American Values Consumer Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context
• Economic and other assumptions

Executive Summary

• Top takeaways
• Audience overview
  • Figure 1: American values segments, 2022
• Hopeful Progressives (38%)
• Confident Conservative (21%)
• Cynical Individualists (23%)
• Unsure Apathetics (17%)
• Opportunities and challenges
• Americans’ opinion of the country has taken a hit
  • Figure 2: Outlook on America, by American values segments, 2022
• American morale is currently low
  • Figure 3: Other countries’ perceptions of Americans, 2022
• • Figure 4: American self-perceptions, 2022
• Consumers are looking to brands to step up as moral leaders
  • Figure 5: Role of brands, by American values segments, 2022
• Brands have the opportunity to appeal to local unity, small acts of kindness and everyday enjoyment

Target Audience and Opportunities

• Segmenting Americans based on their outlook on the country, brands and their own personal values
  • Figure 6: American values segments, 2022
• Factors
• Segments
• Hopeful Progressives (38%)
• • Figure 7: American values segments – Hopeful Progressives, 2022
• Confident Conservatives (21%)
• • Figure 8: American values segments – Confident Conservatives, 2022
• Cynical Individualists (23%)
• • Figure 9: American values segments – Cynical Individualists, 2022
• Unsure Apathetics (17%)
• • Figure 10: American values segments – Unsure Apathetics, 2022

The American Consumer: Fast Facts

Outlook on the Country

• Over six in 10 American say their outlook on the country has diminished in the past few years
  • Figure 11: Diminishing outlook, by American values segments, 2022
• Only a third of Americans feel the country is a global leader
  • Figure 12: Outlook on America, by American values segments, 2022
• Older generations are more likely to view the country in a brighter light
  • Figure 13: Outlook on America, by generation, 2022
• Americans feel the country has a responsibility to be moral leader but can also still learn from other countries
  • Figure 14: Global role, by American values segments, 2022
• The majority of Americans believe they are the freest people in the world, but not the most equal
  • Figure 15: American freedom and equality, by American values segments, 2022
• • Figure 16: American freedom and equality, by gender, by ethnicity and Hispanic origin, 2022
• Despite doubts about American equality, the majority of Americans believe they have or will achieve the American dream
  • Figure 17: Achieving the American Dream, by American values segments, 2022
• For many, the American Dream is the freedom and opportunity to achieve a satisfying life
• Black and Asian Americans are least likely to believe they’ll achieve the American Dream
  • Figure 18: Achieving the American Dream, by ethnicity and Hispanic origin, 2022
• More than half of Americans feel domestic extremism and partisan division have become some of the country’s biggest threats
  • Figure 19: Threats and issues, by American values segments, 2022

Outlook on the American People

• Consumers’ opinion of other Americans is fairly pessimistic
  • Figure 20: Outlook on American people, by American values segments, 2022
• More than half of Americans assume other countries perceive them to be wasteful, divided and selfish
  • Figure 21: Other countries’ perceptions of Americans, 2022
• • Figure 22: Other countries’ perceptions of Americans, 2022
• Only half of Americans trust their fellow countrymen
  • Figure 23: Trust in people, by American values segments, 2022
• Trend Driver Spotlight: Surroundings
• Local Spotlight: “The Bungalow Lady” creates miniature replicas of Chicago homes
  • Figure 24: Chicago’s “Bungalow Lady,” January 2022
• Gen Z adults notably have less trust in the American people
  • Figure 25: Trust in people, by generation, 2022
• Americans agree that the country’s culture is individualistic, but Hopeful Progressives and Cynical Individualists are more likely to see it as an issue
  • Figure 26: American individualism, by American values segments, 2022
• Older generations are more likely to feel American culture has become too individualistic
  • Figure 27: American individualism, by generations, 2022

Outlook on Personal Values and Philosophies

• Americans have fairly low opinions of themselves
  • Figure 28: American self-perceptions, 2022
• Hopeful Progressives and Confident Conservatives are more likely to be engaged citizens and actively trying to make a difference
  • Figure 29: American self-perceptions, by American values segments, 2022
• Americans’ perceptions of themselves vary heavily across generations
  • Figure 30: American self-perceptions, by generations, 2022
• American individualism runs true, especially among Confident Conservatives and Cynical Individualists
  • Figure 31: American self-perceptions, by American values segments, 2022
• Asian Americans are more likely to value cultural collectivism
  • Figure 32: American self-perceptions, by ethnicity and Hispanic origin, 2022
• Brand spotlight: Omsom’s loud and proud brand identity challenges Asian American stereotypes
  • Figure 33: Omsom giving the middle finger to the model minority trope

Brand Expectations and Institutional Trust

• More than half of Americans hold brands to the same ethical standards as the government, and they want to see brands uphold American values
  • Figure 34: Expectations for brands, by American values segments, 2022
• Gen Zs are less likely to hold brands and the government to the same ethical level
  • Figure 35: Expectations for brands, by generations, 2022
• The majority of Americans believe that brands need to act in the public’s best interest and hold government officials accountable
  • Figure 36: Role of brands, by American values segments, 2022
• While the majority of Gen Zs still expect brands to play a role in the public’s best interest, the cohort is more neutral compared to other generations
  • Figure 37: Role of brands, by generations, 2022
• Some industries hold more consumer trust than government officials
  • Figure 38: Institutional trust, 2022
• Millennials hold the most trust across institutions, which may be due to parental optimism
  • Figure 39: Institutional trust, by generations, 2022

Competitive Strategies and Market Opportunities

• Helping Americans find Enjoyment Everywhere
• Baking with Dolly and Duncan
  • Figure 40: Baking with Dolly and Duncan, January 2022
• Waffle House inspires new children’s book
• Earning consumer trust with an Ethics Check
• Frances Valentine partners with CleanHub to track plastic use
  • Figure 41: Tracking CleanHub’s progress, January 2022
• Urban Outfitters launches inaugural HBCU apparel line
  • Figure 42: UO’s Summer Class of 2021 HBCU Capsule Collection, December 2021

Appendix – Data Sources and Abbreviations

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