A recent survey conducted by Sitejabber, a prominent platform for customer reviews, has shed light on the influence of political stances on consumer behavior, with findings that may provide reassurance for small business owners and solopreneurs concerned about the impact of political expression on their operations. According to the survey, a significant 62% of consumers reported minimal concern regarding a brand’s political affiliations, suggesting that business decisions might be less affected by political alignment than commonly perceived.
Michael Lai, CEO and co-founder of Sitejabber, commented on the findings: “At a time when our country feels so divided, it’s refreshing to see that political sentiments might not have as much impact on purchasing decisions as the media would lead us to believe.” This perspective indicates a potential decrease in the necessity for businesses to engage in political discourse as a strategy to attract or retain customers.
The survey, carried out by MarketSight, involved 1,000 participants across the United States, all over the age of 21. It revealed that only 30% of respondents had boycotted a brand for political reasons within the past year. Furthermore, 41% expressed a preference for companies to refrain from publicizing their political views, a consideration that small business owners might weigh in their marketing strategies.
Additional findings highlighted a trend towards neutrality in consumer reviews. A notable 80% of those surveyed stated they have never left a review motivated by a company’s political stance. This data is crucial for businesses concerned about being targeted by review bombing, a practice where groups coordinate negative feedback to damage a company’s reputation, often due to political disagreements. Despite the potential threat, 34% of consumers claimed that such influxes of negative reviews would not sway their purchasing decisions.
Lai also noted, “Given our current state of politics, businesses have become less outspoken on hot-button issues in an effort to avoid consumer backlash.” This shift could signal a changing landscape where business owners might feel less pressure to take public political stances, focusing instead on the quality and appeal of their offerings.
For small businesses and solopreneurs navigating the complexities of customer relations and online reputation, these insights could guide strategic decisions in customer engagement and brand management. The apparent decline in political temperature, as suggested by the survey, might offer a more stable environment for businesses to operate without the need for overt political alignment.
