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Charted: Should Brands Take a Stand on Social Issues?
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- 47% of Americans say they consider a brand’s social and political stance before buying.
- Half of respondents say they’re more loyal to brands that align with their values.
How do Americans feel about companies weighing in on contentious social or political topics? According to a 2025 survey by Statista Consumer Insights, public sentiment is deeply divided, but also increasingly consequential for brands.
Today, brand positioning is more than just logos and slogans—it’s about values. As societal expectations evolve, companies are finding themselves in the middle of culture wars. Whether on climate change, racial justice, or reproductive rights, silence can be perceived as complicity, while speaking out risks alienating parts of the consumer base.
Here’s a breakdown of the data from Statista, reflecting views from over 2,000 U.S. adults aged 18–64:
| Statement | Agree (%) | Disagree (%) | Don't know (%) |
|---|---|---|---|
| Brands should take a public stand on social/political issues | 43 | 41 | 16 |
| I consider a brand's values and stance on social/political issues before making a purchase | 47 | 41 | 12 |
| I'm more loyal to a brand because of its values and stance on social/political issues | 51 | 38 | 11 |
| I would boycott a brand for taking a stand on social/political issues that I disagree with | 48 | 36 | 16 |
The most striking takeaway?
A slim majority (51%) report being more loyal to brands that reflect their social and political values, while nearly half (48%) would boycott a brand they disagree with. At the same time, only 43% agree that brands should take a stand publicly, which underscores the risk-reward complexity for marketers and executives.
The Brand Dilemma: Speak Out or Stay Silent?
The numbers present a paradox. While consumers say they’re more loyal to value-driven brands, they’re also quick to punish misalignment. Taking a stand isn’t about jumping on the latest trend.
Messaging should be authentic, consistent, and aligned with a company’s mission and audience. A mismatch between a brand’s message and actions can backfire more than staying silent.
Learn More on the Voronoi App
The data in this visualization also underscores growing political polarization in the U.S. as seen on the Voronoi app.