2022
9
American Values Market Report 2022
2022-03-02T03:04:43+00:00
OX1099411
3695
148342
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Report
en_GB
“The past two years have been marked by uncertainty, social tension and political division for Americans. This unprecedented period of time in US history has affected Americans’ outlook on the…

American Values Market Report 2022

£ 3,695 (Excl.Tax)

Description

This US American Values Market report provides comprehensive and current information and analysis of the US American Values market including US American Values market size, anticipated market forecast, relevant market segmentation, and industry trends in this American Consumer values report.

Current market landscape

For Americans, the past few years have been characterized by uncertainty, social tension, and political division. It’s not surprising that this tumultuous and unprecedented period of time has affected American consumers’ outlook on their country, their fellow Americans, and their own personal values. While people’s trust in government institutions and figures continues to wane, their expectations for brands to be moral leaders and agents of social change has only grown. As the country begins to recover from the COVID-19 pandemic and adapt to the next normal, brands have the opportunity to help consumers restore their sense of American pride, optimism, and values.

Future market trends in US American values

As the country begins to recover from the COVID-19 pandemic and adapt to the next normal, brands have the opportunity to help consumers restore their sense of American pride, optimism, and values.

Read on to discover more about the US American Values consumer market, read our US Value-Conscious Consumer Market Report 2021, or take a look at our other US Market Research reports.

Quickly understand American consumers

  • American consumers’ outlook on the state of the US, including the current issues impacting American society.
  • Consumers’ opinion of their fellow Americans and their perceptions of Americans’ global reputation.
  • Americans’ outlook on their own personal values and moral philosophies.
  • Consumers’ expectations for and trust in brands compared to other government and public institutions.
  • Consumers outlook on America

Covered in this report

Political alignments include: Conservative Republican, Lite Republican, Liberal Democrat, Lite Democrat, Independent, No Affiliation, Hopeful Progressives, Confident Conservatives, Cynical Individualists, Unsure Apathetics.

Expert analysis from a specialist in the field

This report, written by Lisa Dubina, a leading analyst in the Culture and Identity sector, delivers in-depth commentary and analysis on American self-perceptions in 2022 to highlight current trends and add expert context to the numbers.

The past two years have been marked by uncertainty, social tension and political division for Americans. This unprecedented period of time in US history has affected Americans’ outlook on the country, their fellow Americans and their own personal American values. As the country begins to recover from the COVID-19 pandemic and adapt to the next normal, brands have the opportunity to help consumers restore their sense of American pride, optimism and values.
Lisa Dubina, Senior Culture and Identity Analyst
Lisa Dubina
Associate Director, Culture and Identity

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
  2. 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
  3. 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
  4. The American Consumer: Fast Facts

  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. Appendix – Data Sources and Abbreviations

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

About the report

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 databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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