Our research shows that time and again, consumers will express pessimism and frustration about the state of broader society, while espousing hope for their personal lives. It would seem that consumers don’t see much to be positive about at the societal level these days, so instead they are looking closer to home and within themselves for optimism.
This means brands with values, identity and voice rooted in optimism should focus that positive messaging and imagery on a smaller circle of influence surrounding consumers, e.g., their home, their close community, their family and themselves.
Social stuff: ‘Maybe this is the most important result: since 1976 there has not been much divergence between liberal and conservative attitudes toward civil liberties or law enforcement. The divergence on government spending is noticeable but not enormous (see p.39). the divergence on “Marriage, Sex, Abortion” is quite large. In another words, the true polarization is happening across gender issues, as I’ve argued numerous times in the past.’
Original source: The still-coherent culture that is the United States