Still picturing older, rural, red-state voters as America's angriest? That snapshot is out of date.
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Recent research from The AngR Index™ finds that today's angriest Americans are more affluent, GenZ or Millennial, Hispanic, politically engaged, and more likely to identify as Democrats or lean left.
They're not the “left behind” from “flyover” country; they believe they're well-informed, active, and upwardly mobile; and may now best represent “America's Angriest.” They are more than willing to take out their anger ruthlessly on brands and politicians both actively and passively.
But anger is just the beginning: Americans are also highly worried, fearful, exhausted, and depressed, as well. The mood of 2025 is a multi-front struggle, not a single-issue outburst.
Not a pretty picture of America the summer of 2025!
“Welcome to the new multi-dimensional, multi-faceted mood of America, one that leads to shorter fuses across more moments of daily life,” said Peter Switzer, principal at fusionQUANTS. “A perfect example: the public's reaction to the recent Sydney Sweeney American Eagle campaign. The optics seemed to ignore much of the prevailing American mood. Which raises the question: Was it accidentally tone-deaf, or deliberate rage bait? Because while there is a school of thought that conflict leads to exposure and then power; this can be a slippery slope that may cause inadvertent corporate image and brand destruction; sometimes literally overnight.”
“Now more than ever, businesses and politicians need to commission and embrace market data that tap into the true human mood, not just surface statistics. The real signals are out there. Companies need to better separate them from the noise, or potentially suffer the consequences if they don't,” Switzer concluded.
fusionQUANTS is a management-owned custom market research and strategy firm which helps organizations gain competitive advantage by connecting product, service, and brand strategy to real-world marketplace dynamics.
For information on fusionQUANTS or The AngR Index™ survey, visitwww.fusionquants.com, contact Peter Switzer at 312-287-6656 orNan Martin at 312-231-7541.
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SOURCE fusionQUANTS
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