Red vs. Blue Customers: Drive Growth With This Non-Political Approach, episode 155

Move beyond politics—understand your customers’ values to build lasting connections and grow your brand.

WHY VALUES TRUMP POLITICS IN MARKETING

EP 155. In today’s increasingly polarized market, understanding your customer base can feel like navigating a minefield. Should brands pick a side, stay neutral, or simply avoid “controversial” topics altogether? On the latest episode of Marketing With Empathy®, I sat down with  Chris Peterson—co-founder of LifeMind AI and author of Red and Blue Customers: How to Drive Growth and Manage Risk in Today’s Conservative and Liberal Markets—to discuss how marketers can unlock growth by understanding worldviews, not politics. Here’s a guide to what every marketing team should know about connecting meaningfully (and safely) with diverse audiences.

THE KEY INSIGHT: WORLDVIEW, NOT POLITICS

Chris Peterson clarifies a crucial distinction: political affiliation is just one visible expression of a deeper, foundational layer—customer values. These values shape how people see the world, what they prioritize, and ultimately, what they purchase.

“Politics is an expression of those values, but it's not the value,” Chris notes. Over decades, American markets have sorted themselves along lines of “red” (conservative) and “blue” (liberal) worldviews. While most marketers fear alienating audiences by wading into political territory, Peterson’s research reveals a liberating truth: it’s possible to engage both sides by focusing on worldview values instead of divisive issues or partisan labels.

IN THIS EPISODE

1. Understanding customer worldviews vs. politics

2. Red (conservative) vs. Blue (liberal) values

3. Importance of aligning brand messaging

4. Avoiding customer alienation in marketing

5. Identifying audience leanings (liberal/conservative)

6. Shared American values that unite audiences

7. Using empathy in content and visuals

WHY "STAYING NEUTRAL" IS A MYTH

Many brands have operated under the assumption that not taking a stance—sticking to neutral messaging—will keep them out of trouble. Peterson debunks this, explaining, “There’s no such thing as neutrality.” Every brand message, visual, or campaign leans one way or the other, if only subtly. And when brands’ core messaging misaligns with the audience’s worldview (say, projecting liberal values to a conservative audience), customers don’t get angry—instead, “it just fades into the background.” Missed resonance equals missed opportunity.

VALUES IN ACTION: LIBERAL VS. CONSERVATIVE CUSTOMERS

Peterson’s book outlines 20 distinct value categories separating liberal and conservative audiences, and seven shared “American values.” Some key differentiators include:

• Perceptions of the Future and Change:
  Liberals view the present as improvable, embracing experimentation and innovation—making them natural early adopters. Conservatives, meanwhile, prefer reliability, seeking incremental improvements and proven solutions rather than radical change.

• Self-Expression vs. Self-Control:
  Liberal audiences tend to favor bold self-expression, while conservative audiences value moderation and restraint. This can show up in everything from ad visuals (expressive, exuberant friends vs. family-centered, composed scenes) to product messaging.

• Empathy Targets:
  Conservatives often express empathy within close-knit groups (family, nation); liberals are more empathetic toward broad or unfamiliar groups—even non-human entities, according to the studies referenced.

Despite these differences, both groups have overlapping values: independence, competition, productivity, ingenuity, underdog spirit, directness, and friendliness. These are safe, powerful levers for universal messaging.

FINDING OUT WHERE YOUR AUDIENCE LEANS

You don’t have to guess. Peterson recommends several practical approaches:

1. Data Analysis: Many CRM or marketing platforms include data that hint at customer worldviews—sometimes even political leaning—based on location, behavior, or third-party analytics.

2. Targeted Surveys: Ask customers directly—but skip the “neutral” option. Choices like “a bit conservative/liberal” allow for nuance and higher response accuracy.

3. Geographic and Demographic Clues: Urban, dense populations tend to skew liberal; exurban or rural populations lean conservative.

For marketers focused on segments like moms or women, don’t assume a liberal audience solely based on gender—the actual difference is small and regional/demographic analysis is key.

APPLYING THE INSIGHTS: THE WORLDVIEW BRIEF

Peterson recommends distilling your audience’s worldview into a one-page “Worldview Brief.” It should summarize which way your target audience leans, the values that matter to them, and a rationale for your marketing approach. Select the top 5–7 values that align with your brand and audience, and use them as guideposts for content, creative, product development, and even distribution.

LINKS MENTIONED IN THIS EPISODE

1. FREE ANALYSIS: Snag Chris' free analysis offer to identify if your customers are more conservative or liberal at: www.lifemind.ai/empathy Align your marketing to customer values to improve performance. Chris' team will return your analysis within a few days.  Submit your request at this link.
   
   
2. BUY RED & BLUE CUSTOMERS BOOK for you and others on your marketing team: on Amazon or Barnes & Noble
   
   
3. Chris Peterson's new Lifemind.ai company
   
   
4. Connect with Chris Peterson on LinkedIn

FINAL THOUGHTS: MARKETING WITH EMPATHY MEANS SEEING THE WHOLE CUSTOMER

By understanding—and intentionally acting on—audience values rather than getting entangled in politics, brands can sidestep division, deepen loyalty, and foster growth. As Peterson says, “When you look at markets, the trends are clear. But you don’t have to throw out what you know about your customer—just add this valuable layer.”

If you’re ready to put these insights into practice, consider picking up Red and Blue Customers and visit LifeMind AI for resources and complimentary analysis. It may just revolutionize your team’s approach to empathetic, effective marketing.

QUIZ: READY TO IMPROVE YOUR CONTENT STRATEGY?

Discover which content makeover will boost your brand's success! Take this 40-second QUIZ to find your "home" makeover show match and get a content makeover plan to help you attract customers & drive better business results.

TAKE THE QUIZ

ABOUT MARKETING WITH EMPATHY PODCAST HOST, SARAH PANUS

Marketing With Empathy® is the podcast for brands that want to target & engage mom customers. Moms influence or control 85% of ALL household purchases, but without the right content strategy many brands are missing out on sales. Sarah Panus helps busy marketers build clear content plans that reach more moms – and other key customers – to drive more leads and sales. Top 5% of all podcasts, and member of Marketing Podcast Network.

​

With 20+ years of experience, Sarah understands how hard it is to juggle all the demands coming at you. She’s a mom, content marketing strategy consultant, Certified StoryBrand Coach, 2x podcast host of Marketing With Empathy® and KEEP KIDS SAFE, a speaker, and owner of Kindred Speak®. Sarah’s helped clients of all sizes including: Sleep Number, SHEFIT, American Express, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, Starbucks, Western Green, JHL Turf Pros, Christos Bridal, University of St. Thomas, American Heart Association, + numerous small businesses.