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US American Values Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the American Values - US market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This Report identifies a segment of the US population referred to as Conscious Consumers, which would make an ideal target for brands with a values-based positioning. Conscious Consumers are defined as adults aged 18+ who have participated in at least three of the following actions to personally show support for social causes they are passionate about: voted in local elections, donated money, signed a petition, followed/shared content on social media, volunteered time, bought brands that support the cause, boycotted brands that oppose the cause or contacted government officials to solicit change.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.

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Expert analysis from a specialist in the field

Written by Lisa Dubina, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

This report assesses the division between consumers’ personal values and their perceived “American values” as well as explores their reaction to social issues currently impacting the country overall. It evaluates how consumers personally support social issues they’re passionate about and what issues they look to governmental organizations or private companies to address Lisa Dubina
Lifestyles Analyst


What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • Target Audience
          • Top takeaways
            • Engaging the Conscious Consumer
              • Figure 1: Repertoire analysis – Conscious Consumer segment, November 2019
              • Figure 2: Conscious Consumer segment, by desired brand involvement, November, 2019
            • The divide in American values
              • Figure 3: Top individual values vs top perceived American values, November 2019
            • The role brands can play
              • Figure 4: Conscious Consumer group, by responsibility, November 2019
            • The opportunities
              • Internal inclusivity
                • External inclusivity
                • Target Audience – What You Need to Know

                  • Conscious Consumers shop their values
                    • Appealing to Conscious Consumers
                    • Target Audience: The Conscious Consumer

                      • Marketers can target “Conscious Consumers” based on “cause” participation
                          • Figure 5: Repertoire analysis – Conscious Consumer segment, November, 2019
                          • Figure 6: Conscious Consumer segment, by personal support, November 2019
                        • Identifying Conscious Consumers
                            • Figure 7: Conscious Consumer segment, by generation, by household income, by political affiliation, November 2019
                          • Conscious Consumers’ expectations for brands
                            • Figure 8: Conscious Consumer segment, by desired brand involvement, November, 2019
                          • Brand Spotlight: Hallmark Channel
                            • Figure 9: Hallmark Channel head stepping down following misstep with Zola same-sex ad, January 2020
                        • The Consumer – What You Need to Know

                          • Consumers’ personal values differ from perceived “American values”
                            • America is ideologically divided, but Conscious Consumers are pushing for expanded inclusivity
                              • Brands have less responsibility than the government, but more than consumers
                              • Personal Values versus Perceived Values

                                • Proud to be an American?
                                  • Figure 10: Top individual values vs top perceived American values, November 2019
                                • Through their eyes: What do American values look like?
                                  • Figure 11: Images that represent the best of America, March 2019
                                • Conscious Consumers have more faith in their personal altruism and in that of other Americans
                                  • Figure 12: Conscious Consumer group, by value of giving back, November 2019
                                • “I cannot tell a lie”. . . but others do
                                  • In their own words: Personal values
                                      • Figure 13: Individual values vs perceived American values, by generation, by race and Hispanic origin , November 2019
                                    • Brand Spotlight: SKIMS Solutionwear
                                      • Figure 14: Original Kimono brand announcement, June 25, 2019
                                      • Figure 15: Official response to controversy, July 1, 2019
                                    • Being my authentic self
                                      • Figure 16: Individual values vs perceived American values, by generation, by race and Hispanic origin, November 2019
                                    • Brand Spotlight: American Eagle Outfitters
                                      • Figure 17: #AerieReal | Real Change, January 2020
                                  • Issues Impacting American Values

                                    • A glimmer of hope in the American Dream
                                      • Figure 18: Future outlook, November 2019
                                    • Minimal middle ground for Americans
                                      • Figure 19: Future outlook, November 2019
                                    • Social media backlash
                                      • Figure 20: Impact on society, by Conscious Consumer, by generation, by race and Hispanic origin, November 2019
                                    • Mental health advancement is common ground
                                      • Figure 21: Impact on society, by political affiliation, by Conscious Consumers, November 2019
                                    • Reproductive healthcare: Politically divisive but expected by workforce
                                      • Figure 22: Impact on society, by political affiliation, by Conscious Consumer, November 2019
                                    • The #MeToo movement lacks male support
                                      • Figure 23: Impact on society, by Conscious Consumer, by gender, November 2019
                                    • Gender fluidity is currently polarizing, but slated to become more accepted
                                      • Figure 24: Impact on society, by Conscious Consumer, by generation, November 2019
                                    • Brand Spotlight: Lyft
                                      • Figure 25: Your pronoun; Your choice, May 2019
                                  • The Role of Brands

                                    • Consumers hold the government most responsible and also look to brands to intervene
                                      • Figure 26: Correspondence analysis – symmetrical map – responsibility, December 2019
                                      • Figure 27: Responsibility, November 2019
                                    • Brand Spotlight: Nike
                                      • Figure 28: What Nike told me when I wanted to have a baby | The New York Times Opinion
                                    • Brand Question: To take a stance or not?
                                      • Figure 29: Future outlook, by generation, November 2019
                                    • In their own words: Brands and values
                                        • Figure 30: Consumer perception of brands with good values, November 2019
                                      • The issues where consumers feel brands have a responsibility to act
                                        • Figure 31: Conscious Consumer group, by responsibility, November 2019
                                      • Brand Spotlight: Ben & Jerry’s
                                        • Figure 32: Take action on climate today | March 2019
                                      • In their own words: Values and brand affinity
                                      • Mintel Trend Drivers: What You Need to Know

                                        • Supporting consumers’ Rights
                                          • The future of personal privacy and rights
                                          • What’s Happening Now: Consumer Rights

                                              • Championing trailblazers
                                                • Figure 33: #Makespaceforwomen, January 2020
                                              • Expanding self-expression
                                                  • Figure 34: More than just makeup, August 2019
                                                • Promising protection
                                                  • Figure 35: Ensuring confidentiality, January 2020
                                              • What’s Happening Next: Consumer Rights

                                                  • Heightened consumer expectations drive the evolution of data security
                                                    • Brands become more entrenched in social issues
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • Direct marketing creative
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms

                                                                  About the report

                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                  • The Consumer

                                                                    What They Want. Why They Want It.

                                                                  • The Competitors

                                                                    Who’s Winning. How To Stay Ahead.

                                                                  • The Market

                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                  • The Innovations

                                                                    New Ideas. New Products. New Potential.

                                                                  • The Opportunities

                                                                    Where The White Space Is. How To Make It Yours.

                                                                  • The Trends

                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.