• by Joe Mandese  @mp_joemandese, February 7, 2018

A new wall has entered the garden of marketing, and this one’s an actual wall. Or at least, it’s a political debate over building an actual wall, and the position that brand marketers are taking on it.

More than a third (37%) of American consumers say they are less likely to purchase from a company that supports construction of a U.S./Mexico border wall, according to a survey released Tuesday by Morning Consult.

Not surprisingly, the impact on brands associating themselves with President Donald Trump’s push for building a border wall is divided along party lines. Nearly two-thirds (61%) of Democrats vs. only 15% of Republicans said they are less likely to use brands that support the border wall.

The results are based on a national survey of 2,201 U.S. adults conducted Jan. 11-16.

The survey polled respondents on a variety of politically sensitive topics, but overall, a majority of both Democrats (59%) and Republicans (55%) said a company’s stance on social or political issues is important when it comes to buying a product or service.

While the “Wall” was the most politically divisive issue for brand marketers, other issues, such as climate change, transgender bathrooms and gay marriage, also showed significant disparities by party for brand marketers associated with those issues.

Support for military families was the most unified issue across party lines. (Dee data below, or click here to download the complete study.)