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

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

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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.

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