As absurd as it may seem, there are studies galore about what your brand preferences say about your politics. As you follow the media circus that surrounds the presidential primary, you might begin to wonder about the political leanings of those we interact with regularly.
Let’s face it, we are all morbidly curious about the personal politics of people around us. Unless they’re obnoxiously over-sharing their political proclivities on Facebook, it can be a bit of a mystery. So if you suspect that your biggest ally at work might be feeling the Bern, or that seemingly nice old lady who always waves at you is an avid Donald Trump supporter, here are some correlations that might be of interest to you.
#Election2016 infographic: Democrats vs. Republicans https://t.co/e3MgaHrD6q #adtech #analytics pic.twitter.com/OEe0JCKbi1
— Neustar (@Neustar) January 26, 2016
The different studies about brand preference and political leanings go far beyond television watching habits, which have typically been the easiest way to pin someone’s politics. We all know about MSNBC (left-leaning), CNN (centrist), and Fox (right-leaning), but what about Chipotle versus Chick-fil-A, and Honda versus Ford? Mind you, these are correlations that increase the likelihood of identifying with a certain political party, but don’t interpret them as license to jump to conclusions about people’s political orientations. As always, there are many exceptions to the rule.
Let’s start with the commonalities. Looking over the past few years of research on this front, apparently everyone loves Cheerios and iphones. In the same way, the Discovery Channel, the History Channel, Johnson & Johnson and Clorox are all among the 10 ten brands among Republicans, Democrats, and Independents.
The world of dining is where things start to get divided. According to Tim Higgins from Bloomberg Media, Chipotle is haven for Democrats, especially Bernie Sanders people. In fact, the arrival of quick food service joints like Chipotle and PF Chang’s is seen as a sign that a town is becoming more politically liberal.
Along the same lines, Chick-fil-A is still a Republican stronghold, a few years after the gay marriage debate battered its image, while Trump supporters flock to Sonic. Loony liberals are more likely to dine at California Pizza Kitchen, while you’ll probably find more conservatives at Cracker Barrel.
Brand loyalty politics touch every consumer sector, including lodging preferences. Are you a Marco Rubio supporter? You’re more likely to have stayed at the indulgent Ritz-Carlton. Sanders or Clinton enthusiast? You’re likely stay at the more mid-range Sheraton. Ted Cruz supporters are a little less fancy, and are more apt to stay at the Hampton Inn.
Do you drive a smart car or an electric car (like a Honda Civic Hybrid)? You’re probably a Democrat. Drive a Ford Mustang Convertible? Bets are you’re a Republican. In general, the conservative heartland has more American cars, while the more liberal coasts have more imported cars on the road.
If you’re one of the millions who think Uber is a godsend, you’re probably checking off Republican candidates in the voting booth on election day. Republicans in general are more enthusiastic about the possibilities of the sharing economy, while Democrats have a greater chance of fearing the impact of these new ventures on employment.
Even our consumption of lovely libations is politically charged. If your girlfriend just asked for some Moet & Chandon at the club, you may want to start warning your mother that she’s a Democrat. If you’re the president of the Young Republicans, and are checking out a boy who just ordered Maker’s Mark, you’re right on the money. If you’re a Democrat, make sure he’s ordering Prosecco, Absolut, or Tanqueray, or get ready for some interesting political pillow talk.
So there you have it, you’re not as unique as you imagine–you can probably guess your politics through your consumer habits. If you Ubered to the Ritz Carlton to have some Maker’s Mark, chances are you’re a Republican and a Marco Rubio supporter. If you fired up the hybrid to go eat some Chipotle, there is probably a Bernie bumper sticker on that low-carbon dream machine. Like or not, we are what we buy, and that helps campaigns across the country pander to our preferences.
