What do homeownership rates and art museum attendance have to do with views on immigration?
Well, let’s start with a definition.
The American dream is something we’ve all heard about and it has 2 definitions. First, the more abstract: that every American should have an equal opportunity to achieve success and prosperity through hard work, determination, and initiative. And the more concrete: homeownership, which is the most tangible measure of it.
So with home ownership rates higher among MA, one might assume the American dream lives stronger here…
But, I wondered about the abstract definition, and what the average thought on immigration were.
I discovered that Middle Average, who is more likely to have achieved homeownership, is less likely think that immigration is a good thing for America 61% vs. 68%.
And there’s an even bigger divide on immigration of Syrian refugees, something there’s massive debate about.
67% Top 10 Average and 51% Middle Average have a more open stance, wanting to either welcome all, or welcome those with background checks. While 24% Top 10 Average and 37% Middle Average have a more closed and protective stances, wanting to either put a temporary or permanent halt on Syrian immigration.
And maybe this higher trust and comfort with Immigration and Syrian refugees among Top 10 Average comes living in less homogeneous locations, where they’re exposed to a more diverse group of international citizens.
Maybe it’s because 2 of 3 Top 10 Average is a Passport holder, with easier access to bigger International Airport hubs where they can travel globally.
Maybe it’s impacted by the fact that Top 10 Average is reading almost 11% more than Middle Average, and as a result may feel more empowered by information.
Or that Top 10 Average is exposed to more museums where they can seek out and experience other, unknown points of view on the world.
But those things are all related.
Because Top 10 Average has greater levels a personality trait called openness to experience, which leads more willingness to live in markets where renting and moving frequently is required, it also leads to more travel, more reading, and more museum attendance. And makes Top 10 Average more apt to trust their community and as a result the ability of that community to be positively impacted by immigrants and Syrian refugees, while Middle Average, with lower levels of openness to experience, prioritizes familiarity, dependability, and safety, making them care more about homeownership, and feel more defensive of their community as it relates to the unknown (like immigration).
This openness to experience impacts how people interact with their community and the experiences they seek out.
What this means
And this means that the attributes & experiences you offer should reflect your customers’ lifestyle.
Are you a brand that is dependable, safe, and familiar? Perhaps you should work to create experiences that resonate with Middle Average.
Are you a brand that offers novelty, variety, and innovation? Perhaps you should work to create experiences that push Top 10 Average even further outside their comfort zones.