Mintel’s A Divided America 2023 examines consumers’ outlook on the US political landscape, consumers’ political engagement, and expectations for brands and potential opportunities during the 2024 election year.
A Divided America – Overview
Since 2016, political division in the US has been widening with little sign of improving. More than half of consumers today describe the country as “very divided,” and point to a number of reasons behind the divide. In addition to conflicting political beliefs, Americans believe social values, economic disparity and racial tensions all contribute to the country’s division.
A Divided America – What does this mean for brands?
Brand soapboxing is becoming more expected
Over half of US consumers expect more brands to speak out on election issues in 2024, indicating – whether Americans like it or not – brands’ participation in politics is becoming less taboo.
Brands could become a unifying force
Half of consumers believe that brands can help unify the American people; however, generation, ethnicity and political profile all influence consumers’ faith in brands, emphasizing the need for brands to understand their core audiences.
Purchase the full report to learn more about consumers’ changing behavior and expectations in A Divided America, and discover how your brand can engage with consumers.
Expert Analysis from a Culture and Identity Specialist
This report, written by Lisa Dubina, a leading culture and identity analyst, delivers in-depth commentary and analysis on consumers in a divided America.
Americans are concerned about the country’s continued political divide and are grappling with stress over the upcoming 2024 Presidential election.
Lisa Dubina
Senior Culture and Identity Analyst
