New Research Explains Why Values Outperform Demographics in Predicting Purchase
Here are some highlights:
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Innovation divides—and gender amplifies it. 53% of liberals prefer innovative products vs. 27% of conservatives, but women across ideologies lean heavily toward reliability.
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Trust looks different by worldview. 65% of liberals trust entertainers, while 64% of conservatives trust authority figures like business or military leaders.
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Motivation messaging matters. 66% of liberals respond to teamwork themes, while 53% of conservatives value personal achievement and empowerment.
Demographics describe your customer. Worldview explains them.
→ Discover the layer of customer understanding beneath demographics and behavior and why it predicts purchase decisions more accurately than either.
→ Get the five-question Worldview Audit you can run on any client or brand today, before any new tools or data.
→ Understand why the brands winning on retention right now aren't working harder — they're working from a more accurate picture of what their customers actually value.
