It used to be that a great product and smart marketing were all a brand needed to win over consumers. But today, political leanings are shaping brand preferences more than ever. A study from YouGov highlights just how deeply divided American consumers have become, showing that brands are increasingly perceived as either liberal or conservative based on the customers they attract and the values they express. 

And while it might seem like a good idea for brands to lean into one side or the other, the reality is far more complicated. 

The Great Divide: What the Data Shows 

The YouGov study analyzed over 2,200 brands across multiple industries and found that most brands fall on one side of the political spectrum or the other — whether that’s intentional or not.

Retailers, alcohol and fast-food restaurants show some of the widest gaps. While liberals gravitate toward brands like Target, Tito’s and Starbucks, conservatives prefer Hobby Lobby, Jack Daniels and Chick-fil-A. Even industries like automotive and banking — once considered neutral territory — now have clear ideological divides. 

But the real kicker? Only 29% of brands manage to maintain bipartisan appeal, led by American Eagle, KFC and La Quinta by Wyndham. That means nearly three-quarters of major brands are losing out on a significant portion of the market simply because of political perception. 

New Heartland Consumers Expect Brands to Be Real

For brands targeting the New Heartland — where faith, community and family play a major role in decision-making — this growing divide presents a unique challenge. Consumers in this region don’t want performative activism or corporate virtue signaling. They want companies to be straightforward and consistent in their messaging.

The data reinforces what we’ve long understood:

• 65% of liberals like brands that take a stand on social issues.
• 71% of conservatives believe brands that speak on political issues are just trying to exploit them.

That’s a major disconnect. And it’s why brands that prioritize genuine connection over trendy messaging are the ones that thrive in the New Heartland.

How Brands Can Stay Above the Fray 

If you’re a brand looking to expand in the New Heartland, the takeaway is clear: Avoid the political battleground and focus on what truly matters to your audience. Here’s how: 

• Stay True to Your Core Values – Brands that lead with purpose, not politics, create long-term loyalty.
• Speak to Shared Values, Not Sides – Faith, community and family resonate more than political statements ever will.
• Engage, Don’t Alienate – Consumers don’t want brands to tell them what to believe; they want brands that reflect their lifestyles.

The brands that manage to stay relevant in today’s divided climate are the ones that connect through culture, not controversy. And that’s exactly where the opportunity lies. 

Want to learn more about how to position your brand for success in the New Heartland? Let’s talk.