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Insight of the Day: The ‘Liberal Gap’ Opening up Between U.S. Men And Women

Findings:

  • Gender is now a more reliable predictor of political leanings in the U.S. than age.

  • 25% of both 18-29-year-old men and women over 65 identify as liberal or very liberal.

  • Liberalism has significantly increased among women, particularly in younger and middle-aged groups, since 2013.

  • Liberal sentiment among men has seen minimal change over the years.

Key Takeaway:

  • There is a growing 'liberal gap' between U.S. men and women, with women increasingly identifying as liberal while men’s political leanings remain relatively stable.

Trend:

  • Women, especially those aged 30-49, have seen a peak in liberal identification around 2018, influenced by social movements like #MeToo and political events like Donald Trump's presidency.

  • Men's liberal identification has only marginally increased, suggesting a potential backlash against feminist progress.

Consumers (Product/Service Target Group):

  • Products or services targeting liberals should primarily focus on women aged 18-49, given their higher likelihood of identifying as liberal.

  • Younger women (18-29) and middle-aged women (30-49) are key demographics.

Conclusions:

  • Political leanings in the U.S. are increasingly influenced by gender rather than age.

  • Social and political events have a strong impact on the political identities of women.

Implications for Brands:

  • Brands targeting liberal consumers should tailor their messaging and products to appeal to women, especially those in the 18-49 age range.

  • Marketing strategies should consider the values and interests of this demographic, emphasizing progressive and feminist ideals.

Implications for Society:

  • The widening 'liberal gap' may lead to increased polarization based on gender.

  • Understanding these shifts can help address the differing needs and perspectives of men and women in political discourse and policy-making.

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