Winning over the Aspirational Independent

Why they are important to retailers and crucial to upcoming political campaigns
NRF SORAC 2022 Research Full Report

We’ve all heard of Soccer Moms, a key swing voter segment in the 1996 presidential election with a clear sense of identity. Now it’s time to switch our attention to Aspirational Independents. They represent 15 percent of the voting population and have a unique set of overlapping attitudes toward shopping and important policy issues that makes them highly valued to retailers and politicians alike. They are sophisticated and complex retail consumers and more importantly, they are politically unaligned. NRF partnered with SKDK on a large-scale study to help retailers and politicians better understand this segment and the key values that drive their decision making with respect to shopping and voting. Download the study to learn more.

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