Table of Contents
Executive Summary
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- Target audience overview
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- Figure 1: Political affiliation & ideology, February 2020
- Top takeaways
- Impact of COVID-19 on American political outlook and beliefs
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- Figure 2: Short, medium and longer term impact of COVID-19 on the political environment, May 2020
- The short term: Lockdown debates
- The medium term: Voting amid a pandemic
- The longer term: Potentially deteriorating relationships, internal and external
- The current political environment
- The political landscape is run by those with the strongest party affiliations and most steadfast beliefs
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- Figure 3: Types of political engagement, February 2020
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- Figure 4: Count of political actions, by political affiliation & ideology, February 2020
- The changes Americans desire in politics reveal their lack of trust in government
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- Figure 5: Changes to the political system, February 2020
- The majority of voters are determined, decided, and stressed
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- Figure 6: Likelihood to vote 2020 & 2016 voting status – by generation, February 2020
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- Figure 7: 2020 election stress – by political affiliation & ideology, February 2020
- What it means
The Impact of COVID-19 on American Political Beliefs
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- Figure 8: Short, medium and longer term impact of COVID-19 on the political environment, May 2020
- Political beliefs are a key aspect of consumer Identity
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- Figure 9: Dating deal breakers
- Opportunities and Threats
- Threats
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- Figure 10: Concerns of COVID-19 exposure – by political affiliation, March 2020
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- Figure 11: Concerns of COVID-19 affecting lifestyle – by political affiliation, March 2020
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- Figure 12: Lockdown protesters face off with healthcare workers, April 2020
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- Figure 13: 2020 election stress – by political affiliation & ideology, February 2020
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- Figure 14: Supporting a “fair, safe, and secure election for everyone”
- Opportunities
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- Figure 15: Elon Musk announces reopening of all Tesla factories
- Figure 16: Chicago bakery stands by its beliefs despite city consent
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- Figure 17: Ways to get the news – select items, by political ideology, May 2019
- How a COVID-19 recession will reshape the political landscape
- A renewed focus on employment
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- Figure 18: Unemployment and underemployment, January 2007-April 2020
- The rise of the essential worker
- A big emphasis on small business
- COVID-19: US context
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Target Audience – What You Need to Know
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- Political affiliation informs political knowledge and engagement
- COVID-19 is intensifying the America’s political divide
- Americans’ perceptions of the political system vary
Political Party Affiliation
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- The melding of political party and political ideology
- Definitions
- Though Conservative Republican is the most common sub-segment, more Americans lean Democratic overall
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- Figure 19: Political affiliation & ideology, February 2020
- The impact of demographics on political beliefs remains clear
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- Figure 20: Gender & Generation – by political affiliation & ideology, February 2020
- Asian Americans and other racial minority groups skew Independent
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- Figure 21: Ethnicity & Hispanic origin – by political affiliation, February 2020
- Perceived political knowledge aligns with political affiliation
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- Figure 22: Political knowledge, by political affiliation & ideology, February 2020
- Americans overall lack strong political engagement
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- Figure 23: Types of political engagement, February 2020
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- Figure 24: Count of political actions, by political affiliation & ideology, February 2020
- In their own words: Perceptions of political parties
- The fundamental divide between political parties continues to grow
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- Figure 25: Americans’ perceptions of Republicans | qualitative collage
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- Figure 26: Americans’ perceptions of Democrats | qualitative collage
Political Beliefs & Attitudes
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- Segmenting Americans by outlook on political system
- Factors
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- Figure 27: Cluster segmentation – political outlook, February 2020
- Segments
- Anti-Party Bipartisans (24%)
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- Figure 28: Political outlook segmentation – Anti-Party Bipartisans, by demographics & political affiliation, February 2020
- Engaged Optimists (21%)
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- Figure 29: Political outlook segmentation – Engaged Optimists, by demographics & political affiliation, February 2020
- Devoted Party Followers (18%)
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- Figure 30: Political outlook segmentation – Devoted Party Followers, by demographics & political affiliation, February 2020
- Silent Cynics (17%)
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- Figure 31: Political outlook segmentation – Silent Cynics, by demographics & political affiliation, February 2020
- Anti-System Bipartisans (20%)
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- Figure 32: Political outlook segmentation – Anti-System Bipartisans, by demographics & political affiliation, February 2020
- Devoted Party Followers are the most politically engaged
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- Figure 33: Cluster segmentation – by political engagement, February 2020
- Engaged Optimists and Devoted Party Followers are more confident in their political knowledge
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- Figure 34: Cluster segmentation – by political knowledge, February 2020
The Consumer – What You Need to Know
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- Americans believe their own political beliefs to be widespread, and view opponents as uninformed
- Americans feel the political system needs to be updated
- Election-anxious Americans are determined to vote in 2020
- Due to COVID-19, financial wellbeing will be key in 2020 election
Outlook on American Politics
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- Half of Americans feel their political beliefs are universal
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- Figure 35: Sharing political beliefs, February 2020
- Those in positions of power are more likely to consider their beliefs mainstream
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- Figure 36: Sharing political beliefs – by gender, by financial standing, February 2020
- Despite the majority of Americans desiring more bipartisanship, many look negatively on their political opponents
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- Figure 37: Desire for partisanship, February 2020
- Across political affiliations, political opponents are considered extreme and ignorant
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- Figure 38: Perceptions of opposing parties – by political affiliation, February 2020
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- Figure 39: Perceived ignorance of opposing parties – by education, February 2020
- Americans with more political knowledge have more trust in political coverage on social media
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- Figure 40: Political coverage on social media – by education, by political knowledge, February 2020
- However, those with more political knowledge are also more likely to fact-check
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- Figure 41: Political fact-checking – by education, by political knowledge, February 2020
Improving the American Political System
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- Nearly all Americans feel the political system can be improved
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- Figure 42: Changes to the political system, February 2020
- Desire for Congressional term limits demonstrates the lack of trust in elected officials
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- Figure 43: Changes to the political system – by political affiliation, February 2020
- Americans and the distinction of bias versus inaccuracy
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- Figure 44: Changes to the political system – by political affiliation, February 2020
- Liberal Democrats and Black Americans are strong advocates for changing the Electoral College system
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- Figure 45: Changes to the political system – by political affiliation & ideology, February 2020
Outlook on Voting
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- More adults plan to vote in 2020 compared to 2016 voter turnout
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- Figure 46: Likelihood to vote 2020 & 2016 voting status – by generation, February 2020
- Engaged Optimists in particular show renewed motivation to vote in 2020
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- Figure 47: Likelihood to vote 2020 & 2016 voting status – by cluster segmentation, February 2020
- The impact of COVID-19 on voting in 2020
- Nearly seven in 10 Americans have already decided how they will vote
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- Figure 48: 2020 voting decision – by race and Hispanic origin, February 2020
- About half of Americans are stressed about the outcome of the 2020 election
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- Figure 49: 2020 election stress – by race and Hispanic origin, February 2020
- Political affiliation and ideology impact election stress
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- Figure 50: 2020 election stress – by political affiliation & ideology, February 2020
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- Figure 51: 2020 election stress – by cluster segmentation, February 2020
- Younger Americans, in particular, question the impact of their vote
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- Figure 52: Perceived voter impact – by generation, February 2020
- Conservative Republicans are most confident in the impact of their vote
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- Figure 53: Perceived voter impact – by political affiliation & ideology, February 2020
Americans’ Key Issues of Concern for 2020 Election
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- Key issues have personal impact on voters
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- Figure 54: Election influences, February 2020
- Figure 55: Election influences – by cluster segmentation, February 2020
- Even prior to COVID-19, only three in 10 Americans were satisfied with their personal finances
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- Figure 56: Satisfaction since 2016 election – by political affiliation, February 2020
- Concerns surrounding employment opportunities are posed to escalate
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- Figure 57: Satisfaction since 2016 election – by political affiliation, February 2020
- Among Liberal Democrats, climate change is the most common concern
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- Figure 58: Election influences – by political affiliation, February 2020
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- Figure 59: Election influences – by cluster segmentation, February 2020
- Generation X voters are also less influenced by climate change
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- Figure 60: Election influences – by generation, February 2020
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- Figure 61: Generation Karen
- Role of impeachment on voters
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- Figure 62: Election influences – by generation, February 2020
Mintel Trend Drivers: Rights and Surroundings
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- What’s Happening Now: Surroundings
- Consumers view brands through a political lens – whether brands like it or not
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- Figure 63: Wayfair walkout demonstrates rising employee expectations for companies, June 2019
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- Figure 64: Equinox’s response to political fundraiser controversy, August 2019
- What’s Happening Next: Rights
- A focus on consumer rights and protections post COVID-19
- Companies will be in the spotlight in 2020
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- Figure 65: Donald Trump Tweet, June 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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