How to Engage Women across the Political Spectrum
We’re halfway into an election year, and the polarized political landscape is affecting every aspect of Americans’ lives, including their buying habits. To help you gain additional trust and secure Relevance, our research can help you understand how Women’s political beliefs, values, and identities shape their choices and decisions.
In our latest research, we offer two complementary paths that can help brands understand how to connect with Women across the political spectrum: one path is to appeal to their unique and shared Cultural Traits, the other—engage in the social issues that matter to them the most.
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The Big Picture:
Brands can safely engage Women on social issues.
Polarization is real, but Liberal and Conservative women share ample common ground on several key sociopolitical issues. Our research shows that brands that are fully committed to their stance can even champion more polarizing issues and still earn consumer love.
Values are an effective guide for navigating polarization.
Grounding in shared Cultural Traits is an easy way to connect with women across political views. But even playing to Liberal or Conservative Women’s unique values will signal alignment without taking an explicit, potentially divisive stance.
Key Insight #1: Political views impact more than just voting decisions.
In the current contentious climate, ideology plays an ever-growing role in consumers’ attitudes and choices. But party affiliation still trails the importance of other identity traits like personality, age, or role in the family for Women.
Do This: Engage in social issues.
- Women of all political creeds agree that brands cannot exist in a vacuum but should instead use their platforms to make a difference in society.
- Speak to Women as the nuanced people they are. Lead with the nonpolitical but recognize that their identities and values are evolving.
Interested in more? Contact us for additional studies on how to connect with today’s consumers, and to learn how to make your brand a winner with high-growth segments.