Consumer loyalty is increasingly driven by personal beliefs, and brands are coming face-to-face with a new challenge: the rise of the '“Brand Punishers.”

These are the consumers who, fueled by strong ideological views, are willing to cut ties with brands that don’t align with their values.

Brand Punishers tend to be consumers on the extremes of the political spectrum, with 20% identifying as Very Liberal and 18% as Very Conservative.

Demographically, they tend to be older, white, have a 4-year degree, higher incomes, married and live in the suburbs.

What sets them apart is the weight they place on ideological alignment in their purchasing decisions. Beyond the usual factors like value, quality, and convenience, Brand Punishers prioritize whether a brand’s beliefs align with their own. For instance:

• 38% say aligning with their beliefs is critical.

• 25% prioritize a brand's political ideology.

• 24% look for DEI programs.

• 19% consider donations to social causes.

• 11% weigh religious ideology.

• 8% take note of political donations.

These respondents are significantly more likely to be supportive of brands taking a political stance (54% compared to 46%); an indication that leaning into the polarization will garner support if aligning with their beliefs, but also a huge red flag to brands on the other side of the political spectrum.

Though this group is as likely to support brands that take a stand on social issues as all other consumers (62%), they are significantly more likely to support brands participating in social or political issues that are more polarizing:

• Climate pledges 43%

• LBGTQ rights 42%

• Climate discussion 41%

• Union Labor 35%

• Political discussion 17%

• Political contribution 14%

Even though Brand Punishers support brands taking a stand, they often view these brands more unfavorably once they do.

If a brand’s position clashes with their beliefs, they don’t just walk away—they make noise. They’ll post on social media, switch to competitors, and distance themselves from influencers associated with the brand.

Brands today face a difficult balancing act. Understanding your audience’s beliefs and how strongly they hold them is essential. The key decision is whether to take a public stance or remain neutral. These choices can greatly affect your customer retention.

For a deeper dive into the data and tailored strategies, download our Topline Report, whitepaper, or reach out to us directly.