Last year’s political season made it very clear that the country is divided. But these maps from the New York Times confirm that, beyond political beliefs, our divisions are essentially cultural. If we define culture as the behaviors, beliefs and values that a group of people accept as a way of life, our cultural division should grab the attention of marketers across all industries.

We are looking forward to the next few years when brands will eventually need to take a stance about their values and what they believe in. There’s nowhere to hide. People will buy and support companies that share their beliefs.