Gartner Research

Optimizing Your Ad Targeting and Messages for Polarized Times

Published: 09 April 2019

ID: G00388415

Analyst(s): Kate Muhl


The U.S. is polarized, but what polarization means beyond the political sphere is not understood. Marketing leaders responsible for advertising must identify what matters to Liberals and Conservatives, and find common ground to break through the noise without alienating blocs of consumers.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Leverage the Differentiated Key Values, Attitudes and Expectations of Liberals and Conservatives to Build Emotionally Resonant Advertising
    • Distinct Values of Liberals Versus Conservatives
    • Liberals and Conservatives Also Have Different Expectations for Brands
    • Recommendations
  • Leverage the Values That Are Shared by Liberals and Conservatives to Reach Across the Great Divide for Mass Audience Appeal
    • Recommendations

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