The unprecedentedly polarized political and cultural spectrum that dominates America right now extends to consumer attitudes and behaviors as well.
Traditional demographic-based frameworks that marketers use to compare and contrast consumers, such as generations, may be masking cultural divisions. Especially in the country’s current charged cultural climate, marketers must recognize and understand these differences.
Although it may seem a break from more conventional ways of segmenting customers, extraordinary times can call for extraordinary measures. Marketers should dive deep into the divide and consider their consumers’ sociopolitical mindsets as well as their demographic background.
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