We found that 32% of Americans are more likely to spend money with a company that aligns with their values. Nearly a third of Americans shouldn’t be shrugged at, but it’s clear that, for the majority of US citizens, brands and their political positions aren’t a major concern.
What does this mean for companies considering taking a stance? In general, if sales are your aim, avoiding taking one is a safe bet. But, if you’ve got the research to know your target market sits well within the aforementioned 32%, and what their values are, there’s potential to increase profits there.
Of course, it’s not all about sales for some companies – it’s about doing the right thing. To those brands deciding to make the leap in the coming weeks and months, all we can say is good luck. Also, make sure your customer service workers and social media managers are well looked after and equipped to handle any potential backlash.
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Data and methodology
Detailed tables and raw data are published here. Data is released under the Open Data Commons Attribution License (ODC-By) v1.0. If you are publishing or using this data you must give attribution to Brandwatch Qriously.
Brandwatch Qriously uses river sampling and delivers market research questions to respondents via ads on mobile device apps. The proportion of respondents recruited in a particular app is determined by the demographic of its users, which allows for the collection of representative samples. There are no incentives meaning participants are more likely to provide candid and accurate responses. Qriously has successfully predicted nine major elections. It offers an accurate, fast, and reliable way to conduct market research, even within hard-to-reach groups and countries.
Please note a methodological change this week. To address the under-sampling of 2016 Clinton voters, this week’s data is additionally weighted by recalled 2016 presidential election vote (or non-vote). Weighting by past vote is widely used by many polling companies, along with weighting on demographic variables, to ensure that the electorate is correctly represented. Due to this change in methodology, however, we caution against directly comparing the headline figures with those from last week’s poll to infer changes in public opinion.
About the poll: 3,309 adults aged 18+ nationwide were surveyed from 17 September – 20 September 2020. The size of the subsample of likely voters was 2,134. Data was weighted to be nationally representative in terms of age, gender, education, race, geographical region (census division), and NCHS urban/rural community type, using data from the Census Bureau’s American Community Survey (ACS), as well as 2016 Presidential election vote (or non-vote). Targets for 2016 vote were calculated using results from the Federal Election Commission, population totals from ACS and mortality data from the National Centre for Health Statistics. The margin of error at the 95% confidence level, taking into account the effect of weighting, is +/- 2.5 percentage points for estimates from the full sample. For the subsample of likely voters it is +/- 3.0 percentage points. Sampling error can be larger for subsets of these samples. In addition to sampling error, all polls are subject to a range of other potential sources of error. When percentages do not sum to 100% this is due to the effect of rounding.