2021
9
US Conservative and Liberal Beliefs Market Report 2021
2021-06-26T04:24:46+01:00
OX1044821
3695
139773
[{"name":"Culture and Identity","url":"https:\/\/store.mintel.com\/industries\/demographics\/culture-identity"}]
Report
en_GB
“The United States is in a politically divisive period. The majority of Americans feel the country has never been more divided, and seven in 10 say they fear for the…

US Conservative and Liberal Beliefs Market Report 2021

£ 3,695 (Excl.Tax)

Description

“The United States is in a politically divisive period. The majority of Americans feel the country has never been more divided, and seven in 10 say they fear for the future of the country’s political landscape. The 2020 presidential election and the January 6 insurrection at the Capitol Building both impacted the way Americans think about politics and their anticipated future political engagement. They feel more responsibility to be politically active in the future, but also desire more political transparency which many think brands can help facilitate.”
– Lisa Dubina, Senior Culture and Identity Analyst

Key issues covered in this Report

  • Trended change in Americans’ political affiliation and ideology.
  • Americans’ outlook on the country’s current political landscape and the impact of the past year.
  • Attitudes towards and trust in the political parties, and expectations for the parties’ futures.
  • Consumers’ trust in government institutions, individual politicians, and key public figures.
  • Americans’ outlook on key political issues including voter rights, brands’ political donations, and the role of social media in politics today.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Overview of political landscape
      • Figure 1: Political profile, April 2021
    • Opportunities and challenges
    • Americans are frustrated by politics and fearful for the future
      • Figure 2: Outlook on the country, by political profile, April 2021
      • Figure 3: Outlook on the insurrection, by political profile, April 2021
    • People feel the political parties have become too extreme and their leaders outdated
      • Figure 4: Political party extremism, by political profile, April 2021
    • Trust in government institutions and individual figures is moderately low
      • Figure 5: Political trust, April 2021
      • Figure 6: Political trust – government institutions, by generation, April 2021
    • Consumers are looking to brands for more transparency in political discourse
      • Figure 7: Social media and politics, by political profiles, April 2021
      • Figure 8: Company donations, by political profile, April 2021
  3. Target Audience – Key Takeaways

    • Republican affiliation is down while non-partisan identification is rising
    • Across political profiles, segments view American qualities differently
    • Americans are frustrated with the country’s heightened political division
  4. Target Audience by the Numbers

    • Mintel’s political profiles
    • Rise of the non-partisan voter
      • Figure 9: Political profile, April 2021
      • Figure 10: Political profile, February 2020
    • Conservative Republicans skew male, White, older, and educated
      • Figure 11: Political profile, Conservative Republicans, April 2021
    • Conservative Republicans prioritize Americans’ patriotism and self-reliance
      • Figure 12: Top three qualities of being an American, by Conservative Republicans, December 2020
    • Lite Republicans overindex as male, White, Gen X adults
      • Figure 13: Political profile, Lite Republicans, April 2021
    • For Lite Republicans’ equality is part of American patriotism
      • Figure 14: Top three qualities of being an American, by Lite Republicans, December 2020
    • Liberal Democrats skew Black, older, and middle income
      • Figure 15: Political profile, Liberal Democrat, April 2021
    • Liberal Democrats emphasize equality above all
      • Figure 16: Top three qualities of being an American, by Liberal Democrats, December 2020
    • Lite Democrats overindex as Black and urban Millennials
      • Figure 17: Political profile, Lite Democrat, April 2021
    • For Lite Democrats, patriotism and individuality are equally important
      • Figure 18: Top three qualities of being an American, by Lite Democrats, December 2020
    • Independent Americans are an eclectic mix of Gen Z and Boomer adults
      • Figure 19: Political profile, Independent, April 2021
    • The Independent segment highlights individuality
      • Figure 20: Top three qualities of being an American, by Independent, December 2020
    • Americans with no affiliation overindex as young, female, and multicultural
      • Figure 21: Political profile, No Affiliation, April 2021
    • Non-affiliated Americans focus on honesty and individuality
      • Figure 22: Top three qualities of being an American, by Non-affiliated adults, December 2020
  5. The Political Landscape in Consumers’ Own Words

    • Americans are disheartened by the country’s political division
    • The January 6 insurrection left Americans bewildered, embarrassed, and dismayed
  6. The Consumer – Key Takeaways

    • The 2020 election and the January 6 insurrection affected Americans’ political outlook
    • Both Republicans and Democrats desire change within their party
    • Trust in political institutions and figures varies by age and political profile
    • Americans agree the political environment needs more transparency
  7. Impact of the Past Year

    • Americans believe the country has never been more divided
      • Figure 23: Outlook on the country, by political profile, April 2021
    • The majority worry for the future of the country’s political environment
      • Figure 24: Concerns for the political environment, by political profile, April 2021
    • The 2020 election drove political engagement; COVID-19 did not
      • Figure 25: Impact of COVID-19, April 2021
      • Figure 26: Impact of 2021 election, by political profile, April 2021
    • Over half of Americans say the insurrection on January 6 impacted how think about politics
      • Figure 27: Impact of insurrection, by political profile, April 2021
    • Strong majority of Americans agree the insurrection was not an appropriate form of political protest
      • Figure 28: Outlook on the insurrection, by political profile, April 2021
      • Figure 29: Violent extremism, by political profile, April 2021
    • More than half fear more future incidents like the January 6 insurrection
      • Figure 30: Fear of future unrest, by political profile, April 2021
  8. The Future of Political Parties

    • The majority of Americans feel both political parties have become too extreme
      • Figure 31: Political party extremism, by political profile, April 2021
    • Over four in 10 Democrats want their party to embrace younger leaders
      • Figure 32: Future of Democratic party, April 2021
      • Figure 33: Future of Democratic party, by political profile, April 2021
    • Four in 10 Republicans also want their party to embrace young leaders
      • Figure 34: Future of Republican party, by political profile, April 2021
      • Figure 35: Future of Republican party, by political profile, April 2021
    • Americans are split on whether bipartisanship is truly possible
      • Figure 36: Bipartisanship, by political profile, April 2021
    • The majority of Americans believe Trump has had a lasting influence on the country’s political environment
      • Figure 37: Influence of Trump, April 2021
    • Liberal and Lite Democrats are more convinced of Trump’s lasting mark than Republicans
      • Figure 38: Influence of Trump, by political profile, April 2021
  9. Political Trust

    • Local government is trusted more than the federal government
      • Figure 39: Political trust, April 2021
    • Lite Democrats show the most trust in government institutions
      • Figure 40: Political trust – government institutions, by political profile, April 2021
    • Gen Z adults have the least trust in government institutions
      • Figure 41: Political trust – government institutions, by generation, April 2021
    • People don’t seem to differentiate between political parties and their leaders
      • Figure 42: Political trust – political parties, by political profile, April 2021
    • Lite Democrats and Lite Republicans are the most likely to believe politicians are well-intentioned
      • Figure 43: Politicians’ intentions, by political profile, April 2021
  10. Outlook on Key Issues

    • The battle over voting accessibility
    • Early in-person voting is the most valued and supported voting right
      • Figure 44: Voting rights, April 2021
      • Figure 45: Voting rights, by ethnicity and Hispanic origin, April 2021
    • More than six in 10 Liberal Democrats feel all tested voting rights should be legal across the US
      • Figure 46: Voting rights, by political profile, April 2021
    • Older Americans are more likely to support widespread voting rights
      • Figure 47: Voting rights, by generation, April 2021
    • Aside from Independents, only a third of Americans feel a third major political party is needed
      • Figure 48: Third political party, by political profile, April 2021
    • More than one quarter of people interested in a third party want to see a party that is fiscally conservative but socially progressive
      • Figure 49: Ideal third political party, April 2021
    • The majority of Americans feel there should be more transparency in brands’ political donations
      • Figure 50: Company donations, by political profile, April 2021
    • Lite Democrats have the most trust in business leaders and public cultural figures
      • Figure 51: trust in business and public figures, by political profiles, April 2021
    • Three quarters of Americans feel social media has made politics more extreme
      • Figure 52: Social media and politics, by political profiles, April 2021
    • Gen Z adults are least likely to feel social media has negatively impacted politics
      • Figure 53: Social media and politics, by generation, April 2021
  11. Companies and Brands – Key Takeaways

    • Brands cautiously entering the political landscape
  12. Mintel’s Trend Drivers

    • Rights
      • Figure 54: Mintel Global Trend Drivers – Rights, June 2021
  13. Competitive Strategies

    • Brands forced to address politics by consumers and employees
    • Brands take a stand for voting rights
    • Brands take the lead on raising minimum wage
    • Some brands attempt to eliminate political discourse at work
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Marketing creative
    • 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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