ENTERPRISERS
PAST TYPOLOGY COUNTERPART: Staunch Conservatives, Enterprisers
9% OF ADULT POPULATION
10% OF REGISTERED VOTERS
PARTY ID: 81% Republican, 18% Independent/No Preference, 1% Democrat (98% Rep/Lean Rep)
BASIC DESCRIPTION: As in 1994 and 1999, this extremely partisan Republican group’s politics are driven by a belief in the free enterprise system and social values that reflect a conservative agenda. Enterprisers are also the strongest backers of an assertive foreign policy, which includes nearly unanimous support for the war in Iraq and strong support for such anti-terrorism efforts as the Patriot Act.
DEFINING VALUES: Assertive on foreign policy and patriotic; anti-regulation and pro-business; very little support for government help to the poor; strong belief that individuals are responsible for their own well being. Conservative on social issues such as gay marriage, but not much more religious than the nation as a whole. Very satisfied with personal financial situation.
| Key Beliefs: | General Population | Enterprisers |
| Most corporations make a fair and reasonable amount of profit | 39% | 88% |
| Stricter environmental laws and regulations cost too many jobs and hurt the economy | 31% | 74% |
| Using overwhelming military force is the best way to defeat terrorism around the world | 39% | 84% |
| Poor people today have it easy because they can get government | 34% | 73% |
WHO THEY ARE: Predominantly white (91%), male (76%) and financially well-off (62% have household incomes of at least $50,000, compared with 40% nationwide). Nearly half (46%) have a college degree, and 77% are married. Nearly a quarter (23%) are themselves military veterans. Only 10% are under age 30.
LIFESTYLE NOTES: 59% have a gun in the home; 53% trade stocks and bonds, and 30% are small business owners all of which are the highest percentages among typology groups. 48% attend church weekly; 36% attend bible study or prayer group meetings.
2004 ELECTION: Bush 92%, Kerry 1%. Bush’s most reliable supporters (just 4% of Enterprisers did not vote)
MEDIA USE: Enterprisers follow news about government and politics more closely than any other group, and exhibit the most knowledge about world affairs. The Fox News Channel is their primary source of news (46% cite it as a main source) followed by newspapers (42%) radio (31%) and the internet (26%).
SOCIAL CONSERVATIVES
PAST TYPOLOGY COUNTERPART: Moralists, Moderate Republicans
11% OF ADULT POPULATION
13% OF REGISTERED VOTERS
PARTY ID: 82% Republican, 18% Independent/No Preference, 0% Democrat (97% Rep/Lean Rep)
BASIC DESCRIPTION: While supportive of an assertive foreign policy, this group is somewhat more religious than are Enterprisers. In policy terms, they break from the Enterprisers in their cynical views of business, modest support for environmental and other regulation, and strong anti-immigrant sentiment.
DEFINING VALUES: Conservative on social issues ranging from gay marriage to abortion. Support an assertive foreign policy and oppose government aid for the needy, believing people need to make it on their own. Strongly worried about impact of immigrants on American society. More middle-of-the-road on economic and domestic policies, expressing some skepticism about business power and profits, and some support for government regulation to protect the environment. While not significantly better-off than the rest of the nation, most express strong feelings of financial satisfaction and security.
| Key Beliefs: | General Population | Social Conservatives |
| Homosexuality is a way of life that should be discouraged by society | 44% | 65% |
| The growing number of newcomers from other countries threatens traditional American customs and values | 40% | 68% |
| Poor people today have it easy because they can get government benefits without doing anything in return | 34% | 68% |
| Business corporations make too much profit | 54% | 66% |
WHO THEY ARE: Predominantly white (91%), female (58%) and the oldest of all groups (average age is 52; 47% are 50 or older); nearly half live in the South. Most (53%) attend church weekly; 43% are white evangelical Protestants (double the national average of 21%).
LIFESTYLE NOTES: 56% have a gun in their home, and 51% attend Bible study groups.
2004 ELECTION: Bush 86%, Kerry 4%.
MEDIA USE: Half of Social Conservatives cite newspapers as a main source of news; the Fox News Channel (34%) and network evening news (30%) are their major TV news sources.
PRO-GOVERNMENT CONSERVATIVES
PAST TYPOLOGY COUNTERPART: Populist Republicans
9% OF ADULT POPULATION
10% OF REGISTERED VOTERS
PARTY ID: 58% Republican, 40% Independent/No Preference, 2% Democrat (86% Rep/Lean Rep)
BASIC DESCRIPTION: Pro-Government Conservatives stand out for their strong religious faith and conservative views on many moral issues. They also express broad support for a social safety net, which sets them apart from other GOP groups. Pro-Government Conservatives are skeptical about the effectiveness of the marketplace, favoring government regulation to protect the public interest and government assistance for the needy. They supported George W. Bush by roughly five-to-one.
DEFINING VALUES: Religious, financially insecure, and favorable toward government programs. Support the Iraq war and an assertive foreign policy, but less uniformly so than Enterprisers or Social Conservatives. Back government involvement in a wide range of policy areas, from poverty assistance to protecting morality and regulating industry.
| Key Beliefs: | General Population | Pro-gov’t Conservatives |
| Books that contain dangerous ideas should be banned from public school libraries | 44% | 62% |
| Religion is a very important part of my life | 74% | 91% |
| The government should do more to help needy Americans, even if it means going deeper into debt | 57% | 80% |
| Government regulation of business is necessary to protect the public | 49% | 66% |
| We should all be willing to fight for our country, whether it is right or wrong | 46% | 67% |
WHO THEY ARE: Predominately female (62%) and relatively young; highest percentage of minority members of any Republican-leaning group (10% black, 12% Hispanic). Most (59%) have no more than a high school diploma. Poorer than other Republican groups; nearly half (49%) have household incomes of less than $30,000 (about on par with Disadvantaged Democrats). Nearly half (47%) are parents of children living at home; 42% live in the South.
LIFESTYLE NOTES: Most (52%) attend religious services at least weekly; nearly all describe religion as “very important” in their lives. Gun ownership is lower (36%) than in other GOP groups. Just 14% trade stocks and bonds in the market; 39% say someone in their home has faced unemployment in the past year.
2004 ELECTION: Bush 61%, Kerry 12%. Fully 21% said they didn’t vote in November.
MEDIA USE: Most Pro-Government Conservatives consult traditional news sources, including newspapers (48%) and network TV (31%). No more or less engaged in politics than the national average.
UPBEATS
PAST TYPOLOGY COUNTERPART: New Prosperity Independents, Upbeats
11% OF ADULT POPULATION
13% OF REGISTERED VOTERS
PARTY ID: 56% Independent/No Preference, 39% Republican, 5% Democrat (73% Rep/Lean Rep)
BASIC DESCRIPTION: Upbeats express positive views about the economy, government and society. Satisfied with their own financial situation and the direction the nation is heading, these voters support George W. Bush’s leadership in economic matters more than on moral or foreign policy issues. Combining highly favorable views of government with equally positive views of business and the marketplace, Upbeats believe that success is in people’s own hands, and that businesses make a positive contribution to society. This group also has a very favorable view of immigrants.
DEFINING VALUES: Very favorable views of government performance and responsiveness defines the group, along with similarly positive outlook on the role of business in society. While most support the war in Iraq, Upbeats have mixed views on foreign policy but most favor preemptive military action against countries that threaten the U.S. Religious, but decidedly moderate in views about morality.
| Key Beliefs: | General Population | Upbeats |
| Government often does a better job than people give it credit for | 45% | 68% |
| Most elected officials care what people like me think | 32% | 64% |
| Most corporations make a fair and reasonable profit | 39% | 78% |
| Immigrants strengthen our country | 45% | 72% |
| As Americans, we can always find ways to solve our problems and get what we want | 59% | 74% |
WHO THEY ARE: Relatively young (26% are under 30) and well-educated, Upbeats are among the wealthiest typology groups (39% have household incomes of $75,000 or more). The highest proportion of Catholics (30%) and white mainline Protestants (28%) of all groups, although fewer than half (46%) attend church weekly. Mostly white (87%), suburban, and married, they are evenly split between men and women.
LIFESTYLE NOTES: High rate of stock ownership (42%, 2nd after Enterprisers).
2004 ELECTION: Bush 63%, Kerry 14%.
MEDIA USE: Upbeats are second only to Liberals in citing the internet as their main news source (34% compared with 23% nationwide); 46% also cite newspapers. No more or less engaged in politics than the national average.
DISAFFECTEDS
PAST TYPOLOGY COUNTERPART: Embittered, Disaffecteds
9% OF ADULT POPULATION
10% OF REGISTERED VOTERS
PARTY ID: 68% Independent/No Preference, 30% Republican, 2% Democrat (60% Rep/Lean Rep)
BASIC DESCRIPTION: Disaffecteds are deeply cynical about government and unsatisfied with both their own economic situation and the overall state of the nation. Under heavy financial pressure personally, this group is deeply concerned about immigration and environmental policies, particularly to the extent that they affect jobs. Alienated from politics, Disaffecteds have little interest in keeping up with news about politics and government, and few participated in the last election.
DEFINING VALUES: Despite personal financial strain and belief that success is mostly beyond a person’s control Disaffecteds are only moderate supporters of government welfare and assistance to the poor. Strongly oppose immigration as well as regulatory and environmental policies on the grounds that government is ineffective and such measures cost jobs.
| Key Beliefs: | General Population | Disaffecteds |
| Immigrants today are a burden on our country because they take our jobs, housing and health care | 44% | 80% |
| Government is always wasteful and inefficient | 47% | 70% |
| Most elected officials don’t care what people like me think | 63% | 84% |
| Hard work and determination are no guarantee of success for most people | 28% | 48% |
WHO THEY ARE: Less educated (70% have attended no college, compared with 49% nationwide) and predominantly male (57%). While a majority (60%) leans Republican, three-in-ten are strict independents, triple the national rate. Disaffecteds live in all parts of the country, though somewhat more are from rural and suburban areas than urban.
LIFESTYLE NOTES: Somewhat higher percentages than the national average have a gun in the home, and report that someone in their house has been unemployed in the past year.
2004 ELECTION: Bush 42%, Kerry 21%. Nearly a quarter (23%) said they didn’t vote in the last election.
MEDIA USE: Disaffecteds have little interest in current events and pay little attention to the news. No single medium or network stands out as a main source.
LIBERALS
PAST TYPOLOGY COUNTERPART: Liberal Democrats/Seculars/60’s Democrats
17% OF GENERAL POPULATION
19% OF REGISTERED VOTERS
PARTY ID: 59% Democrat; 40% Independent/No Preference, 1% Republican (92% Dem/Lean Dem)
BASIC DESCRIPTION: This group has nearly doubled in proportion since 1999. Liberal Democrats now comprise the largest share of Democrats. They are the most opposed to an assertive foreign policy, the most secular, and take the most liberal views on social issues such as homosexuality, abortion, and censorship. They differ from other Democratic groups in that they are strongly pro-environment and pro-immigration.
DEFINING VALUES: Strongest preference for diplomacy over use of military force. Pro-choice, supportive of gay marriage and strongly favor environmental protection. Low participation in religious activities. Most sympathetic of any group to immigrants as well as labor unions, and most opposed to the anti-terrorism Patriot Act.
| Key Beliefs: | General Population | Liberals |
| Relying too much on military force to defeat terrorism creates hatred that leads to more terrorism | 51% | 90% |
| I worry the government is getting too involved in the issue of morality | 51% | 88% |
| Stricter environmental laws and regulations are worth the cost | 60% | 89% |
| Poor people have hard lives because government benefits don’t go far enough to help them live decently | 52% | 80% |
WHO THEY ARE: Most (62%) identify themselves as liberal. Predominantly white (83%), most highly educated group (49% have a college degree or more), and youngest group after Bystanders. Least religious group in typology: 43% report they seldom or never attend religious services; nearly a quarter (22%) are seculars. More than one-third never married (36%). Largest group residing in urban areas (42%) and in the western half the country (34%). Wealthiest Democratic group (41% earn at least $75,000).
LIFESTYLE NOTES: Largest group to have been born (or whose parents were born) outside of the U.S. or Canada (20%). Least likely to have a gun in the home (23%) or attend bible study or prayer group meetings (13%).
2004 ELECTION: Bush 2%, Kerry 81%
MEDIA USE: Liberals are second only to Enterprisers in following news about government and public affairs most of the time (60%). Liberals’ use of the internet to get news is the highest among all groups (37%).
CONSERVATIVE DEMOCRATS
PAST TYPOLOGY COUNTERPART: Socially Conservative Democrats / New Dealers
14% OF ADULT POPULATION
15% OF REGISTERED VOTERS
PARTY ID: 89% Democrat, 11% Independent/No Preference, 0% Republican,(98% Dem/Lean Dem)
BASIC DESCRIPTION: Religious orientation and conservative views set this group apart from other Democratic-leaning groups on many social and political issues. Conservative Democrats’ views are moderate with respect to key policy issues such as foreign policy, regulation of the environment and the role of government in providing a social safety net. Their neutrality on assistance to the poor is linked, at least in part, to their belief in personal responsibility.
DEFINING VALUES: Less extreme on moral beliefs than core Republican groups, but most oppose gay marriage and the acceptance of homosexuality, and support a more active role for government in protecting morality. No more conservative than the national average on other social issues such as abortion and stem-cell research. Most oppose the war in Iraq, but views of America’s overall foreign policy are mixed and they are less opposed to Bush’s assertive stance than are other Democratic groups.
| Key Beliefs: | General Population | Conservative Democrats |
| It is necessary to believe in God in order to be moral and have good | 50% | 72% |
| Most people who want to get ahead can make it if they’re willing to work hard | 68% | 82% |
| We should all be willing to fight for our country, whether it is right or wrong | 46% | 49%** |
| The government should do more to help needy Americans, even if it means going deeper into debt | 57% | 59%** |
| ** Figures are notable for being so different from other Democratic groups. |
WHO THEY ARE: Older women and blacks make up a sizeable proportion of this group (27% and 30%, respectively). Somewhat less educated and poorer than the nation overall. Allegiance to the Democratic party is quite strong (51% describe themselves as “strong” Democrats) but fully 85% describe themselves as either conservative or moderate ideologically.
LIFESTYLE NOTES: 46% attend church at least once a week, 44% attend Bible study or prayer group meetings, a third (34%) have a gun in their house.
2004 ELECTION: Bush 14%, Kerry 65%.
MEDIA USE: Emphasis on traditional providers as main news sources: newspapers (50%) and network TV news (42%).
DISADVANTAGED DEMOCRATS
PAST TYPOLOGY COUNTERPART: Partisan Poor
10% OF GENERAL POPULATION
10% OF REGISTERED VOTERS
PARTY ID: 84% Democrat; 16% Independent/No Preference, 0% Republican (99% Dem/Lean Dem)
BASIC DESCRIPTION: Least financially secure of all the groups, these voters are very anti-business, and strong supporters of government efforts to help the needy. Minorities account for a significant proportion of this group; nearly a third (32%) are black, roughly the same proportion as among Conservative Democrats. Levels of disapproval of George W. Bush job performance (91%) and candidate choice in 2004 (82% for Kerry) are comparable to those among Liberals.
DEFINING VALUES: Most likely to be skeptical of an individual’s ability to succeed without impediments and most anti-business. Strong belief that government should do more to help the poor, yet most are disenchanted with government. Strongly supportive of organized labor (71% have a favorable view of labor unions).
| Key Beliefs: | General Population | Disadvantaged Democrats |
| Hard work and determination are no guarantee of success for most people | 28% | 79% |
| Poor people have hard lives because government benefits don’t go far enough to help them live decently | 52% | 80% |
| Most elected officials don’t care what people like me think | 63% | 87% |
| Business corporations make too much profit | 54% | 76% |
| We should pay less attention to problems overseas and concentrate on problems here at home | 49% | 72% |
WHO THEY ARE: Low average incomes (32% below $20,000 in household income); most (77%) often can’t make ends meet. Six-in-ten are female. Three-in-ten (32%) are black and 14% are Hispanic. Not very well educated, 67% have at most a high-school degree. Nearly half (47%) are parents of children living at home.
LIFESTYLE NOTES: Nearly a quarter (23%) report someone in their household is a member of a labor union, and 58% report that they or someone in the home has been unemployed in the past year both far larger proportions than in any other group. Only 27% have a gun in the home.
2004 ELECTION: 2% Bush, 82% Kerry
MEDIA USE: Largest viewership of CNN as main news source among all groups (31%). Only group in which a majority (53%) reads newspapers.
BYSTANDERS
PAST TYPOLOGY COUNTERPART: Bystanders
10% OF ADULT POPULATION
0% OF REGISTERED VOTERS
PARTY ID: 56% Independent/No Preference, 22% Republican, 22% Democrat
BASIC DESCRIPTION: These Americans choose not to participate in or pay attention to politics, or are not eligible to do so (non-citizens).
DEFINING VALUES: Cynical about government and the political system. Uninterested in political news.
| Key Beliefs: | General Population | Bystanders |
| Follow what’s going on in government and public affairs | 80% | 45% |
| Voted in 2004 Presidential election | 74% | 3% |
WHO THEY ARE: Young (39% are under age 30, average age is 37). Lowest education (24% have not finished high school). Less religious than any group other than Liberals (26% attend church weekly). Largely concentrated in the South and West, relatively few in the East and Midwest. One-in-five are Hispanic.
LIFESTYLE NOTES: About half (49%) say they often can’t make ends meet, fewer than among Pro-Government Conservatives, Disadvantaged Democrats or Disaffecteds; 30% attend bible groups or prayer meetings; 30% own a gun.
2004 ELECTION: 96% did not vote in presidential election.
MEDIA USE: Television is the main news source for Bystanders (79%) as for all other typology groups, with network news (24%) the most frequently cited TV source; 34% read newspapers and 23% get their news from the radio.
