-
- All Industries /
- Consumer Insights /
- American Values Consumer Report 2024
American Values Consumer Report 2024
- Multiple Report Formats
- Access to our Clients Portal
- Interactive Databook
- Custom Presentation Tool
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.
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 3,695
Remixing and recontextualizing foreign cultural elements into the mainstream is one of many ways cultures evolve over time. The mass adoption of the internet and social media has...
Find out more£ 3,695
The humanization of pets continues to influence the pet industry. Pet owners are eager to invest in products and services that meet their heightened expectations for pet care...
Find out more£ 3,695
Self-expression remains a critical aspect of consumers' personal identity, self-esteem and mental wellbeing. Authentic expression helps consumers feel seen and accepted through all stages of their personal growth...
Find out more£ 3,695
Hispanic shoppers prioritize price/deals when grocery shopping, and they are confident in their knowledge of which stores have the best prices. As budget pressures force tighter trade-offs, consumers...
Find out more£ 3,695
Consumers remain largely ambivalent about lunch, with only 45% associating “satisfaction” with their midday meal. The paradox, however, is that fewer than a third want lunch to be...
Find out moreFrom consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more