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American Values Consumer Report 2024

American Values Consumer Report 2024

Market Intelligence Reports Consumer Insights US

Although the run-up to the 2024 presidential election has been filled with many unprecedented twists, turns and history-making incidents, Mintel’s consumer data indicates that a nuanced shift is taking place across the US political landscape and is having an effect on consumer values and behaviors in the USA.

American Consumer Values Overview

Political tension, social divisions and economic concerns continue to persist across the US; yet just under half of US consumers now view the country as heading in the right direction, a slight but notable uplift compared to consumers’ outlook in 2020 and 2022. The upcoming election stirs mixed emotions as well, with over half of US consumers expressing stress but many still maintaining optimism.

While longer-term consumer sentiment ultimately hinges on the overall ethos and outcome of the election, there is potential for these pockets of hope and optimism to foster greater national unity and cooperation. Appealing to shared American values including the importance of family and hard work can help fortify the early indicators of common ground that are taking shape.

For years there’s been the ongoing debate regarding the role of US companies and brands in the country’s social and political issues. While there is no one-size-fits-all solution, consumers undeniably view US brands as embedded within the country’s identity.

American Values – Consumer Statistics

US brands and American consumer values: A large majority of US consumers expect brands in the US to uphold American values.
US consumer expectations for brands: Half of Americans believe brands should share public stances on social and political issues.
US consumer sentiment: While 51% of consumers are stressed about the upcoming 2024 election, a similar share says they remain optimistic.

American Values Consumer Report – What’s Inside?

Key Topics Analyzed in the Report

Overview of the US political landscape leading up to the 2024 presidential election
Americans’ outlook on the state of country and its political divide, including comparisons to their outlook pre-2020 election
Planned voter engagement and newsgathering resources
Key election issues consumers are considering before heading to the polls
Consumers’ perceptions of American values and potential areas of national unity
The perceived role of US brands in the upcoming election and the county’s overall identity

Meet the Expert Behind the Analysis

This report was written by Lisa Dubina, Mintel’s Associate Director of Culture and Identity. Lisa has been with Mintel since 2019. Her insights and reports analyze the underlying psychographic factors that influence how consumers identify, express themselves, build like-minded communities and engage with brands across categories.

With the US on the precipice of transitional change, brands can offer stability by appealing to shared American values of freedom, community and perseverance.

Lisa Dubina
Associate Director, Culture and Identity

Collapse All

- Note: data collection context and forthcoming consumer research
Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Opportunities
Market Dynamics
- Market context
- Market drivers
- The 2024 presidential election: the twists and turns keep coming
- In an unprecedented move, President Biden withdraws from the election
- Controversy surrounding former President Trump’s criminal indictments and conviction
- Failed assassination attempt on former President Trump shakes the nation, and potentially turns the tides of the election
- Ongoing global conflicts are stoking the protest-vote movement
- An influx of migrants arriving in northern cities is creating new divisions on the issue of immigration
- The end of Roe v. Wade continues to energize Democratic voters
- Trump seeks to distance himself from Project 2025 as Democrats aim to mobilize voters against the plan
- Consumer segmentation
- Segmentation factors
- Segmentation factors, cont.
- Cluster segmentation
- Graph 1: American election attitudes – cluster segmentation analysis, 2024
- Politically Opinionated & Pessimistic consumers have staunchly held political beliefs and an overall negative outlook on the state of the country
- Politically Disengaged & Optimistics are less likely to hold strong opinions about the country or the election, and by default remain optimistic
- Politically Stressed but Hopeful people are simultaneously anxious for the election, but still hopeful the US will find common ground and unite
Consumer Insights
- Consumer fast facts
- Consumer fast facts (cont.)
- State of the country
- Americans’ overall outlook on the country is slowly improving compared to the general outlook in recent years
- The most politically engaged consumers are the most likely to feel the country is in trouble
- Graph 2: outlook on the state of the country, by by American election attitudinal segments, 2024
- Stage of life and financial situation also influence consumers’ attitudes on the state of the country
- Graph 3: outlook on state of the country, by self-reported financial comfort, 2024
- Graph 4: outlook on the state of the country, by generation, 2024
- Brands should keep these demographic differences in mind as they craft and consider brand messaging throughout the election year
- Despite incremental improvement in consumers’ outlook on the country, many still believe that political tensions are dividing the US
- Graph 5: agreement – “The country currently feels less divided than it felt in 2020,” by political affiliation, 2024
- In their own words: Americans’ outlook on the country
- Younger and multicultural consumers are more likely to feel the country’s political division has improved
- Graph 6: agreement – “The country currently feels less divided than it felt in 2020,” by race and Hispanic origin, and LGBTQ+ identity, 2024
- Graph 7: agreement – “The country currently feels less divided than it felt in 2020,” by generation, 2024
- Outlook on upcoming election
- Stress about the outcome of the upcoming election is fairly similar to 2020, with both pessimistic and hopeful Americans showing concern
- Graph 8: agreement – “The outcome of the 2024 elections is a significant source of stress for me,” by American election attitudinal segments, 2024
- Despite election stress, Americans are slightly more optimistic going into the 2024 elections compared to 2020
- Graph 9: 2024 election outlook by American election attitudinal segments, 2024
- Graph 10: 2020 election outlook, 2020*
- Brands can use the Summer Olympics and other mainstays of US community to organically appeal to consumers’ growing sense of optimism
- Baby Boomers show the most trepidation about the upcoming election, while younger consumers show more optimism
- Graph 11: agreement – “The outcome of the 2024 elections is a significant source of stress for me,” by generation, 2024
- Graph 12: election outlook, by generation, 2024
- Brands with older consumer bases can offer anxious Americans wellbeing resources and educational tips
- The majority of consumers anticipate political fatigue and more division after the election
- Graph 13: apprehensions for the election, 2024
- Voter engagement and planned participation
- 90% of eligible voters are likely to head to polls in November – though, notably less than in 2020
- Graph 14: likelihood to vote in the upcoming 2024 presidential election, 2020-24
- Voter registration and engagement campaigns should target Gen Z, low-income, part-time and LGBTQ+ voters
- Graph 15: likelihood to vote in the upcoming 2024 presidential election, by select demos, 2024
- Plans to keep up with election news coverage is common, however, so are difficulties in identifying accurate news media
- Graph 16: planned election engagement, 2024
- Planned election engagement varies by generation
- Graph 17: planned election engagement, by generation, 2024
- Trusted brands can help educate consumers on potential ways the election may impact different categories and consumers’ interests
- Television, followed by online, are the top planned mediums for consuming election news coverage
- Graph 18: planned election media consumption, 2024
- Social media tops the list of consumers’ online election coverage resources
- Graph 19: planned online election consumption – social media platforms, 2024
- Graph 20: planned online election consumption, 2024
- Brands and political organizations need to utilize social media in order to reach young and multicultural Americans
- Graph 21: planned online election consumption – social media platforms, by race and Hispanic origin, 2024
- Election context and key issues
- Overall, more Americans have been satisfied with a variety of personal areas over the past four years, compared to 2020
- Graph 22: areas of personal satisfaction since previous election year – pre-2024 election vs pre-2020 election, 2024
- Brands and companies can lean into consumers’ improved outlook compared to four years ago
- Graph 23: areas of personal satisfaction since 2020, by American election attitudinal segments, 2024
- The economy, Social Security and maintaining personal standards of living are likely to be highly important issues for voters
- Graph 24: importance of key election issues, 2024
- The economy, Social Security and maintaining personal standards of living are likely to be highly important issues for voters
- While older voters are focused on big-picture economic issues, younger and multicultural voters are attuned to personally-relevant social issues
- Graph 25: importance of key election issues – high importance, by select demographics, 2024
- Graph 26: importance of key election issues – high importance, by generation, 2024
- While older voters are focused on big-picture economic issues, younger and multicultural voters are attuned to personally relevant social issues
- Outlook on American values and unity
- Americans view themselves as honest, respectful and authentic, while they view other Americans as hardworking and family-oriented
- Graph 27: American values – personal values vs others’ values, 2024
- Celebrating the shared priority of family is one way to foster unity and understanding among Americans during times of political division
- Graph 28: perceived values of other Americans – compared to 2020, 2024
- Disney appeals to Americans’ prioritization of family year-round
- The majority of consumers view their fellow Americans as good people but recognize a difference in beliefs
- Cadbury celebrates local volunteers and everyday acts of kindness
- Consumers believe they have more in common with their fellow Americans now than in 2020
- Graph 29: agreement – “The majority of Americans view the world the same way I do,” by generation, 2024
- Graph 30: agreement – “The majority of Americans view the world the same way I do” – compared to 2021, 2024
- Hard work and perseverance are universal American values that US brands can appeal to
- Ford pinpoints the common gene that connects its customers
- Young consumers are more optimistic that Americans will find common ground and unite
- Graph 31: outlook on possibility of American unity, 2024
- The role of brands in the US political landscape
- American consumers believe that US brands play a role in upholding the country’s values and emphasizing aspects of unity
- Graph 32: outlook on role of brands*, 2021 vs 2024
- Graph 33: agreement – “It’s important for US brands to uphold American values,” 2024
- Younger generations are more likely to look to brands to help unite the country
- Graph 34: agreement – “It’s important for US brands to uphold American values,” by generation, 2024
- Graph 35: outlook on role of brands*, by generation, 2024
- US brands can find low-stakes ways of tapping into American values and culture
- For brands – where it’s appropriate – there’s the opportunity to share and broadcast stances
- Graph 36: agreement – “I am comfortable with brands taking a public stance on certain election issues,” 2024
- Young and multicultural consumers are more likely to want to see brands take a stand on political/social issues
- Graph 37: outlook on brands taking political/social stances*, by select demos, 2024
- Encouraging voter registration and providing a distraction from political discourse are both stance-free ways for brands to get involved
- Graph 38: opportunities for brand involvement, 2024
- Reformation partners with Monica Lewinsky on non-partisan voter encouragement campaign
Innovation and Marketing Trends
- Launch activity and innovation
- Local beer brands find creative ways to help Argentines through tumultuous times
- WhatsApp helps prevent political misinformation during Mexican election
- Dutch Ministry teamed up with Snapchat to make voting fun
- Marketing and advertising
- Ben & Jerry’s launches its first ad campaign in a decade to encourage American activism
- adidas inspires community and national pride for England ahead of Euro 2024
Appendix
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms

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