During the last 18 months, we’ve observed the increased importance consumers are placing on knowing the “politics” of the brands they buy. In addition to its history, product attributes, and community involvement, a brand’s political stance is something young consumers want to understand, making politics a new factor in a brand’s DNA.
Our consumer study produced some surprising results that indicate millennials and older Gen Z consider a brand’s politics as more than just a litmus test to determine what to buy.
Recently, there have been multiple examples of brands intentionally (and some unintentionally) becoming involved in the political discourse. One such instance included ride-sharing brands Uber and Lyft. It’s among the most notable examples because Lyft seized on the opportunity to differentiate its brand from Uber, calling President Trump’s executive order, “…antithetical to both Lyft’s and our nation’s core values” and promised a donation of $1,000,000 to the ACLU. To read more about Uber and Lyft’s PR battle, see The Atlantic.