Source: Harris Poll With The Guardian and Axios

A quarter of Americans are walking away from brands that are shifting with the current political landscape—including DEI policy reversals—according to new research from Stagwell’s Harris Poll and the Guardian. 

43% have shifted spending during the last few months to “align with their morals” and 24% have stopped shopping at their (once) favorite stores because of politics. The latter percentage figure increases to 35% for Black Americans, 32% for Gen Z and 31% for Democrats. 

A separate Harris Poll survey, done with Axios, shows that overall, 45% of Democrats and 34% of Republicans say they have stopped shopping at companies that have opposing political views. 

“Think of this as ‘laissez-faire consumerism,” Harris Poll CEO John Gerzema told the Guardian. “Buyers aren’t boycotting, they’re just opting out. Instead of demanding more, they’re simply disengaging with the marketplace and businesses who disappoint them.”