The news: American consumers increasingly expect brands to take a political stance, per Ipsos Consumer Tracker data.

• 56% of Americans say brands should remain neutral on political issues today, down from 63% last year. Change was largely driven by men, Democrats, and 35- to 54-year-olds.
• 56% are less likely to buy from a brand who takes a stand on a political issue they don’t agree with.
• 57% believe that, if a brand takes a stance, they should stick by their decision, regardless of consumer backlash.
• Nearly half (49%) are more likely to purchase from brands who take a stance against racism; 31% are more likely to do so for brands that promote and celebrate LGBTQ+ Pride month.

Zooming out: Consumer support for brands who take public stances on social and political issues is growing.

• 58% of US adults in 2025 stated that businesses should take a stance on climate change, up from 54% in 2024. Topics including racial issues, immigration, LGBTQ+ issues, and diversity, equity, and inclusion followed the same trend during this period, per a Bentley University and Gallup study.
• A separate study from Attest echoed these findings. Thirty-four percent of US consumers in 2025 felt that brands should advocate for mental health; 31% felt this way about poverty and inequality; and 28% about healthcare access. Only 22% said they did not want brands to be political.
• Nearly half (44%) of US adults will increase support for brands who stand by LGBTQ+ initiatives, per Disqo. That figure is especially prominent among LGBTQ+ consumers, of whom 80% would increase support.
• Around 40% of adults are willing to reduce spending on brands that roll back their DEI commitments, and 39% already have.

Implications for marketers: In a heated political climate, brands and marketers are increasingly wary about taking a social stance; but those who do stand to gain loyalty, especially among the next generation of buyers. Those addressing political issues must understand their core audience and take a firm stance, or risk backlash.

• Backlash can be mitigated by understanding the political leanings of your core audience. Gen Z is over twice as likely (40% compared with 19% of overall adults) to abandon brands for contradicting or reversing their DEI commitments. Brands whose audiences skew younger could benefit from a more politically progressive stance.
• Companies like Bud Light have attempted to appeal to two sides of the political spectrum—and alienated the majority of consumers as a result. Once a stance is taken, brands are advised to stick by it, even if it upsets a cohort of buyers.