New Report from Engagement Labs Measures Relationship Between Political Affiliation and Consumer Sentiment for Fortune 500 Brands
In today’s politically charged landscape, understanding the impact of political polarization on consumer conversations is paramount for marketers and business leaders of Fortune 500 brands.”
— Steven M Brown, President and CRO of Engagement LabsNEW YORK, NEW YORK, USA, August 17, 2023/EINPresswire.com/ — As Republican candidates take the stage for the first debate of the 2024 Presidential Election cycle, Engagement Labs unveils a new report that reveals the extent to which polarized politics in America are impacting major consumer brands, creating a new challenge for brand marketers eager to attract consumers across the political spectrum.
Based on consumer conversation data for nearly 500 brands, the report finds that consumer conversations relating to more than a fifth (23%) of brands are polarized between Republicans and Democrats. The new report is timely, coming in the wake of a politically controversial video featuring a trans influencer, Dylan Mulvaney, which provoked boycotts and outrage on social media. After Bud Light lost its first-place ranking in the beer market, the brand’s parent company, AB InBev, placed members of its marketing team on leave and revamped its marketing.
The Engagement Labs report, “Brand Marketing Amid Political Polarization,” draws on consumer conversation data collected by the company’s award-winning, patented TotalSocial® platform that has been shown to be a powerful driver of consumer purchases.
The study reports that over the last two years, many brands earn equal sentiment among Republicans and Democrats, including Coca-Cola, which has a highly positive net sentiment score of 64 among both Republicans and Democrats, meaning conversations are 64 points more positive than negative for Coca-Cola. Other brands earning equal scores among Democrats and Republicans include Lay’s Chips (+73), Chipotle (+62), Chevrolet (+48), and Gucci (+33).
However, conversations are politically polarized for about 23% of major brands. These include DiGiorno, Vanguard, and Moderna that are much more positive among Democrats than Republicans, and Olive Garden, Holiday Inn, and Fox News that are much more positive among Republicans than Democrats. The study provides a depth and breadth of data across many other key demographics, media usage and lifestyle categories providing compelling cross sections of insight. The full report includes data for nearly 500 brands.
The full report, “Brand Marketing Amid Political Polarization” is available for download at https://go.engagementlabs.com/en-us/brands-amid-political-polarization.
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About Engagement Labs
Engagement Labs is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The Company’s patented TotalSocial® platform and proprietary ten-year database of unique brands, industry and competitive intelligence reveal the social metrics that increase marketing ROI and top line revenue for its diverse group of clients. www.engagementlabs.com / www.totalsocial.com.
