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.
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.
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.
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
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