As many world leaders can attest, being seen with Donald Trump is not a good look with the electorate back home.
And now a new study has found that brands that associate themselves with the US president – in either a good or bad way – can expect a nasty backlash too. And that’s despite all the research that says customers want brands to be more socially and politically aware.
The study by US technology and media company Morning Consult found that only 30 per cent of customers will have a more favourable view of a brand if it issues a positive statement about Trump.
At the same time, only 32 per cent will have a more favourable view of a brand if it issues a negative statement.
Most Trump voters (some 56 per cent) agreed they’d have a less favourable view of a brand if it said something negative about the president. While only 32 per cent of Democrat voters said they would have a much more favourable view.
Regardless of what a brand says about the president, a majority (70 per cent) of Americans will either disapprove of the comment or they simply won’t care.
The study found that consumers want brands to take a bigger stand on social issues, particularly around things like civil rights and racial equality. However, they don’t like it when the issue becomes pegged to the president.
It also found that 67 per cent of consumers will buy a brand for the first time based solely on its position on a controversial topic.