Political Affiliation Now a Key Driver of Brand Loyalty

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Political Affiliation Now a Key Driver of Brand Loyalty
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In today’s interconnected world, even the biggest brands are finding it impossible to steer clear of global politics. Consumers are now intertwining corporate decisions and political affiliation with brand reputations more than ever before.

Notably, consumers in South Korea, Japan, China, and France are at the forefront of this trend. Meanwhile, Saudi Arabian consumers have shown a significant 20% increase in favouritism towards local brands over the past year. A fresh Pew Research Center survey indicates a global preference for President Biden over former President Trump, with Biden enjoying a 15-point advantage on average across 34 nations, especially within European countries.Globally, 60% of consumers make purchasing decisions based on personal political beliefs. Consumers in France, Germany, Japan, Mexico, and South Korea are more inclined to support brands dedicated to combating climate change.

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