Study: Why Donald Trump Is Toxic For Brands

Study: Why Donald Trump Is Toxic For Brands

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.




Please login with linkedin to comment

donald trump

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]