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After the initial shock of a national lockdown, and after getting used to spending way more time with each other, many families began to think about the place where they lived—their house.

Brands that want to succeed must understand the “Core Four” values, and then reflect them back to consumers in every aspect of their marketing.

Ever since we identified the market opportunity that is the New American Middle, we’ve worked on adding precision to this consumer supergroup—a group that is driven by psychographic overlaps, not by demographic attributes.

Top-down brand expressions can be made even more powerful when we combine bottom-up demographic data and then add particular New American Middle insights.

The layers of betrayal, as outlined above, have become the cultural frame around the brand picture. It is the cultural dirt in which commercial brands are now planted.

Any brand that approaches consumers as mere “transactional units,” or as simple statistics, is at risk of alienating their most loyal consumers and squandering the brand equity built over the years.

Over the last 10 years, a new consumer group has emerged. Empowered by access to unprecedented amounts of data and knowledge through social media and their support networks, this group has become an influential economic force from their place in the middle of it all.