Lab42 Whitepaper

Divided we brand

Understanding the impact of political polarization on consumer behavior and brand strategy

We surveyed 1,000 Americans to understand how political divisions play out in consumer habits and what it means for brands. Our findings show clear patterns of who supports what and how they react when brands speak up on social topics.

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Understanding how political beliefs shape consumer behavior is more important than ever for brands. People's political views don't just influence their voting - they also affect what media they consume and what brands they actually end up purchasing.

For brands, this means navigating a complex landscape where a single action can significantly impact how they're perceived and whether consumers stay loyal.