The First Book to Reveal Why Liberals and Conservatives Buy What They Buy
Red & Blue Customers provides a detailed analysis of liberal and conservative markets with clear strategies for growth.
Praise for Red & Blue Customers
"“Red & Blue Customers goes beyond politics to highlight the underlying values of distinctly powerful customer segments. With troves of tangible insights, this book can be used by go-to-market professionals in any industry to capture buyer engagement, win trust, and ultimately drive growth."
Justin Gray
Managing Partner
In Revenue Capital
“Chris’s writing and research have changed the way I think about myself and my customers. It is essential reading for any business leader selling into a diverse marketplace.”
Peter Koshland
CEO
Koshland Pharm
"Chris Peterson’s Red & Blue Customers offers an insightful exploration of how personal values shape market behavior in today’s polarized world. Essential reading for those who want to stay ahead in the evolving market landscape."
Vincent Serpico
CEO
Founders Workshop
"If you want to understand what drives customer behavior, you need to know their worldview. That's what this book is about."
Marilyn Davis
Managing Partner
Rain the Growth Agency
What's it About
Conservative and liberal customers have diverged with the brands they trust and the products they buy - yet few businesses consider this distinction as market insight. The result is lost opportunity and potential market backlash.
Now you can understand how these two groups see your brand and marketing - through their conservative and liberal values - to drive growth and manage risk in a completely dispassionate manner.
Red & Blue Customers provides the first comprehensive review of why conservative and liberal customers buy what they buy, so marketers can sell more to both groups. Readers learn how to understand conservative and liberal customers at a market level through specific personal values while accessing strategies for improving marketing performance today.
You learn:
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Why now is the time to implement these new market strategies
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A simple framework for understanding conservative and liberal customers
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Twenty-seven personal values readers can use in marketing today to improve performance and lower risk.
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How to create a “Worldview Brief” and “Worldview Lens” to identify the best growth opportunities and shape marketing strategy.
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How to apply strategies internally and externally with low risk.
Red & Blue Customers is a reference work for communications professionals and business leaders who want to improve marketing and business performance with fresh new market insights.
Book an Interview or Engagement
Chris Peterson is not only an expert in marketing strategy but also an engaging speaker and seasoned writer who knows how to turn complex concepts into captivating stories.
Whether it’s for a podcast interview, guest blog post, or a deep-dive article, Chris brings fresh insights and energy to every conversation. If you're looking to feature a thought leader who can inspire your audience and provide actionable takeaways, he’s your guy!
Ready to chat? Set up time with Chris via our Contact form.
Chris Peterson
Chris Peterson is the Co-Founder of Lifemind, a market insights and segmentation platform designed to improve business performance by aligning marketing with customer personal values. He is also the author of the newsletter Red and Blue Customers.
Chris has spent over thirty years as a marketing pioneer and entrepreneur, founding two innovative digital marketing agencies. He has worked with fast-growth startups and Fortune 500 companies.
In December 2020, he reviewed Pew research that inspired the publication of this book. The study revealed stark differences in how liberals and conservatives see the world around them. He asked himself, “If these two groups have such different visions, how can this not affect what they buy?” He immediately began researching the idea and quickly became hooked.