American Values Consumer Report 2023

Overview

• What you need to know
• This Report looks at the following areas
• Market context

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

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

The Consumer – Fast Facts

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

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

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

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

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

Appendix – Data Sources and Abbreviations

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