The last several months have been some of the most politically fraught for American businesses. Major US brands must contend with mounting pressure to keep jobs stateside, as well as a real possibility that the President of the United States may decide to single them out on Twitter as he did with the likes of General Motors, Boeing and Nordstrom.
This newly polarized environment has sparked new political allegiances amongst brands that were once neutral. Some companies have spoken out against the President and his policies, whereas other business executives have expressed their support for the President. Party lines are being drawn amongst where they were never present before. In light of this newly politicized business world, which brands today are attracting the most Democratic versus Republican audiences?
Using the Forbes 100 List of the World’s Most Valuable Brands, we sorted the top 10 most over-indexed brands on either side of the party aisle. In the chart below, Corona’s audience is 39% more likely than the average online population to be Democratic, whereas Dannon’s audience is 30% more likely to be Republican.
A few interesting findings:
- A whopping eight out of ten of the top Democratic brands are retail brands, many of them luxury apparel brands.
- Republican brands reflect a bit more of a variety, with a focus on construction, home repair, consumer packaged goods and sports.