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The State of the (Dis)UnionA Research Exploratory into the Psychological and Behavioral
Impacts of the First 100 Days of the Trump Presidency
The Inspiration
AdeepfascinationwiththehumanpsychedrivesourworkatGalileo.So,whenwestartedhearinganecdotalaccountsoffamiliesandfriends<ightingoverpolitics,newlevelsofanxiety,fear,angeranddisconnection(andconversely,feelingsofsecurity,freedomandempowerment),wewantedtounderstand,onadeeppsychologicallevel,theprofoundanddivergenteffectsthenewpresidencyishavingonthepsycheandidentityofordinaryAmericans.Inaddition,wewantedtogaugethelevelofpublicconcernaboutthecurrentdivisionwithinthecountry,andhowpeopleonbothendsofthepoliticalspectrumviewPresidentTrump’sroleinaddressingthis.
The Methodology
Ourresearchmethodologybeganwithqualitative,hypothesis-generatingPsych-ImmersionGroupsamongardentTrumpSupportersandardentTrumpNon-Supporters.1
2 WethenpartneredwithJ.WalterThompsonIntelligence(J.WalterThompsonCompany'sglobalpracticeforanalytics,research,insights,trendsandinnovation)toconductaquantitativesurveyamongageneralpopulationsampleof1000USadults(allregisteredtovote,withquotassetbyage,gender,ethnicity,income,geographyandpoliticalaf<iliation).
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Our Approach
Galileoisapsychology-basedmarketresearchcompany,andassuch,wedrawonleading-edgetheoryandpracticefromacademicandtherapeuticpsychology.OurPsych-ImmersionGroupsaredesignedtoaccessthreedistinctbrainsystems(the“Hard-wired”System,theEmotional“Animal”SystemandtheRational“Human”System)inaspeci<icorder,touncoveramorecompleteandaccuratemindsetmap.
WithinthePsych-ImmersionGroupsforthisstudy,weemployedHard-wiredSystemtechniqueslikeMetronomeCircuits,whichun-guardthesubconsciousandunlockhard-wiredassociations.
WeusedEmotionalAnimalSystemtechniquesbasedinsomatictherapy,suchas(Ex)pose,inwhichblind-foldedparticipantssculptedtheirbodiesintoposestorepresenttheimpactthatthecurrentpresidencyishavingontheirsenseofself.WeevenhadparticipantsdesignVisionTattoostobringtolifePresidentTrump’svisionforAmerica,astheyperceivedit.
AndweusedRationalHumanSystemtechniques,likeourDecisionalChangeForce-Jieldtodeconstructallthebehavioralchangesintheirlivessincethestartofthenewpresidency.
We are excited to share some of the key themes that emerged:
ThesetechniquesgaveusunJilteredaccesstoparticipants'subconsciousbeliefsandattitudes,aswellastheirconsciouslyheldviews,leadingtotherichandsometimesdisturbinghypothesesthatinformedourquantitativesurvey.Withinthesurvey,wethenexploredtheimpactofthenewpresidencyonparticipants'emotions,ontheiridentity,ontheirrelationships,ontheirgenderattitudes,ontheirdailybehaviors,andontheirmediaattitudesandhabits.
Psych Immersion Participants
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One third of Americans feel ashamed to be American right now.
The Learning: Theme #1
ResearchparticipantswereaskedhowproudorashamedtheyfelttobeAmericanoneyearago(beforethenewPresidency)andthenhowproudorashamedtheyfeeltoday.
Only16%ofthetotalsamplefeltashamedayearago
Butthatnearlydoubledto29%today
Notsurprisingly, therehasbeenadramatic increasein the number of TrumpSupportersfeelingproudtobeAmerican(75%)…
…but an equally dramatic78% dec l ine in thenumber of Trump Non-Supporters feeling proudtobeAmerican.
Particularlytrueamong:• Women-only14%ofwhomhadfeltashamedayearago,vs.32%today.• Millennials–only13%ofwhomhadfeltashamedayearago,vs.32%today.
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Many Americans do not see Donald Trump as delivering on the character traits essential for a great President.
The Learning: Theme #2
ParticipantsidentiJiedthetopcharactertraitstheyseeasmostessentialinagreatPresident,andthenindicatedhowwelltheyfeelDonaldTrumpisdeliveringonthem.
Acrossthetotalsample,fairlylownumbersofparticipantswhoconsideredthesetraitsessential,feltTrumpwasdeliveringvery/orsomewhatwellonthem:
#1”Istrustworthy”
#2”Ishonest”
#3”HasrespectfortheConstitution”
#4”Hasrespectforothers”
#5”HasaclearvisionforthefutureofAmerica”
%ofAmericanswhofeltTrumpwasdeliveringon
thistrait
30%
31%
45%
16%
66%
Topcharactertraitsmostessentialinagreatpresident
ItwasalsosurprisingthatthenumberofSupportersfeelinghewasdeliveringwellontheseessentialcharactertraitswasn’thigher.
73%of Supporters
”Iscalmunderpressure”
61%of Supporters
“Hasrespectforothers”
“Ishonest”
“Istrustworthy” “Hasastrongmoralcode”
“HasastrongChristianFaith”
SupportersdohoweverfeelheisdeliveringwellonsomeessentialtraitsofagreatPresident–“Hasaclearvisionforthefuture”(96%),and“HasrespectfortheConstitution”(88%),“Istough”(94%),and“Isaction-oriented”(89%).
76%of Supporters
62%of Supporters
69%of Supporters
67%of Supporters
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For Supporters, Donald Trump is their tough, manly, all American action hero – their modern day John Wayne…
The Learning: Theme #3a
WeaskedparticipantstothinkaboutDonaldTrumpandwhatherepresentstothem,andtochoosethecharacterthatbestrepresentedthis.
ThetopchoiceforTrumpSupporterswasJohnWayneforbeing:
Trumpalsoseemstoevokenostalgiaforbettertimes,with97%ofhisSupporterslikingthat“HewantstoreturntoabettertimeofgoodoldAmericanvalues”(vs.30%ofNon-Supporterslikingthis).
Man of action (68%) All-American (67%) No nonsense (47%) Never backs down (32%) Tough guy (25%)
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…and he is reasserting traditional gender roles - making men feel like men again.
The Learning: Theme #3b
FeelthattheaspectoftheirpersonalitythathasbecomemoredominantsinceTrumpwaselected,istheir“Enjoymentofhavingastrongmanincharge.”vs.just2%ofNon-Supporters
Feelthat“Thesedaysthere’stoomuchfocusonwomenandmenbeingequalineveryaspect”
Feelthat“Thesedaysthere’snotnearlyenoughfocusonwomenandmenbeingequalineveryaspect”
32%ofSupporters
71%ofSupporters
79%ofNon-
Supporters
VerydifferentattitudestogenderrolesbetweenSupportersandNon-Supporters
30% of male Trump Supporters agreedthat they “Have enjoyed reassertingmymasculinity”inthetimesincetheelection.Male Supporters also said that parts oftheir personality that have become moredominantsincetheelection includedtheir“Toughness” (28%), and a few said their“ConJidencewithwomen”(7%)andtheir“Manliness–IJinallydon’thavetohidemy natural instincts” (7%). A few men(7%) also said they felt they had “Morepermissiontouselockerroomtalk.”
Female Trump Supporters meanwhilelove/like that “He comes across as astrong,toughguy”(95%)andthat“Hebelieves in men being men andwomen being women” (81%) vs.FemaleNon-Supporters at 13%. Theyalso favor traditional gender roles(69%) vs. 16% of Female Non-Supporters.A small percentage of women (8%)(alarmingly) reported an increase in“Men “cat-calling”/getting unwantedattentionfrommen.”
All of this suggests a return to past gender roles, and a concerning lack of respect to women, beginning to play out in more aggressive male social behaviors.
Vs.
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This data suggests that the President has a careful line to walk between presenting an appealing John Wayne manliness to his Supporters, while not inciting disrespectful gender attitudes and behaviors.
The Learning: Theme #3c
Areveryorsomewhatconcernedthat“Hedoesn’tshowrespectforwomen”
96%ofNon-Supporters
30%ofSupporters
WeaskedparticipantshowtheyfeelaboutaarangeofstatementsastheypertaintoPresidentTrump.
65%of Americans
Importantly,however,“Hedoesn'tshowrespectforwomen”wasthe#4biggestconcernaboutthePresidentforthetotalsample.
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Supporters of the President welcome that they can now be more honest about their feelings towards foreigners.
The Learning: Theme #4
Agreethat“Nationalismisgreatifyou’reontherightsideofit”
WeaskedhowmuchtheyagreedordisagreedwithstatementsconcerningthePresident’simmigrationpolicy.
Thishonestywasevidentintheirresponsestoquestionsabouthisimmigrationpolicy.
BelieveTrump’simmigrationpolicy“Willstop‘badhombres’fromenteringthecountry”(vs.17%ofNon-Supporters)
• ThesevisuallybroughttolifetheAmericaFirst,“keepout”messageSupportersseemtovalue.
• Notehowever,that26%ofSupportersarevery/somewhatconcernedthat“HeseemstoforgetthatAmericaisanationofimmigrants,”vs.93%ofNon-Supporters.
• Again,acarefullinetotread.
69%ofSupporters
Saytheir“Nationalistprideanddesiretoprotectourborders”hasbecomemoredominantsincetheelection
34%ofSupporters
35%ofSupporters
Saytheir“Honesty–nolongerhavingtopretendtobepoliticallycorrect”hasbecomemoredominantsincetheelection
86%ofSupporters
63%ofSupporters
Said“ItallowsustobehonestabouthowwefeelaboutMuslims,”(vs.14%ofNon-Supporters)
ThesamplechosetattooimagestorepresentthePresident’svisionforAmerica.
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Americans hold President Trump responsible for creating A Divided States of America.
The Learning: Theme #5a
WeaskedparticipantstodescribetheirrelationshipwithAmericasinceDonaldTrumpbecamePresident.
Agreethat“Mypoliticalviewshavedrivenawedgebetweenmeandmyfriends”
27%of Supporters
DescribetheirrelationshipwithAmericaascurrentlybeingestranged,feeling:
• “Dysfunctional–we’realways<ightinganddon'ttalkhonestlyanymore”(19%)• “Confused–Idon'tunderstandmyfellowAmericansanymore”(20%)• “Divorcedfromhalfthecountry”(14%)
53%of Americans
27%ofSupporters
93%ofNon-
Supporters
ThemajorityofTrumpNon-Supportersfeelthissenseofestrangement,whilefarfewerofSupportersdo.
23%ofSupporters
81%ofNon-
Supporters
Weexploredtheextenttowhichtheyfeelthenewpresidencyhasimpactedtheirrelationshipsandbehaviors.
Thisestrangementisprofoundlyimpactingeventheirmostimportantrelationships,withfriendsandfamily:
40%of Americans
Agreethey“Cannolongerhaveopenandhonestconversationswithsomefriendsorfamilymembers”–evenmoreforNon-Supporters’at48%
24%of Americans
Agreewith“Mypoliticalviewshavedrivenawedgebetweenmeandmyfamily”19%
of Americans
Agree“Idon'tfeelIbelonginmylocalcommunityduetomypoliticalviews”;evenworseforNon-Supportersat27%
23%of Americans
Areconcerned“He’screatedadividedAmerica”(63%ofthetotalsample)
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But they care strongly about uniting, and hold the President responsible for healing this divide!
The Learning: Theme #5b
Weaskedabouthowmuchparticipantscareaboutthecountryunifying,andhowoptimistictheyfeelaboutthishappening.
Infact,hisSupportersinclude“Hislackofattempttounifyadividedcountry”withinthetop10reasonsthatwillmostlikely
leadtoanunsuccessfulpresidency.
95%of Supporters
AmericansstronglycareaboutAmericaunitingandcomingtogether. 93%
of Non-Supporters
ButwhilemanySupportersareoptimisticthiscanhappen,fewerNon-Supportersareso. 79%
of Supporters30%
of Non-Supporters
SupportersandNon-Supportersarehoweverunitedintheirunhappinesswiththecurrentdivisionandagreethat“Witheverythinggoingon,IfeeltheneedtobeasniceaspossibletoeveryoneImeet.”
31%of Supporters
43%of Non-Supporters
AmericansarealsounitedintheirbeliefthatitisPresidentTrump’sresponsibilityto“healthedivideinAmerica.”
81%of Supporters
91%of Non-Supporters
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Trump Supporters love that he pledges to bring prosperity and safety to the country…
The Learning: Theme #6a
WeaskedparticipantshowtheyfeltaboutarangeofstatementspertainingtoPresidentTrump.
ThemaindriversofSupporters’love/likeforPresidentTrumparethathewillbringprosperityandsafetytothecountry.It’sthatsimple–andtheylovethatheiskeepingitthatsimple.
99%ofSupporters
Love/likethat“HesayshewillbringbackAmericanjobs,”(vs.47%ofNon-Supporters)
98%ofSupporters
Love/likethat“HewantsaveragehardworkingAmericanstogettheirshareofthepie”(vs.44%ofNon-Supporters)
97%ofSupporters
Love/likethat“Hehasaplantokeepussafe”(vs.33%ofNon-Supporters)
97%ofSupporters
Love/likethat“Hekeepsitsimple”(vs.28%ofNon-Supporters)
Thisbeliefthathecandeliverprosperityisrootedinhisbusinesssuccess,andasensethatwithhimastheboss/President,hisemployees/citizenswillnowbene<ittoo.
Supportersarealreadyfeelingempowered:21%feelthattheir“Ambitiontosucceed”hasbecomemoredominantsinceTrumpwaselected19%feeltheir“Self-worth”hasbecomemoredominant
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…but Supporters are also concerned about him not thinking before he speaks, being volatile, and not being able to take a joke!
Many,evenSupporters,areshowingconcernforhisvolatile,unpredictableandnon-Presidentialbehaviors:
The Learning: Theme #6b
WeaskedparticipantsaboutwhatmostconcernedthemaboutPresidentTrump.
WeaskedparticipantsaboutwhattheyfeltwouldmostlikelyleadtoanunsuccessfulpresidencyforTrump.
Interestingly,Non-Supportersseehisegoandvolatilityatthetopofthelistofreasonsthatwouldmostlikelyleadtoanunsuccessfulpresidency.
WhileSupporterssee“NotfulJillinghispromiseofbringingbackjobs”asthe#1reasonthatcouldleadtoanunsuccessfulpresidency(30%).ForSupporters,hisvolatilityislowdownthelistofreasons.
“Hedoesn’tthinkbeforehespeaks”
“Hecan’tcopewithpeoplecriticizingorlaughingathim”
“Heistoovolatileandreactive”
“HeisnotamanofGod”
“He’sequallyconcernedwithNorthKoreanukesasheiswiththehostoftheApprentice”
“He’sonTwittertoomuch”
“Hehasbeencaughtlying”
97% 37%
31%31%30%
29%
29%
33%
94%91%91%
52%
96%
87%NO
N-S
UPPO
RTER
SSUPPO
RTERS
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Americans are more stressed, anxious, and fearful than ever before.
Manytalkedabouttheirincreasedlevelsoffearandanxiety,fearinginternaldangersofcivilwarandunrest,andexternaldangersofwarandterrorism.
The Learning: Theme #7
Participantswereaskedaboutchangesintheirbehaviorsandattitudessincetheelection.
39%ofAmericans
• Agreedthatthey“Feelmorescaredthaneverbeforeaboutmysafetyandthatofmyfamily”
• 21%ofSupporters,and57%ofNon-Supporters
35%ofAmericans
• Agreedthat“Iamspendinglessmoney,becausethefutureseemsuncertain”
• 22%ofSupporters,and47%ofNon-Supporters
22%ofAmericans
• Agreedthatthey“Haveconsideredbuyingagun,duetofearofwhatmighthappen”
• 22%forSupporters,23%forNon-Supporters
31%ofAmericans
• Saytheir“levelofanxiety”hasincreasedsincethestartofthenewpresidency
• 9%forSupporters,54%forNon-Supporters
29%ofAmericans
• Say“stress”hasincreased• 51%forNon-Supporters,7%forSupporters
15%ofAmericans
• Saythattheyaresleepingless• 6%downamongSupporters,25%downamongNon-Supporters
Psych Immersion Participant
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Non-Supporters of the President would do more to guarantee his early removal from office, than Supporters would do to guarantee a second term.
TrumpNon-SupporterswouldgladlygiveuptheessentialsofdailylivingforaguaranteethatthePresidentisremovedfromof<icebeforetheendofhis<irstterm.
The Learning: Theme #8
Weaskedparticipantswhattheywouldgiveupforayear–toguaranteePresidentTrump’sremovalfromof<icebeforetheendofhis<irstterm–ortoguaranteehissecondterm.
%ofSupporterswhowouldgivethisupforayeartoguaranteeTrumpasecond
term
%ofNon-SupporterswhowouldgivethisupforayeartoseeTrumpremovedfromof<icebeforeendof<irstterm
26%43%
Supportersweren’taswillingtosacriJiceonthesamelevels,toguaranteehisre-electionforasecondterm!
BEER
CHOCOLATE
ALCOHOL
COFFEE
VACATION
SMOKING
SEX
MY BONUS
TELEVISION
SMARTPHONE
42% 17%
23%42%
40% 19%
17%37%
37% 26%
13%32%
14%32%
31% 11%
17%30%
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Millennials seem most impacted by the new Presidency – more Millennials feel ashamed to be American, and scared and divided from their communities, than other demographics.
The Learning: Theme #9
Agreethat“People’spoliticalviewshavebecometheprimarywayIjudgethem,”vs.22%forBabyBoomers
“Feelmorescaredthaneverbeforeaboutmysafetyandthatofmyfamily,”vs.34%ofBabyBoomers
Millennials’senseofshameinbeingAmericanmorethandoubledfromayearago,a146%increase(13%-32%),vs.a25%increaseforBabyBoomers(20%-25%).
Theyalsoarethedemographicthatisfeelingthemostdividedfromtheirfriends,familyandcommunityduetotheirpoliticalviews:
44%of Millennials
38%of Millennials
Agreethat“Mypoliticalviewshavedrivenawedgebetweenmeandmyfriends,”vs.14%ofBabyBoomers
Agreethat“Mypoliticalviewshavedrivenawedgebetweenmeandmyfamily,”vs.just8%ofBabyBoomers
37%of Millennials
Agreethat“Idon'tfeelIbelonginmylocalcommunityduetomypoliticalviews,”vs.16%ofBabyBoomers
34%of Millennials
Theyarealsomorescaredabouttheirsafety
48%of Millennials
“Haveconsideredbuyingagunduetofearofwhatmighthappen,”vs.14%ofBabyBoomers
34%of Millennials
Millennialsarealsothedemographicwhofeelthegreatestincreaseintheirsenseofsocialresponsibility:
“Havebecomemoreofasocialactivist”vs.19%ofBabyBoomers41%of Millennials
Psych Immersion Participant
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Many Americans seem to be less trusting of the media right now…
The Learning: Theme #10a
Weaskedparticipantsabouttheirmediahabits,andtheirperceptionsofthenewsoutletssincetheelection.
Andalsoperhapsnotsurprisingly,Non-SupportersareshowingsupportforthemediainresponsetoattacksfromtheWhiteHouse.
81%ofNon-Supporters
“Questiontheintegrityoftheadministration,whentheybegintoclampdownonthefreedomofthepress”,vs.25%ofSupporters.
71%ofNon-Supporters
Agreethat“ThemorePresidentTrump’sadministrationattacksmediaoutletsliketheNewYorkTimesandCNN,themoreJirmlyIsupportthemediaoutlets,”vs.20%ofSupporters.
67%ofNon-Supporters
Agreethat“Givenwhatjournalistsaregoingthroughtoday,Ionlyhaveadeeperrespectforthem”,vs.21%ofSupporters.
Perhapsnotsurprisingly,TrumpSupportersarepleasedwithhowtheWhiteHouseistreatingthemedia.
67%ofSupporters
Agreethat“IlovehowPresidentTrump’sadministrationistreatingthepress”,vs.9%forNon-Supporters.
Butnonetheless,SupportersandNon-Supportersalike,arefeelingmoreskepticalaboutwhattheycantrustinthenews:
60%ofAmericans
Agreethat“I’vebecomeskepticalofwhatmayormaynotbetrueonline”–also65%ofSupporters,56%ofNon-Supporters.
55%ofNon-Supporters
Agreethat:“Inmyopinion,theNYTneverpublishes“fakenews”–vs.38%ofthetotalsampleand22%ofSupporters.
49%ofNon-Supporters
Agreethat:“Inmyopinion,theWSJneverpublishes“fakenews”–vs.37%ofthetotal,26%ofSupporters.
TrustfortheNYTandWSJweren’tparticularlystrong,evenamongNon-Supporters
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…and are engaging with news outlets much less.
The Learning: Theme #10b
Weaskedparticipantsabouttheirmediahabits,andtheirperceptionsofthenewsoutletssincetheelection.
TheresultofthisskepticismtowardsthemediaandnegativefeelingstowardsPresidentTrump(forNon-Supporters),isthatnow,followinganinitial<lurryofintensemediaengagement,aboutathirdofAmericansareengaginglesswithnewsmedia(especiallyNon-Supporters):
31%of Americans
Agreethat“Iamreadingawidervarietyofnewssourcestohearwhatbothsidesaresaying”–46%ofSupporters,and49%ofNon-Supporters
Agreethat“I’mavoidingnewsmediamorebecauseIcan’tbeartoseewhatTrumphassaidordonenow,”vs.42%ofNon-Supporters,and19%ofSupporters.
31%of Americans
Agreethat“Ihavestoppedwatching/readingthenews,orareengagingmuchless,”vs.33%ofSupporters,28%ofNon-Supporters.
However…47%of Americans
26%of Americans
Agreethat“Iamusingsocialmediamoreforpoliticalupdates,thanforkeepingintouchonpersonalnews”–truefor24%ofSupporters,and28%ofNon-Supporters.
28%of Americans
Agreethat“IamcheckingFacebookandothersocialmediamuchmoreoften”–27%ofSupporters,30%ofNon-Supporters.
28%of Supporters
Agreethat“IgoonTwitteronlytoseewhatTrumphastosay,”vs.only11%ofNon-Supporters.
Theroleofsocialmediaseemstobechanging,withmorepeopleusingitfornewsupdatesthanforpersonalnews.
