LAB42 WHITE PAPER —- Divided we brand: Understanding the impact of political polarization on consumer behavior and brand strategy

Divided We Brand: Political Polarization and Its Impact on Consumer Behavior

White Paper | June 2024

Background & Objectives

As the 2024 elections near, political polarization continues to intensify. Lab42 set out to understand how ideology affects consumer support for brands and their buying behavior.

Goals of the study:

• Measure the effects of polarization on consumer choices

• Identify whether consumers support brands taking stands on social or political issues, and to what extent

• Explore how polarization impacts reactions to brands overall

Introduction

Political views don’t just shape votes — they shape the media people consume and the brands they choose. For companies, this means that even a single action or message can change consumer loyalty.

Lab42 surveyed 1,000 Americans to see how divisions show up in buying habits. Clear patterns emerged in who supports what and how consumers respond when brands take positions.

Methodology

• Fieldwork: May 13–23, 2024

• Sample: 1,000 U.S. adults (18+), balanced to census benchmarks on age, gender, region, and ethnicity

• Approach: Respondents recruited through social platforms, e-commerce, and apps, then screened for inclusion

Key Findings

Demographics & Media Habits by Ideology

• Conservatives: Older, male, white, less education, lower social media use, rely on conservative TV

• Moderates: Younger, female, skew Hispanic, medium social media use, rely on traditional TV, heavy Facebook users

• Liberals: Younger, female, minority, more educated, heavy social media users, liberal-leaning TV

Support for Brand Stands

• Social causes (donations, gender equality, DEI) = broad support

• Political and religious stands = negative response

Themes in Advertising

• Diversity themes are generally well-received

• LGBTQ+, religious language, and BLM themes see reduced sentiment, especially among moderates and conservatives

Impact on Purchasing

• About one-third stop buying from brands that take a stand

• If a stance conflicts with their beliefs: 43% stop buying, 25% boycott

• Very liberal and very conservative consumers react the most strongly

Implications for Brands

1. Research first — Understand which issues align with both customer and employee values

2. Define your mission — Use brand values as the filter for choosing causes

3. Be authentic — Consistency builds trust, opportunism backfires

4. Plan for backlash — Expect pushback, especially online

5. Don’t reverse insincerely — Walking back a stance can be worse than holding it

6. Avoid divisive issues — Unless core to your base, steer clear of hot-button politics or religion

Conclusion

Polarization is reshaping how consumers view and choose brands. Taking a stand can strengthen loyalty or trigger boycotts, making alignment with core values essential. Brands that move strategically and authentically are better positioned to maintain trust and avoid costly missteps.