Description

This report examines the US consumer perspective on American values. Below, we’ve provided the key topics covered and handpicked insights from the report.

Key Topics Covered

  • Consumer rating of America’s moral health as well as their comparison to the country’s past values and anticipated future change.
  • A review of the country’s most important national values and consumer outlook on which American groups and institutions authentically demonstrate these values.
  • Attitudes toward American pride.
  • Consumers’ outlook on the country’s future and the issues currently needing the most attention.

American Consumer Values Overview

A third of consumers feel that the US as a country is immoral rather than moral, and over half feel that American values have declined over the past 20 years. However, younger generations are more optimistic about the country’s future.

American pride is still strong, with many people citing the country’s hard work ethic and entrepreneurial spirit as sources of pride. Overall, consumers agree that there are many areas that need improvement, including the inflationary economy and issues surrounding gun violence.

Bridging the Demographic Gap in American Values

US consumers’ outlook on American values and patriotism varies based on their generational cohort. While older generations prioritize more traditional American values such as patriotism and religious faith, younger consumers are more likely to support contemporary values like equity and inclusion.

Brands looking to target a mass audience must be prepared to bridge the gap between these different cohorts by appealing to universal American values. For a complete view of the American values landscape, buy the full report. You may also want to browse our library of culture and identity research.

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Expert Analysis

Leading culture and identity analyst Lisa Dubina delivers expert insight with this report.

As the country continues to recover from several years of unprecedented turmoil, Americans’ outlook on the country remains fairly bleak. Many question the moral health of the country and anticipate American values will worsen in next 20 years. Despite a growing generational divide in Americans’ sense of patriotism and national pride, the values of hard work and self-made success continue to resonate across demographics.

Lisa Dubina, Associate Director, Culture and Identity

 

Lisa Dubina
Associate Director, Culture and Identity

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Market context
  2. Executive Summary

    • Top Takeaways
    • Consumer trends
    • Four in 10 Americans consider the country to be moral, but a third considers it to be immoral
      • Figure 1: American population’s morality, 2023
      • Figure 2: American population’s morality, by generations, by parental status, 2023
      • Figure 3: American morality: 2003 vs today and today vs 2043, by generation, 2023
    • Despite certain generational differences, hard work and self-reliance remain important American values
      • Figure 4: Most important American values, 2023
    • Older generations prioritize patriotism and religious faith while younger consumers highlight equity and inclusion
      • Figure 5: Most important American values: select responses, by generation, 2023
      • Figure 6: Most important American values: select responses, by generation, 2023
    • The concept of American pride has also evolved across generations
      • Figure 7: American pride, by generation, 2023
    • American-made businesses and technological innovations are a widespread source of pride
      • Figure 8: Sources of American pride, 2023
    • Opportunities and Competitive strategies
    • Appeal to a cross-generational audience by invoking the American values of hard-work and self-made entrepreneurship
    • Brands targeting young consumers should celebrate the country’s art, culture and growing diversity
  3. Target Audience by the Numbers

    • Nearly half of consumers are Idealistic Moderates
      • Figure 9: Attitudes toward American Values, cluster segmentation, 2023
    • Factors
    • Segments
    • Pessimistic Traditionalists (34%)
      • Figure 10: Attitudes toward American Values: Pessimistic Traditionalists, 2023
    • Idealistic Moderates (48%)
      • Figure 11: Attitudes toward American Values: Idealistic Moderates, 2023
    • Critical Progressives (18%)
      • Figure 12: Attitudes toward American Values: Critical Progressives, 2023
  4. The Consumer – Fast Facts

  5. Moral Health of America

    • Four in 10 Americans consider the country to be moral, but a third considers it to be immoral
      • Figure 13: American population’s morality, 2023
    • Idealistic Moderates have the most optimistic outlooks on the US population
      • Figure 14: American population’s morality, by American Values segments, 2023
    • Millennial adults and parents have a brighter outlook on the country
      • Figure 15: American population’s morality, by generations, by parental status, 2023
    • The majority of consumers feel American morals are worse today than 20 years ago, and nearly half expect them to continue to decline
      • Figure 16: American morality: 2003 vs today and today vs 2043, by American Values segments, 2023
    • Younger generations hold more hope for the future of American values
      • Figure 17: American morality: 2003 vs today and today vs 2043, by generations, 2023
    • Consumers expect American values to evolve throughout history
      • Figure 18: Progression of American Values, by American Values segments, 2023
    • Younger generations hold more hope that future generations will improve the country overall
      • Figure 19: Generational impact on American Values, by American Values segments, 2023
      • Figure 20: Generational impact on American Values, by American Values segments, 2023
  6. Top American Values

    • Consumers are most likely to view hard work, self-reliance and independence as important American values
      • Figure 21: Most important American values, 2023
    • The importance of patriotism and religious faith declines with each generation
      • Figure 22: Most important American values: select responses, by generation, 2023
    • Young, progressive consumers are less likely to consider respect of authority to be an important American value
      • Figure 23: Most important American values: select responses, by generation, and by American Values segments, 2023
    • Importance of equity and inclusion grows with each generation
      • Figure 24: Most important American values: select responses, by American Values segments, 2023
    • Consumers are divided on whether the federal government authentically represents American values
      • Figure 25: Authentically demonstrating American Values, 2023
      • Figure 26: Authentically demonstrating American Values – federal government, by generation, 2023
    • Millennials are the most confident in American brands’ values
      • Figure 27: Authentically demonstrating American Values – American brands, by generation, 2023
    • Americans are in agreement that the country has a lot to work on and improve
      • Figure 28: Improvements needed, by American Values segments, and by generation, 2023
    • Brand spotlight: Chrysler re-energizes an American industry by appealing to American values
      • Figure 29: Chrysler’s iconic “Imported from Detroit” Super Bowl commercial, 2023
  7. Outlook on American Pride

    • Similar to patriotism, American pride diminishes with each generation
      • Figure 30: American pride, by generation, 2023
    • American businesses and technologies are the most common sources of American pride
      • Figure 31: Sources of American pride, 2023
    • The country’s national parks could be a uniting source of American pride across segments
      • Figure 32: Sources of American pride, by American Values segments, 2023
    • Younger generations are more likely to find pride in the country’s growing diversity as well as its arts and culture
      • Figure 33: Sources of American pride, by generations, 2023
  8. Future Outlook

    • More than half of consumers feel the country needs to focus on controlling the economy and minimizing gun violence
      • Figure 34: Top social and political issues, 2023
    • Younger generations are more focused on social issues such as climate change and social justice
      • Figure 35: Top social and political issues [Any rank], by generation, 2023
  9. Competitive Strategies and Market Opportunities

    • Levi’s: Celebrating the global influence of 150-year-old American brand
      • Figure 36: Levi’s “The Greatest Story Ever Worn,” 2023
    • Modelo: The Mexican lager that appealed to American values
      • Figure 37: Modelo’s “Mark of a Fighter,” 2023
    • Inspiration from outside the US
    • Ron Medellín pays tribute to the city of Medellín
      • Figure 38: Ron Medellín – How it started vs how it’s going, 2023
    • Hyundai celebrates 50 years of diplomatic ties between Korea and Indonesia
  10. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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