It’s not just political: The cross-currents buffeting US consumers

While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.

This article is part of the January 2021 Spotlight US series, “Marketing in a polarized nation.” Read more

Despite turning the page on a new year, COVID-19 vaccines being rolled out, and a new president, the US is more polarized than ever. Brands and business leaders will have to reckon with this rocky landscape as they come to grips with their evolved role in society, and embark on new marketing throughout the new year. Survey research which Morning Consult began repeating on a bi-weekly basis last year, reveals a number of cross-currents beyond political affiliation, also taking into account...

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