Political advocacy can affect a brand’s consumer perceptions as well as sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 20, 2020, 1:50 AM UTC

168 managers across industries and MBA students were surveyed to understand consumer feelings about political advocacy by companies.

This piece states that though the impact of political activity may not be universally felt among consumers, businesses should consider their involvement in partisan activities. The survey revealed that participants viewed engaging in liberal advocacy as “neither good nor bad”, indicating it was seen as an extension of a business model.

Survey respondents acknowledged political advocacy is both, a way for businesses to connect with consumers as well to promote their brand. The article also highlights that the impact age and gender have on consumer attitudes towards a brands’ political activities.

People aged 40 and above were less likely to buy products from a brand after learning of political affiliations. Similarly, women were also nearly 10% less likely to purchase from a company after learning about their political stance.

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