The Generation Gap Has Been Upstaged By the Red/Blue Divide.

Despite the differences that exist among Americans in Red and Blue states, many agree that the Bush family brand is better managed than the country’s brand, according to a study released from J. Walter Thompson.

The study, commissioned by JWT, gauged the attitudes of a representative and random sample of 1,002 Americans, aged 21 and older, about brands, media and the political landscape as the country prepares for the second term of President George W. Bush. The survey was conducted online by MarketProbe International on Jan. 10-11.

According to the research, 51 percent of the total respondents believe that the Bush family is a “well-managed brand,” with 67.5 percent of those who voted for President Bush agreeing with that statement and 43 percent of those who voted for Senator Kerry. Meanwhile, only 35 percent of the respondents think America is a “well-managed brand,” with a huge disparity emerging among President Bush and Senator Kerry supporters. Fifty-three percent of the former agree with that statement compared with a mere 23 percent of the latter.

“More than two months after the election, there is a semi-permanent Red-and-Blue-state hangover,” said Bob Jeffrey, worldwide CEO of JWT. “As keepers of our clients’ brands, it is important that we understand the differences among the people in these states.”

KEY FINDINGS:

Tsunami Relief:

Red and Blue states are divided over the U.S. government’s response to the tragic tsunami that hit South Asia and East Africa on Dec. 26. Sixty-eight percent of the total respondents agree (top two-box summary), “I feel good about the way the American government has reacted to the Tsunami crisis — eighty-eight percent of those who voted for President Bush agree completely or somewhat with this statement compared with 51 percent of those who voted for Senator Kerry.

Electing a Candidate and Family:

Most Americans considered candidates’ families very seriously in this election, and Laura Bush is still the darling of those who support the President. Seventy-seven percent of those who voted for President Bush agree — two top-box summary — “Americans love Laura Bush as our First Lady.” In contrast, only 49 percent of those who voted for Senator Kerry agreed — top two-box summary — “Americans would have embraced Teresa Heinz-Kerry as our First Lady.” Laura Bush even has fans from among Senator Kerry’s supporters: 35 percent of those who voted for Senator Kerry agree that Americans love Laura Bush as our First Lady.

Religion:

Religion has been increasingly under the spotlight as a political driver and 37 percent of the total sample considers themselves religious, including 39 percent of men in Red states, 41 percent of women in Red states, 32 percent of men in Blue states, and 37 percent of women in Blue states. Forty-seven percent of those who voted for President Bush consider themselves religious compared with 32 percent of those who voted for Senator Kerry. And the most religious subset of all — 14 percent of the entire sample — is a self-selected group of “Compassionate Conservatives,” 60 percent of whom consider themselves religious.

The Power of Cyberspace:

While no one voted in cyberspace in November, as some prognosticators predicted a decade ago, the Internet and blogs played a very important part on last year’s election. Forty-eight percent of the total sample agrees — top two-box summary, “The 2004 election was very impacted by the power of the Internet.” Fifty-five percent of those who voted for President Bush agree compared with 47 percent of those who voted for Senator Kerry.

In the aftermath of the election, there is a sense that the “bloggers” are always watching-and commenting. Thirty-eight percent of the total sample agree, “Blogs had a lot to do with how people got information about candidates and news of the campaigns,” including 42 percent of those who voted for President Bush and 41 percent of those who voted for Senator Kerry. Women in both Red and Blue states were much less in tune with blogs for Election 2004, as illustrated by a 5-6 point gender gap on this question.

Isolationism:

Americans seem to have a keen awareness of the country’s isolationism. Seventy-eight percent of the total sample — top two-box summary — and 80 percent of those who voted for President Bush and 83 percent of those who voted for Senator Kerry, agree, “Some Americans don’t really care what the rest of the world thinks of our country.” According to the research, a majority of Americans admit that they are not well-informed about international affairs. At the same time, they believe they are misunderstood by citizens of other continents.

“I am well-informed about international affairs.”

Thirty-five percent of the total sample agree with this statement. Thirty-eight percent of men in Red states agree compared to 48 percent of men in Blue states. Thirty percent of women in Red states agree compared to 25 percent of women in Blue states- illustrating a gender divide, too. Thirty-four percent of those who voted for President Bush consider themselves well-informed about international affairs compared to 44 percent of those who voted for Senator Kerry.

In contrast, 44 percent of the total sample consider themselves well-informed about domestic affairs, with 43 percent of those who voted for President Bush in agreement compared with 54.5 percent of those who voted for Senator Kerry.

“Europeans do not understand Americans today.”

56 percent of the total sample agree — top two-box summary — and 70 percent of those who voted for President Bush agree compared with 49 percent of those who voted for Senator Kerry.

“Asians do not understand Americans today.”

44 percent of the total sample agree — top two-box summary — and 52 percent of those who voted for President Bush agree compared with 39 percent of those who voted for Senator Kerry.

“Latin Americans do not understand Americans today.”

43 percent of the total sample agree — top two-box summary — and 49 percent of those who voted for President Bush agree compared with 39 percent of those who voted for Senator Kerry.

OTHER FINDINGS:

Just Money: Blue men net out wealthiest overall, with 52 percent overall “well enough off” or better. Red women net out poorer, with overall 53 percent just covering the basics or worse.

Time and Money: Red women have the highest proportion of Time/Cash poor at 28.5 percent, while their Red men peers score the lowest proportion of Time/Cash poor at 22.5 percent. The happy situation of Time/Cash rich is only enjoyed by a minority: 9 percent of Red and Blue men, 8.5 percent of Red women, and 7.5 percent of Blue women. The bulk of all respondents are in the Time Rich/Cash Poor bracket-lots of time on their hands but not much money.

This situation is much more prevalent in Red states with 42 percent of men and 40 percent of women being Time Rich/Cash Poor, compared with 37 percent of men and 32 percent of women in Blue states.

Marital Status: Red women show the highest proportion of divorced respondents at 18 percent. Ten percent of Blue women are divorced. Red men also show a higher percentage of divorced than Blue men (11 percent vs. 9 percent). Blue men are overall three years younger on average and show a much higher proportion of singles at 26.5 percent compared with 16 percent of Red men.

General Attitudes: Blue men appear to be more apathetic and less engaged than their Red counterparts. The findings show that Blue men recorded lower voter registration than Red men (70 percent vs. 80 percent). Blue men are also less active in their community than Red men (20.5 percent vs. 28.5 percent). Fewer are passionate about one or more issues (48 percent vs. 55 percent), fewer are religious (39 percent vs. 32 percent) and fewer consider themselves spiritual (33 percent vs. 39 percent). In fact, the only area where Blue men outpoint the Red men is on being well informed about international affairs (48 percent vs. 38 percent). Red and Blue women were much closer to each other on these points.

Turnout: The lower engagement of the Blues is also apparent from the voter turnout-18 percent of Blue men didn’t vote versus 12 percent of Red men. Sixteen percent of women in Red states didn’t vote versus 13.5 percent of women in Blue states.

Brands: Blue states lean more towards technology brands. Microsoft is rated as making a positive contribution to American life by 60 percent of Blue versus 58 percent of Red men, and by 56 percent of Blue versus 50 percent of Red women. Similarly, 51 percent of Blue men thought Dell was making a positive contribution to American life versus 48 percent of Red men, and 47 percent of Blue believed that versus 43 percent of Red women.

Meanwhile, U.S. corporate stalwart General Electric is rated by 52 percent of Red men as having a positive impact on American life versus 46 percent of Blue men, and 45.5 percent of Red versus 38 percent of Blue women. UPS was rated by 57 percent of Red versus 47 percent of Blue men as having a positive impact on American life, and 58 percent of Red versus 49 percent of Blue women.

Looking at the “Gaining Stature” Scores: JWT asked about each of the Fortune “50” brands and whether or not they are gaining in stature. Some interesting patterns popped. For example, The Kroger Company has a clear Red niche base: 16.5 percent of Red versus 6 percent of Blue men and 13.2 percent Red versus 4.5 percent of Blue women. Sears Roebuck is another Red preference, with a big gap among the men and smaller gap among women: 22.5 percent Red versus 13.7 percent Blue men and 16.6 percent Red versus 14.3 percent Blue women. Lowe’s Cos. Inc. shows a similar pattern: 31.1 percent Red versus 17.1 percent Blue men and 18.3 percent Red versus 16.2 percent Blue women.

Overall, Bush and Kerry voters have a different list of brands gaining stature. The top ten for Bush voters are Wal-Mart, Dell, Home Depot, United Parcel Services, Microsoft, Lowe’s, Ford, Johnson & Johnson, Hewlett-Packard, and Target. And the top ten for Kerry voters are Dell, Home Depot, Wal-Mart,

Target, Microsoft, United Parcel Services, Hewlett-Packard, Johnson & Johnson, Lowe’s, and Verizon.

And Blue respondents seem less bullish on the famous brands, especially the men. Tallying the percentages of respondents who scored brands as “gaining stature,” Red men totaled 834 while Blue men a much lower 677.

Similarly Red women totaled 565, while Blue women totaled 498.