October 16, 2025
“Do Americans think about and relate to brands in the same way?” To answer that question, Bailey Lauerman, in collaboration with leading global independent research firm Radius Insights, fielded the Geography of Brand Connection Study. Completed in June 2025, the study surveyed nearly 1,000 Americans across demographic, geographic, and political spectrums.
Findings from the Geography of Brand Connection study indicate that geography plays a major role in how people think about and engage with brands. The study reveals two dominant brand mindsets in America: Pragmatists and Experientialists. While not shaped by education or income levels, these mindsets have strong geographical skews and shape how people evaluate brands, make purchases, and form loyalties.
Pragmatists represent approximately 52% of the total U.S. adult population. Data suggests this mindset permeates mid-sized cities, small towns, and rural areas. Pragmatists are grounded, thoughtful consumers who prioritize practicality and reliability over trends. More conservative in their views, they view brands with a critical eye, seeking products and services that offer clear, consistent value over time. While digitally connected, they are cautious online, relying on information and reviews rather than more emotive, values-led campaigns. For Pragmatists, brand loyalty is earned through transparency, consistency, and quality.
Representing approximately 48% of the total U.S. adult population, Experientialists tend to be younger, more moderate politically, and often live in large cities. They form deep emotional connections with brands and are willing to pay more for products that align with their personal values. This group stays on top of cultural trends, follows influencers, and enjoys experimenting with new products and experiences. Experientialists are socially engaged and active online, openly sharing their opinions. They expect brands to take a stand on social and political issues, seeing advocacy as an essential part of a company’s role.
“The industry can’t assume everyone has the same relationship with brands,” notes our CEO Greg Andersen. “Experientialists are nearly twice as likely to tie brand values to personal identity and four times more likely to follow brand influencers. But for Pragmatists, it’s about the fundamentals—quality, price, and service.”
To connect with both groups, brands must adopt a two-pronged strategy. While Pragmatists respond to messaging that highlights a “reliability core” (consistent quality, transparent pricing), Experientialists are engaged through identity-driven, culturally relevant narratives. The most successful brands, such as Amazon and Walmart, transcend this divide by being universally trusted and consistent, rather than being perceived as edgy or exclusive, demonstrating that shared, foundational values earn the broadest loyalty and respect across the complex quiltwork of the American consumer landscape.
Our survey urges brands to rethink their messaging priorities. “We’re advising clients to elevate the basics—product quality, fair pricing, and customer service,” Aaron Jarosh, Head of Integrated Strategy at Bailey Lauerman, says. “People want to know a brand can solve everyday problems before it takes on bigger societal or cultural positions. But it’s not an excuse to do boring, bland work. The work still has to captivate audiences.”
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