The outlook on President Trump’s second administration reflects the country’s continued, deep political divide; however, there are widespread concerns about the future of American democracy on both sides of the political spectrum. Among younger Americans, a pronounced gender split in political beliefs is growing. While young men lean increasingly conservative, young women are identifying with more liberal values.
As political beliefs become increasingly personal and closely tied to identity, more consumers are interested in actively championing the political causes that are directly relevant to their everyday lives. This identity-driven approach to political values is also extending to consumer behaviors. Young conservatives are now just as interested as liberal-leaning consumers to shop according to their political values and beliefs.
However, deeply personal and identity-based political views are also intensifying the country’s political polarization. Young consumers in particular are increasingly likely to view individuals with opposing political beliefs as extreme and untrustworthy, while digital echo chambers are further exacerbating societal divides. As politics increasingly intersects with consumerism, it will become more challenging for brands to remain neutral and avoid political controversy.
Political values have become more deeply embedded in Americans’ identity and behavior, amplifying the country’s polarization and creating new challenges for brands.
Lisa Dubina, Associate Director, Culture & Identity
Note: data collection for this Report took place during March 2025, before “Liberation Day” on April 2, 2025. At the time of data collection, the Trump administration was discussing and implying tariff increases were imminent, but they had not yet been officially levied, temporarily frozen or reciprocally increased. Despite that, 84% of those surveyed expressed familiarity with proposed tariffs, indicating the majority of consumers were informed and staying up-to-date on Trump’s evolving trade policies.
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