Use or Sidestep Political Polarization

Your store is a brand, and brands are often either Republican or Democrat. Marketing consultant firm Buyology had more than 4,000 consumers decide which of 200 brands they preferred. By requiring very quick choices among paired combinations, the methodology was designed to tap into subconscious forces which strongly influence purchase intentions.
     After cross-tabulating the choice results by a consumer’s political affiliation, the Buyology researchers proclaimed they’d found Republican brands and Democrat brands. Because of the highly polarized political climate in America now, associations of a merchant with a political party have notable impact. The Pew Research Center reports that value gaps between Republicans and Democrats in America are the highest the Center has seen in 25 years, and those gaps are currently greater than Americans’ differences in values based on social class, age, race, or gender.
     Whether your store is seen as a more comfortable roost for red elephants or blue donkeys could be affected by the brands you choose to carry. More important in understanding where your store stands on the political spectrum, however, comes from appreciating why the brands ended up in the columns they did.
     Here’s my version of the explanation for the results, much of it in agreement with what the Buyology neuropsychologists are saying:

• Republicans prefer to have decision making decentralized. They think of political leaders as reliable and practical, but as not paying enough attention to what’s best for the locals. Democrats see politicians as intelligent, empathic, and interested in individual needs, so the Democrats are more willing to grant centralized authority. The Republicans like Subway, where you make a series of discrete choices yourself. Democrats go down the street to Wendy’s, where you’re encouraged to order by prepaid package number. 
• Republicans, more than Democrats, fear for the future of free enterprise. They prefer Allstate, which has mounted fear-based ad campaigns, to Progressive, which features Flo’s smiling reassurance. Democrats prefer Progressive to Allstate. They fear we’re losing a healthy environment. For them, Jeep trumps BMW, and Starbucks beats out Dunkin’ Donuts. Republicans see it the other way around. 

     For some retailers, it makes sense to acknowledge the vibrant political polarization and choose sides. For other retailers, it makes more sense to sidestep it. One way to accomplish this is to stock prototype brands—those which are most popular, usually because of marketing muscle. Coke was preferred over Pepsi by Democrats and Republicans alike.

Click below for more: 
Party Right…Or Left or Middle 
Display Unfamiliar Brands with Prototype Brands
Attack with Credibility