Headlines

Understanding “Red & Blue” Customers

Book preview: Marketing guru on how liberal and conservative values drive shoppers’ behaviors.

Published

7 months ago

October 10, 2024

INSTORE Staff

PHOTO: ISTOCKPHOTO

With the U.S. market appears to be more polarized than ever, brands often struggle to reach audiences without alienating them. To help marketers and others navigate this complex landscape, marketing strategist Chris Peterson has written a new book, “Red & Blue Customers.” That 240-page work describes how understanding the personal values driving consumer behavior is key to making authentic connections and winning over both liberal and conservative customers.

“Brands get caught off guard by backlash or missed opportunities because they don’t understand the core values behind their customers’ decisions,” said Peterson. “My book provides the tools marketers need to align their messaging with audience values, making their efforts resonate on a deeper level.”

The book examines the following topics and strategies:

Why now? An exploration of the current societal forces driving the divide between liberal and conservative customers, and why understanding this shift is crucial for marketers.
Actionable Frameworks: How to Use a “Worldview Optimization Framework” to align messaging with audience values and boost ROI.
Tools for Immediate Impact: How to create a “Worldview Brief” and “Worldview Lens” to identify the best growth opportunities for both segments.

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.

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