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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