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American Values - US - February 2020
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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American Values - US - February 2020
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Target Audience – What You Need to Know
Target Audience: The Conscious Consumer

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American Values - US - February 2020
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Personal Values versus Perceived Values
Issues Impacting American Values
The Role of Brands

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American Values - US - February 2020
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Mintel Trend Drivers: What You Need to Know
What’s Happening Now: Consumer Rights
What’s Happening Next: Consumer Rights

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American Values - US - February 2020
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
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What you need to know

This Report assesses the division between consumers’ personal values and their perceived “American values” as well as explores their reaction to social issues currently impacting the country overall. It evaluates how consumers personally support social issues they’re passionate about and what issues they look to governmental organizations or private companies to address.

Definitions

For the purposes of this Report, Mintel has used the following definitions:

  • Conscious Consumers are defined as adults aged 18+ who have participated in at least three of the following actions to personally show support for social causes they are passionate about: voted in local elections, donated money, signed a petition, followed/shared content on social media, volunteered time, bought brands that support the cause, boycotted brands that oppose the cause or contacted government officials to solicit change.

  • Passive Consumers are defined as adults aged 18+ who have participated in two or fewer of these actions to personally show support for a social cause they are passionate about.

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