“Do Americans everywhere think about and relate to brands in the same way?” It’s a question so basic it has seemingly been overlooked in the industry for decades. To find an answer, Bailey Lauerman, in collaboration with the leading global independent research firm Radius Insights, developed the Geography of Brand Connection study. The study surveyed nearly 1,000 Americans across demographic, geographic and political spectrums to better understand how brand engagement differs across the country. The results challenge long-held assumptions about consumer engagement and brand loyalty.
Greg Andersen, CEO of Bailey Lauerman, discusses the study and how it uncovered two distinct consumer mindsets, what BL and Radius have labeled as “Pragmatists” and “Experientialists,” and why understanding these audiences is critical for brands navigating the complex landscape of modern America.
Q: What sparked the idea to commission this survey with Radius? What questions were you hoping to answer about these often-overlooked communities?
Greg Andersen: We’re a 55-year-old agency right in the middle of the country, and last year we won a strategy project for a large regional insurance company, WoodmenLife. They asked us to conduct a brand assessment study to understand the strengths of their brand better and to give them some guidance on what to focus on going forward.
As a fraternal organization, they do a lot to serve the markets they operate in around three thematic pillars: family, community and country. Much of their brand-level activity is focused on those pillars, and given their business footprint in mid-sized cities, small towns and rural areas, we were curious about how people there think about and engage with brands.
So it was out of that question and related research that came the observation of the Pragmatist and Experientialist mindsets. What are the differences between those and why do those differences matter to brands?
Greg Andersen: I think many of us have just sort of assumed that everyone has the same kind of relationships with brands, and the research indicates that it’s just not true.
Pragmatists are about 52% of the US adult population and tend to be found predominantly outside of America’s largest cities. The data suggests they are grounded, thoughtful consumers who prioritize practicality and reliability over values and trends.
Experientialists, on the other hand, tend to be younger and reside in large US cities. Our research found that they form much deeper emotional relationships with brands and are more likely to pay for brands and products that align with their personal values.
That said, given today’s political climate, it’s worth noting that these two mindsets aren’t defined by political identity or stereotype. For example, 56% of the Pragmatist mindset self-identifies as moderate or liberal, so this isn’t just a different way of labeling red and blue America.
So, as a simple example, an Experientialist is more likely to shop for a laptop bag for the brand, whereas the Pragmatist is going to be more interested in the durability and long-term value of that bag, right? Which data point or insight from the survey most challenged your own assumptions about American consumers outside the big metros?
Greg Andersen: I will start by saying that it’s very easy for our industry to live within its own echo chamber, and I’ve been guilty of that myself. These findings present a stark view of reality: only 26% of Pragmatists find brands credible in what they do and say. Only 5% prefer to support brands that align to their personal values. Just over half say brands should stay out of political and social issues. They are half as likely as Experientialists to follow trends and are 75% less likely to follow influencers. They are a tough nut to crack. The findings say they don’t get excited by the same things our industry does.
Q: What are one or two strategies brands can adopt right now to create a true connection with pragmatist consumers?
Greg Andersen: In September, Maslansky + Partners wrote a piece about how consumer rage towards big business is continuing to grow. People are struggling and want companies to help them with their everyday problems fairly. This very much aligns with the Pragmatist mindset.
To win with them,it’s important for brands to establish what we call a “reliability core.” We often overlook them, but these simple things are important for Pragmatists: product quality, fair pricing, customer service, operational consistency; all of these elements together build trust for the more pragmatically-minded customer base.
None of this is to say that marketing has to be straight and boring. We love the example of Patagonia’s Worn Wear program and think it lands with Pragmatists by promoting repair and longer product life. Their free fixes and tutorials prove durability and long-term value while avoiding waste.
A second consideration for Pragmatists might relate to third-party brand voices on social media. Our research found they are much more interested in hearing from local validators, company employees, long-term customers or credible sources of awards and recognition, whereas experientialists are much more open to content from creators and influencers inspired by trends.
Anything else in the research that surprised you?
Greg Andersen: While Pragmatists and Experientialists differ in many ways, about a third of each group feel brands have a responsibility to “do good.”
Of course, they differ in how. More than half of Pragmatists think brands should stay out of political or social issues, so what is a safe way for brands to “do good?” We believe that promoting unity is a worthwhile goal. In 2024, we released a study called “Unifying America Through Shared Values.” It found that nearly 50% of US adults saw brands as capable of fostering connection and healing societal fragmentation. The study identified five shared values that cut across age, education, geography and political affiliation: protected freedoms for all, love of country, hard work, truth and honesty, and tolerance for differences.
By reminding Americans of these shared values in balanced ways and creating opportunities for shared community experiences, brands can be seen as positive contributors to both community and country.
To download the study, visit Two Americas, Two Mindsets: The Geography of Brand Connection.