A study shows that older Gen Yers are becoming more conservative as they age, contradicting the idea that they're more progressive than previous generations. With polarization in the US reaching record levels, brands targeting this cohort would be wise not to take their values for granted.

Veebs offers consumers a handy score on what values a brand promotes or supports and has been quickly embraced by American conservatives. Polarization is driving changes in shopping behavior in the US, meaning brands are having to curate specific public identities – or risk alienating supporters.

A new crop of conservative comedians, commentators, and creators are finding audiences who feel alienated by mainstream media in a polarized America. What does their success say about how Republican and more right wing viewers want to be entertained?

Long associated with conservative values, Cracker Barrel has come under fire for promoting pride month, adding to a list of brands caught in an ongoing culture war as identity purchasing is at an all-time high. Its politicization exemplifies the values consumers expect modern companies to uphold.