Where Partisan Gaps Are Growing

For years, a consumer’s party affiliation has had an outsized impact on their economic confidence. We’ve repeatedly seen the Index of Consumer Sentiment swing dramatically for consumers after a presidential election leads to a change in party control of the White House. But while consumer sentiment is a powerful example of this trend, it is not the only one. This report explores a growing list of demographics, psychographics and behaviors that are increasingly associated with consumers’ partisan affiliation — including examples where the trend diverges even more after the November 2024 election.