Digital.com Survey Shows Nearly 50 Percent of Consumers Are Unlikely to Buy from Companies with Opposing Political Views
Most shoppers also consider a brand’s stance on sustainability, diversity, and equity issues when purchasing products or services
Digital.com, a leading independent review website for small business online tools, products, and services, has published a new study to assess consumer behavior towards companies that express political views or affiliation. The survey report examines responses from 1,250 Americans ages 18 and older and highlights key points on how politics and social issues influence their buying decisions.
The study shows that 47 percent of consumers are unlikely to buy products or services from companies not aligned with their political views. Women are also more likely to make purchasing decisions based on political leanings. Fifty-three percent of women say they are unlikely to buy from companies with different political views, compared to 38 percent of men. The top reasons women consider politics when patronizing businesses are that they do not want their money to support causes they oppose, and they want it to have an impact beyond the purchase.
Similarly, women and Hispanic/Latino respondents are least likely to buy from companies that do not have stated DEI (diversity, equity, and inclusion) policies. The survey indicates that Forty-four percent of women and 50 percent of Hispanic/Latino shoppers will consider these policies when making a purchase. DEI policies are also important among Democrats, with 46 percent who say they are unlikely to patronize businesses that do not have them. Thirty-nine percent of independents and 29 percent of Republicans are against buying products or services from companies without DEI policies.
“Brand alignment and company values are crucial when it comes to attracting loyal customers, and this insightful data can help businesses effectively shape their policies and messaging,” says digital marketing executive Huy Nguyen. “Our study proves that American consumers prefer to spend their money with companies that share their political views and support the same causes.”
Research findings also show that sustainability issues are more significant among specific age groups. Fifty-five percent of Gen Zers, individuals ages 18-24, say they are unlikely to buy from a company that does not have a published sustainability policy. Forty-one percent of respondents aged 25 to 34 years old and 47 percent of 45 to 54-year-olds also have similar views when it comes to sustainability issues and topics.