Trade-Off Consumers and Political Affiliation

What matters for policy makers? What matters for brands?

Big Chalk has been advising brands on how to position themselves to Trade-Off Consumer households for going on three years now. The good news for consumer brand managers and CMOs is that political affiliation should not impact the way brands go to market.

But political strategists should very much care about the implications of Trade-Off Consumer behavior. The budget-cutting and belt-tightening that define the Trade-Off Consumer cohort signify a dissatisfaction with the U.S. economy that will undoubtedly appear at the polls (again).

How Broadly are Political Parties Exposed to Trade-Off Consumers? Download this research brief to find out.