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.
This report looks at the following areas:
- US economic indicators and the impact of the Trump administration’s evolving tariff policies
- An overview of US consumers’ political profiles across values and generations
- US consumers’ outlook on the second Trump administration thus far
- US consumers’ political engagement, knowledge and newsgathering resources
- How consumers put their political values into action
- Attitudes towards the country’s ongoing political divide and relationship with political opponents
- Consumers’ attitudes on global tariffs and their future financial outlook
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
Market Definitions
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.
- Younger Conservatives: Gen Z and Millennials who identify their political beliefs as very or somewhat conservative
- Older Conservatives: Gen X and Baby Boomers who identify their political beliefs as very or somewhat conservative
- In the Middle: Consumers across all generations who identify their political beliefs as moderate/in the middle
- Younger Liberals: Gen Z and Millennials who identify their political beliefs as very or somewhat liberal
- Older Liberals: Gen X and Baby Boomers who identify their political beliefs as very or somewhat liberal
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- Market definitions
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EXECUTIVE SUMMARY
- What you need to know
- What consumers want & why
- Opportunities
- Opportunities for brands
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MARKET DYNAMICS
- Market context
- Inflation slightly eased, though the cost of essentials remains elevated – further burdening lower-earning households
- Graph 1: headline CPI and core CPI, 2021-25
- GPD declined only slightly in Q1 2025 – far less dramatically than earlier estimates suggested
- Graph 2: quarterly real GDP growth, 2021-25
- Market drivers
- First 100 days of second Trump administration: rapid change, volatility and growing uncertainty
- Tariff situation remains uncertain; some consumer categories are more exposed than others, making them more susceptible to price increases
- Consumers are divided on the Trump administration’s financial and economic strategy
- Graph 3: perceived impact of the Trump Administration across key areas, 2025
- Consumers sentiment continues to plunge as uncertainty takes hold
- Graph 4: consumer sentiment index, 2022-25
- Target audience overview
- Consumers’ political values are varied; however, there’s an overall tendency towards conservative beliefs
- Political beliefs vary across demographic groups
- Graph 5: self-described political values, by select demos, 2025
- The gender divide among Young Conservatives is real
- Liberals are becoming more multicultural and coastal-dwelling
- Younger Conservatives are most likely to consider themselves financially healthy, while Young Liberals are most likely to rent
- Graph 6: home ownership, by political values and generation, 2025
- Graph 7: self-described financial situation, by political values and generation, 2025
- Facebook is the most universally used social media platform across Mintel’s political values segments
- Graph 8: daily social media usage, by political values and generation, 2025
- Top voting considerations during the 2024 election varied across political values segments
- Graph 9: important issues for 2024 presidential vote – high importance – by political values and generation, 2024
- Honesty, loyalty and hard work are the most universal American values
- Graph 10: personal values, by political values and generation, 2024
- Liberal-leaning consumers prioritize authenticity and altruism; conservative-leaning consumers emphasize faith and patriotism
- Consumers’ political values: in their own words
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CONSUMER INSIGHTS
- Consumer fast facts
- Current political outlook
- The general population is divided on the Trump administration’s actions thus far, and dissatisfaction grows in the wake of tariff turmoil
- Graph 11: outlook on Trump administration, by political values and generation, 2025
- The political gender divide is most pronounced among Gen Z, aligning with exit poll data
- Graph 12: outlook on Trump administration, by political values and generation, 2025
- Although outlook on the current direction of the country is divided, fears about the future of American democracy are widespread
- Graph 13: any agreement – “I’m worried about the future of American democracy,” by conservative values and generation, 2025
- Graph 14: outlook on direction of America, by conservative values and generation, 2025
- Widespread fears about the future of democracy may indicate American values are having an identity crisis
- Graph 15: agreement – “I’m worried about the future of American democracy,” by generation and gender, 2025
- Noodles & Company positions the noodle as the comforting favorite we can all agree on
- Political engagement and knowledge
- Younger consumers are more committed to their political beliefs, while older consumers are committed to their political responsibility
- Graph 16: outlook on personal political engagement, by generation, 2025
- Most consumers feel confident in their political knowledge even if that knowledge is still evolving or selective in scope
- Graph 17: attitudes towards personal political knowledge, 2025
- Fitting with their stage of life, younger generations are still learning and developing their political values
- Graph 18: attitudes towards personal political knowledge – any agree, by generation, 2025
- Most consumers feel they keep up with political events and take the time to explore varying perspectives
- Graph 19: attitudes towards keeping up with political issues and current events – any agree, by generation, 2025
- Young Conservative and Older Liberals are more likely to stay engaged in political news and happenings
- Graph 20: attitudes toward keeping up with political issues and current events – any agree, by political values and generation, 2025
- Dr. Bronner’s soaps takes on very personal, values-based socio-political causes
- Political resources and media
- Aligning with their self-assessed political engagement and confidence, 80% of consumers interact with at least one political resource weekly
- Graph 21: regular political resources and socializing – “In a typical week, I usually…” 2025
- Graph 22: regular political resources and socializing – repertoire, “In a typical week, I usually…” 2025
- Consumers who are the most politically confident and engaged, rely on three or more political resources and touch-points
- Graph 23: regular political resources and socializing – repertoire, by attitudes towards political confidence and knowledge, “In a typical week, I usually…” 2025
- Liberals are the most regularly engaged with political news and discussions – but even they need a regular break from politics
- Graph 24: regular political resources and socializing – repertoire, by political values and generation, “In a typical week, I usually…” 2025
- Younger, politically engaged consumers are particularly vulnerable to social media echo chambers
- Graph 25: regular political resources and socializing, by political values and generation – “In a typical week, I usually…” 2025
- Arby’s references Morgan Wallen’s controversial SNL exit with its own “get me to God’s country” post
- Despite the majority of consumers having a reliable political news resource, doubt and mistrust in traditional news media is widespread
- Graph 26: attitudes towards political news media – any agree, 2025
- Conservatives, both young and old, are highly critical of traditional news media
- Graph 27: attitudes towards political news media – any agree, by political values and generation, 2025
- Political values in action
- Young consumers – both conservative and liberal – are energized and prepare to advocate for their beliefs
- For the majority of consumers, living their political values involves brands in some way
- Graph 28: political values in action over the past year – “In the past year, I have…” 2025
- President Trump’s return to the White House has sparked a return to liberal-leaning brand boycotts
- Political brand boycotts are not only becoming more common, they’re becoming more impactful
- Young Conservatives are shifting towards living and shopping their political values in the way liberals traditionally have
- Graph 29: political values in action over the past year, by political values and generation – “In the past year, I have…” 2025
- Shopping ones’ political values has traditionally skewed liberal, but buying “Made in America” remains a conservative-driven priority
- Graph 30: political values in action over the past year, by political values and generation – “In the past year, I have…” 2025
- Conservative brands have the opportunity to appeal to Young Conservatives who are newly eager to shop by their political values
- Graph 31: desire for brand/company political advocacy, by political values and generation, 2025
- Graph 32: determination to advocate personal political values, by political values and generation, 2025
- In response to ongoing tariff developments, Ford emphasizes its “commitment to America”
- Political divide and personal conflict
- The political divide is growing and the country’s unifying values are dwindling
- Graph 33: attitudes toward political divide and unity, 2025
- Younger generations hold out more hope for political unity
- Graph 34: attitudes towards political divide and unity – any agree, by generation, 2025
- Rocket Mortgage appeals to the evolving American Dream of young Americans
- Political rivals are considered extreme and untrustworthy
- Political rivals: in their own words
- Younger Conservatives and Older Liberals are more critical of their political opponents
- Graph 35: outlook on political rivals and opposing parties – any agree, by political values and generation, 2025
- The closer the personal relationships, the more challenging it is to have opposing political values
- Graph 36: attitudes towards loved ones with opposing political values, 2025
- Younger consumers seem to be a product of the politically polarized environment they’ve grown up in
- Graph 37: attitudes towards loved ones with opposing political values – any agree, by generation, 2025
- Younger Conservative and Younger Liberals could ultimately exacerbate the country’s political silos; brands could help to rewrite the narrative
- Graph 38: agreement – “It would be difficult to live next door to neighbors who have opposing political beliefs,” by political values and generation, 2025
- Johnsonville offered a “Holiday Family Hang-out” game to help people avoid political discourse during holiday gatherings
- Tariffs and financial outlook
- Consumers are aware of and concerned about the Trump administration’s trade tariffs
- Graph 39: familiarity with proposed tariffs on imported goods, 2025
- Graph 40: concern about proposed tariffs on imported good, 2025
- Conservative-leaning consumers seem to be hopeful about the long-term benefits of Trump’s tariff strategy
- Graph 41: concern about proposed tariffs on imported good, by political values and generation, 2025
- Despite older generations being more concerned overall, young women are noticeably more concerned than their male counterparts
- Graph 42: concern about proposed tariffs on imported good, by generation and gender, 2025
- Burlap and Barrel spice company transparently address tariffs, pledging allegiance to consumers and independent farmers
- Despite concerns about tariffs, more than half of consumers expect to have a financially successful year
- Graph 43: agreement – “I expect my personal wealth will grow over the next four years,” 2024-25
- Graph 44: agreement – “I am likely to make a large purchase or new financial investments in the next year,” 2024-25
- “Made in America” products will appeal to Younger Conservatives, in particular, as consumers navigate the fallout of tariffs
- Graph 45: attitudes towards domestic products amidst tariff uncertainty – any agree, by political values and generation, 2025
- American Giant finds values-based marketing opportunity in tariff scuffle
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INNOVATION AND MARKETING STRATEGIES
- Marketing and launch activations
- Yuengling markets itself as the oldest brewery in the US, appealing to the values of tradition and patriotism
- Wrangler appeals to Americans’ go-getter mentality while acknowledging local, neighborhood businesses
- Lush stands by its political values and its support of trans rights
- Costco sees increased foot traffic after reaffirming its commitments to diversity, equity and inclusion
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms
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