Politics of Consumer Targeting: Brands in a Divided Country
A WE Communications Whitepaper
In the aftermath of the 2016 election, brands operating in the United States found themselves facing a powerful array of disruptive forces. Not only is everything political, but the American public is increasingly polarized.
Many consumers are looking to brands to provide stability in these uncertain times. This may mean taking a stand on important issues, and it may also mean being an unchanging rock in the chaotic sea of American discourse. But how do brands decide? And how do they take a stand when it runs the risk of alienating parts of their audience, or even sparking a backlash?
Targeting Strategy: Core Values
This whitepaper explores one potential strategy: analyzing and segmenting audiences by core values. Sitting alongside traditional demographics and ethically implemented psychographics, a values lens may provide a new dimension for segmenting audiences and messaging.
What You'll Learn
- What WE’s Brands in Motion study has to say about brands taking a stand and providing stability
- How psychographic targeting and filter bubbles have further polarized American audiences
- How values can provide insights that demographics and psychographics cannot
- Examples of how brands have used values in their messaging to speak to audiences across the political spectrum
Ready for your brand to take a stand? Read our whitepaper today and contact us.
