Defining and aligning with their ideological “tribes” is a growing priority for Americans – and this polarization is driving more and more brand relationships. In this episode, we take a look at how consumers’ ideologies affect their choices in brands -- and their opinions about each other. Tune in to hear how Americans are most polarized, how we align – and, ultimately, the role of brands in customers’ beliefs and decisions.

Guests: Rachel Bonsignore, VP, and consultant, GfK Consumer Life

Resources: 

• Whitepaper: Divided we stand: Decoding the citizen shopper

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead