Mr Branding: Political Alignment Key as 78% Avoid Brands from Disliked Countries

Thursday, November 7, 2024

Political Alignment Key as 78% Avoid Brands from Disliked Countries

A survey of 15,000 respondents from 15 countries by Edelman found that 26% of the respondents think that brands should talk about politics more, while 20% said that brands are talking too much about politics. 46% of the respondents said that brands should talk more about climate, while 42% said that brands should talk more about fair pay. 60% of people now buy, switch, or avoid brands based on personal politics. They’re making choices, boycotting brands that stay silent, and using purchases as statements. It’s more than shopping; it’s alignment—and that number is climbing.

They survey also found that 6 in 10 respondents only buy brands to express their politics. 78% of the respondents said that they do not buy from brands if they are from a country they do not like. This response was mostly from China (88%), followed by Saudi Arabia (82%) and India (75%). 78% also said that they do not buy from foreign brands if they are headquartered in the countries they do not like.

The survey also found that 79% of respondents are also worried about elections and effects it can have on society. 77% worry about climate change and nuclear war too. 70% of the respondents are also concerned about their personal safety.