When Brands Go Political, Consumers Push Back
Exploring consumer sentiment toward brands that take a stand on political issues.
More and more consumers are becoming unhappy when brands get involved in politics. Recent reviews on PissedConsumer.com show this clearly. With the 2024 election season in full swing, some companies are facing backlash from consumers who prefer their favorite brands to focus on services and products rather than politics. Below is what consumers are saying in their online reviews.
Netflix: “Very political”
A recent donation by Netflix co-founder Reed Hastings to support Kamala Harris has caused outrage among subscribers. “Your political views don’t belong in business. Your company is supposed to be for entertainment purposes!” wrote one frustrated reviewer on PissedConsumer, reflecting a common feeling shared among over a hundred other reviews in just one week following the donation. Many of these reviews express their decision to cancel subscriptions in direct response to Netflix’s political involvement.
One consumer says, “Very political. Need to stay out of politics… canceled my membership along with many friends,” while others promised not only to cancel but also to encourage friends to do the same.
Users express similar frustrations on Reddit, discussing their discomfort with companies taking political stances, leading many to cancel subscriptions as a form of protest. With a Gallup survey reporting that 68% of Democrats and 61% of Republicans are less likely to purchase from companies that endorse candidates of opposing parties, Netflix and other businesses might find it challenging to balance social responsibility with consumer expectations.
McDonald's: “Stay out of politics”
McDonald's is also facing a wave of negative reviews on PissedConsumer.com, where customers express their feelings that the brand "jump into the political arena". Following an incident where Donald Trump visited one of their locations, McDonald's received complaints from customers who viewed the visit as an endorsement. One review shared, “Even though you didn’t endorse him, it looks like you did. I am extremely ashamed and disappointed in McDonald’s.”
The fast-food chain received comments from those who feel that political alignment is outside of its purpose as a restaurant. “When were you ever political? Make your burgers, your bad coffee, try to keep your bathrooms clean. But stay out of politics,” wrote another customer. Some consumers have also discussed preferring “apolitical” options when choosing where to dine or shop, emphasizing a growing trend of customers voicing their preference for brand neutrality.
Consumers speak up across industries
Streaming services, clothing brands, and even smaller online retailers are no exception to the trend of customers pushing back on perceived political involvement. In a FuboTV review, one consumer noted, “Keep the politics off your app before you start losing customers.” For brands aiming to stay relevant and connected with their customers, maintaining a politically neutral stance may be crucial. As data from CivicScience indicates, the public’s support for businesses taking a stand has decreased in recent years, down to 38% in 2024.
Another example is Royaura, an online apparel retailer, where a reviewer complained, “Do not purchase any of their shirts until they either remove the Pro-Trump shirts or offer an equal number of Pro-Biden shirts.” With customers expecting neutrality or balance, brands that lean in one direction may risk alienating part of their audience.
Navigating consumer expectations
With so many ways for consumers to share their opinions, brands need to listen closely to their audience. Whether a business chooses to stay neutral or take a stand, making thoughtful decisions that align with its customer expectations is key to maintaining trust and loyalty.