A recent survey by GWI, a global research firm, found that nearly a quarter (22%) of Americans have boycotted brands or products due to political stances in the past three months. Additionally, two in ten people have unfollowed brands or influencers on social media for the same reason.
Based on responses from 2,074 American consumers, the data also displayed that political discussions have led to a third of Americans reducing their overall social media usage, with half noting this as the primary factor.
Many Americans, precisely 25%, have chosen to mute or hide political topics, words, or discussions on social media. Additionally, 23% have expressed that political content online distracts them from their preferred interests.
Among those who have limited their social media use, a third have previously purchased products after seeing them featured on major platforms like Facebook (36%), YouTube (34%), Instagram (27%), and TikTok (21%). This suggests that politically charged social media posts from brands could harm brand awareness and consumer purchasing behavior.
Matt Smith, Trends Analyst at GWI, said: “Consumers are increasingly looking for their social media feeds to be a safe space, but our data shows that political content does not aid in this search.“
“In fact, a third of Americans say they avoid political content online because it makes them feel ‘overwhelmed’ (35%); ‘creates conflict or a hostile environment’ (32%); or ‘negatively impacts mental and emotional well-being’ (30%).”
He added – “With a significant number of consumers disengaging from brands that take political stances — and many even avoiding products altogether— it’s clear that if brands want to maintain their customer base, they need to be considerate of how their political messaging is received and seriously question whether they need to post political content at all.”
These findings suggest that brands may be facing a growing backlash from consumers aiming to avoid political content and maintain a more neutral online experience. As a result, brands may need to reconsider their approach to social media and political engagement to avoid alienating their customers.