In our current era, marketing is political. Reaching consumers is not simply about product, price, and promotion - especially as the pandemic has turned life on its head.

American consumers are changing. We asked U.S. residents about identity and culture, media and trust. Read the headlines brands need to know, in this report.

What are the problems consumers see with advertising today? What are the blind spots in our common knowledge on consumer needs? And what can brands do to really make a difference?

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Revisiting the American dream

Explore what the concept means in today's society, with our scrutiny of the aspirations of Americans.

The age of activism

Brands can take their place among the cultural landscape - but only if they listen to the needs of consumers.

Media, messaging, and trust

With chasms of difference in the perception of brands and the media, find out what needs to be done to redress the balance.

What's in the report?

Discover the latest insight into American consumers' needs, in our cultural analysis.

We explore perceptions and attitudes across multiple demographics, answering such questions as:

  • How is the consumer-brand relationship changing?
  • How do views differ across ethnicity and other demographics - and what do you need to know?
  • What are the new trends in the American family?
  • What are the main aspirations of U.S. consumers today? 


Download now

Download now