Infographic: Consumers Aren’t Sure They Want Brands to Get Political

Nearly half can’t say whether they’d switch over opposing views

Research shows an ambivalence towards brands leaning into politics.
Research shows an ambivalence toward brands leaning into politics.
Carlos Monteiro

With the divisive nature of politics today and what promises to be a bitterly contentious presidential election just around the corner, the pressure on brands to decide whether to weigh in on the issues that matter to consumers will only intensify.

According to new research from performance marketing company Fluent, consumers care most about gun violence, jobs and the economy, but they aren’t really sure how they feel about brands taking political stands. Nearly half of those surveyed across political affiliations and age groups are ambivalent about buying from brands that don’t support their political views. They’re also not sure whether to switch brands for the same reason. And more than half are uncertain about buying from brands that take political stances at all.

“By taking a consumer-first approach and leveraging customer data to understand the impact of politics in the shopping journey, brands have the potential to gain a deeper understanding of their customers’ beliefs and what issues mean the most to them,” said Jeff Pavelcsyk, industry vp, consumer goods and lifestyle at Fluent.

This story first appeared in the Oct. 21, 2019, issue of Adweek magazine. Click here to subscribe.

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