Ideologies, brands & Americans: How polarization is shaking up the consumer landscape

with Rachel Bonsignore

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.   

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This episode features

Rachel Bonsignore

Rachel Bonsignore
Vice President, GfK Consumer Life

At GfK, Rachel provides clients with actionable and future-focused insights on the consumer landscape across a wide variety of industries, from CPG and food to entertainment and retail.  She frequently speaks publicly on emerging consumer trends, most recently at the National Retail Federation’s 2020 Big Show and 2019 NXT digital conference.

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Whitepaper: Divided we stand: Decoding the citizen shopper

The past year of social, economic and personal upheaval has amplified the voice of the consumer and heightened their influence on how businesses operate, communicate on topical issues, and align their products and services to appeal to consumer values. At the same time, the conversation around values and how they translate into consumer choice has become increasingly fragmented and complex

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This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.