Why brands need to know their consumers’ values — and their own

Ipsos research indicates that many Americans vote with their wallets — and that the link between politics and purchases is complex. To manage risk in everything from marketing to manufacturing, businesses and brands need a window into these dynamics.

In a recent Ipsos study, about 40% of Americans said they support (or boycott) businesses based on how their political beliefs align with a business’s values. In other words, when media cycles and politicians pull private corporations into the political fray, the unwelcome attention can pose a threat to their bottom line.

To prepare for these risks, brands must stay true to their principles and values. But a solid brand identity follows from a multidimensional understanding of one’s audience, not only as consumers, but also as partisans, voters, activists and individuals — because when people pull out their wallet, they don’t leave their convictions behind.

For further reading

• Why political polarization means brands need to clarify their purpose
• Politics and business: Tactics for surviving hyper-partisan consumers 
• Ipsos Top Topics: Diversity Equity, and Inclusion