The impact of the 2016 election on the US consumer

The US election results have many Mintel clients seeking answers today.

Andrew Davidson, Mintel SVP, Research, comments on what the vote will mean for consumer spending in the US:

“Americans are grappling with what it means to have a new president following a grueling and contentious election campaign that has divided the nation. Over the coming weeks, Mintel will be commissioning research to analyze how the outcome of the election has impacted consumers and how key consumer markets are likely to be affected.”

“Whether buoyed or unhappy with the result, most Americans will be left with the question, ‘what now?’ We know from history that consumer confidence tends to take a temporary dip when a non-incumbent president is elected. But for now and for most people, life goes on – they still need to buy groceries, they will still be preparing for the holidays and everyday spending is unlikely to change dramatically.”

“So what now for brands? While it’s too early to accurately predict the effect the Trump presidency may have on consumers, we know that brands should be mindful of how consumer attitudes may have been magnified by the election process. In the coming months, there is an opportunity for brands to focus more attention than ever on their customers and adapt their campaigns to develop messages of unity, support and reassurance for what has been a divisive period for the nation.”

Mintel’s 40 year track record means that we are in the perfect position to assess the impact of the election on consumer behavior, both in the US and globally.