            • America is ideologically divided, but Conscious Consumers are pushing for expanded inclusivity
                              • Brands have less responsibility than the government, but more than consumers
                              • Personal Values versus Perceived Values

                                • Proud to be an American?
                                  • Figure 10: Top individual values vs top perceived American values, November 2019
                                • Through their eyes: What do American values look like?
                                  • Figure 11: Images that represent the best of America, March 2019
                                • Conscious Consumers have more faith in their personal altruism and in that of other Americans
                                  • Figure 12: Conscious Consumer group, by value of giving back, November 2019
                                • “I cannot tell a lie”. . . but others do
                                  • In their own words: Personal values
                                      • Figure 13: Individual values vs perceived American values, by generation, by race and Hispanic origin , November 2019
                                    • Brand Spotlight: SKIMS Solutionwear
                                      • Figure 14: Original Kimono brand announcement, June 25, 2019
                                      • Figure 15: Official response to controversy, July 1, 2019
                                    • Being my authentic self
                                      • Figure 16: Individual values vs perceived American values, by generation, by race and Hispanic origin, November 2019
                                    • Brand Spotlight: American Eagle Outfitters
                                      • Figure 17: #AerieReal | Real Change, January 2020
                                  • Issues Impacting American Values

                                    • A glimmer of hope in the American Dream
                                      • Figure 18: Future outlook, November 2019
                                    • Minimal middle ground for Americans
                                      • Figure 19: Future outlook, November 2019
                                    • Social media backlash
                                      • Figure 20: Impact on society, by Conscious Consumer, by generation, by race and Hispanic origin, November 2019
                                    • Mental health advancement is common ground
                                      • Figure 21: Impact on society, by political affiliation, by Conscious Consumers, November 2019
                                    • Reproductive healthcare: Politically divisive but expected by workforce
                                      • Figure 22: Impact on society, by political affiliation, by Conscious Consumer, November 2019
                                    • The #MeToo movement lacks male support
                                      • Figure 23: Impact on society, by Conscious Consumer, by gender, November 2019
                                    • Gender fluidity is currently polarizing, but slated to become more accepted
                                      • Figure 24: Impact on society, by Conscious Consumer, by generation, November 2019
                                    • Brand Spotlight: Lyft
                                      • Figure 25: Your pronoun; Your choice, May 2019
                                  • The Role of Brands

                                    • Consumers hold the government most responsible and also look to brands to intervene
                                      • Figure 26: Correspondence analysis – symmetrical map – responsibility, December 2019
                                      • Figure 27: Responsibility, November 2019
                                    • Brand Spotlight: Nike
                                      • Figure 28: What Nike told me when I wanted to have a baby | The New York Times Opinion
                                    • Brand Question: To take a stance or not?
                                      • Figure 29: Future outlook, by generation, November 2019
                                    • In their own words: Brands and values
                                        • Figure 30: Consumer perception of brands with good values, November 2019
                                      • The issues where consumers feel brands have a responsibility to act
                                        • Figure 31: Conscious Consumer group, by responsibility, November 2019
                                      • Brand Spotlight: Ben & Jerry’s
                                        • Figure 32: Take action on climate today | March 2019
                                      • In their own words: Values and brand affinity
                                      • Mintel Trend Drivers: What You Need to Know

                                        • Supporting consumers’ Rights
                                          • The future of personal privacy and rights
                                          • What’s Happening Now: Consumer Rights

                                              • Championing trailblazers
                                                • Figure 33: #Makespaceforwomen, January 2020
                                              • Expanding self-expression
                                                  • Figure 34: More than just makeup, August 2019
                                                • Promising protection
                                                  • Figure 35: Ensuring confidentiality, January 2020
                                              • What’s Happening Next: Consumer Rights

                                                  • Heightened consumer expectations drive the evolution of data security
                                                    • Brands become more entrenched in social issues
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • Direct marketing creative
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms

                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                  • Market

                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                  • Consumer

                                                                    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                  • Brand/Company

                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                  • Data

                                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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