Can Brands Reunite Us?
Our Privacy Policy has been updated! The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "OK", you acknowledge our privacy policy and consent to the use of cookies. 

The US elections have shown a divided country at the ballot box, but this doesn’t have to be the case at the store. In fact, by emphasizing values that are not perceived as aligning with a specific political party but are more universally embraced, brands can tap into a broader market and be unifiers as a side effect. Such values can include quality, innovation, health, human connection, or happiness.

Key Insights

The US elections have shown a divided country at the ballot box, but this doesn’t have to be the case at the store. In fact, by emphasizing values that are not perceived as aligning with a specific political party but are more universally embraced, brands can tap into a broader market and be unifiers as a side effect. Such values can include quality, innovation, health, human connection, or happiness.

Key Insights

  • More than ever, brands need to be on top of their target audiences’ perceptions and preferences and be clear about their brand values and points of differentiation.
  • According to our September Consumer Confidence Survey®, almost half of US consumers now perceive brands as having a conservative or liberal leaning, either subtly or expressly. Only 14% don’t share this perception (see graphic). But brands’ appearing political has become less appealing to consumers.
  • The share of US consumers who think companies should actively involve themselves in important societal and political issues through words and actions has dropped from 47% in 2022 to 33% in 2024. In the same time span, the share of those who bought or recommended a brand more often due to the brand’s social/political stance also dropped, from 43% to 34% (it’s highest for under-35s at 45% vs. 25% for 55+). Plus, a consistent share of around 40% of consumers have boycotted brands for their stances on issues.

 Almost half of US consumers perceive brands as having a political leaning, but only a third think brands should get involved in social/political issues

 

Post-Election Brand Management

The pendulum is shifting away from an emphasis on progressive values. In recent years, brands have increasingly taken stances on social and political issues, driven in part by the interests of the youngest generations—a large current and future customer base with the power to influence other generations. Gen Y and Gen Z grew up environmentally and socially conscious, diverse, and vocal, with their digital savvy amplifying their voice on social media and influencing brand strategies. But this influence has cont

This publication is available to you, but you need to sign in to myTCBTM or create an account to access it.To learn more about becoming a Member click here. To check if your company is a Member, click here

Forgot Password?

 

Keep my computer signed in

 

By Clicking 'Create Account',
You Agree To Our Terms Of Use

Create Account  

Members of The Conference Board get exclusive access to Trusted Insights for What’s AheadTM through publications, Conferences and events, webcasts, podcasts, data & analysis, and Member Communities.

Author

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

Read Bio

Other Related Resources

✕
hubCircleImage