Photo by Luca Bravo on Unsplash

Part of the national narrative following a second attempt on former President Donald Trump's life has focused on the political divisions in the US, and rhetoric that people on both sides of the aisle now say needs to be "toned down."

However, while the media portrays unrest in the US political ecosystem as a reflection of voter sentiments at large, new polling from Alter Agents, a market research consultancy, shows Americans are not nearly as divided as suggested.

Specifically, Americans are mostly on the same page on economic and social issues -- like inflation, and while trust in businesses and government erodes, most US consumers are hopeful for the future. 

What Market Research Can Tell Us About America's Consumers (and Voters)

The week started with a lot of finger-pointing from lawmakers and pundits on both sides of the political aisle who are trying to own the narrative of who is to blame for the nation's hostile, chaotic, and hype-polarizing political ecosystem. 

Republican Vice-Presidential nominee JD Vance, for example, said "it’s time to say to Democrats, to the media, to everybody that has been attacking [Trump ...] cut it out or you’re going to get somebody killed."

Vance has pointed to Democrats calling Trump a "threat to democracy" and a "fascist." It has been pointed out that these are things Trump has also repeatedly said about Vice President Kamala Harris. 

Democrats and members of the press also point to Trump and Vance's accusations that Haitians in Springfield, Ohio, were kidnapping and eating pets, which Governor Mike DeWine said was followed by at least 33 bomb threats.

The rhetoric is getting out of hand as both sides contend in a zero-sum contest of infinite stakes. But while some believe this speaks to how extreme the divide is between Americans -- research shows it is mostly a divide between the parties.

Alter Agents' poll is one of many that has released over the last few years that highlight how much US voters have in common, but this poll looks at it through the lens of how consumer attitudes affect brands. 

The poll found that 78% of respondents say inflation has made it harder for them to afford essentials, and 81% say their purchase habits have changed because of inflation -- something that is likely to influence how many vote in November.

Meanwhile, most voters have a broad distrust in institutions, including government (62%), while 64% say companies only care about their bottom line and only 17% say they fully trust the news sources they use.

It goes even further: 76% of respondents believe those in power only care about themselves and 59% believe the democratic system in the US is not working, while 73% believe significant systemic reform is needed to the political system.

“Our data shows that consumers aren’t happy right now, and are feeling worried, fearful and distrustful, no matter their demographics,” said Alter Agents CEO Rebecca Brooks.

However, while voters are worried about the "now," they remain optimistic about the future. 67% of respondents believe the future will be better -- something Brooks believes gives brands an opportunity to regain consumer trust.

"This environment provides a unique moment for brands to help ease these anxieties by offering real value and showing they care about people over profits," she said.

"Americans are seeking more than just price discounts; they’re looking for authenticity, trust, and shared moments of positivity.” But consumer insights can also instruct political campaigns as well.

Both Brands and Campaigns Should Learn from Consumer Attitudes

Three-quarters of respondents said significant system reform is needed to US politics. Is it any surprise why local and state-based election reform efforts have seen tremendous growth over the last decade?

And the message many of these campaigns have adopted focus on populist attitudes about government -- i.e. there is a reason voters think candidates are self-serving and elections aren't working for the people.

Because they aren't -- but it doesn't have to be that way. Reform campaigns over the years have seen the most success when they speak to voter pessimism of the present and people's hope for the future.

It tells voters not only do reformers hear them, but they also understand them, and they want to make things better for them. Researchers that looked at Alaska's new election model came to a similar conclusion.

Particularly on the subject of populist attitudes. 

Campaigns can and should learn from consumer attitudes because just as it sways purchasing behavior, it also sways voting behavior -- whether it is on matters of reform or who the next President of the United States will be.