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A new survey on the subject of business and politics brings data to this business decision.
Here are the key findings:
1) Most respondents say brands should stay clear of politics.
Nearly half (49%) of overall respondents said brands should not weigh in on political issues. However, it’s not a majority because about one-third said they believe brands should get involved, while another 22% were unsure. Sentiment analysis around this question suggests context matters.
2) Younger respondents more likely to mix business and politics.
A cross-tab analysis by age shows a compelling correlation between age and the viewpoint on this question. Younger people, ages 18-29, were more likely to say brands should take political sides publicly (56%). The older the respondent, the more likely they were to stay brands should abstain from politics.
3) To agree or disagree is a critical question.
If a brand takes a public political position that respondents agreed with, about half (48%) were more likely to make a purchase while the other half (47%) were indifferent. However, the numbers swing the other way if the brand takes a position with which they disagree – 53% were less likely to make a purchase and 40% were indifferent.
4) Women are more likely to act than men.
A cross-tab analysis of this question by gender shows respondents that identified as women were 16% more likely than men to take action against a brand that takes a political position with which they disagree. This shows while men are more likely to say brands shouldn’t get involved in politics, they are also less likely to act if a brand does pick a political side.
5) Quality, convenience, and price have a mitigating effect.
If the quality, convenience or price of a product or service was better than the competition, respondents said they would still buy from a brand even if they took a political position with which they disagree.
This survey was conducted using a commercially available online research panel from October 19, 2018, to October 20, 2018. The poll queried U.S. respondents ages 18-79 about their views about the public endorsement of political views by commercial businesses. A total of 263 respondents completed the survey and has a margin of error at (+/-) 6%. The percentages on individual questions may not add up perfectly to 100% where rounding is applied.