As an insights agency, we regularly talk with people across the US to help uncover and develop magnetic ideas that will connect with Americans and help drive growth for our clients. What is evident in these conversations – and is widely documented in the media – is that this is a nation divided, with Americans of all backgrounds being forced to consider their values, their identity and what it means to be ‘an American.’
In 2021, we initiated our own study to better understand this shifting cultural landscape, increasingly cognizant of the challenges marketers face in navigating these differences and...