In 2024, around half of British consumers said their opinion of a particular brand would not change if they had political beliefs that match their own. They would simply buy products of theirs if they liked the goods. Only around 20 percent of consumers in Great Britain would make an effort to buy from such brands. In contrast, if a brand had beliefs that did not align with those of the consumer, a much higher share of Brits would be unwilling to support and buy from the brand.
Share of consumers who would buy from a brand that has similar political beliefs in Great Britain in 2024, by age group
Characteristic
18-24 years
25-49 years
50-64 years
65 years and over
I would not buy from this brand
3%
5%
5%
6%
I would think less of this brand but would still buy from them if I liked their product
13%
12%
9%
11%
My thoughts on this brand would not change and I would buy from them if I liked their product
45%
44%
56%
57%
I would think more of this brand and would make an active effort to buy from them
Respondents were asked to what extent it would affect their purchasing behavior towards a brand if they took a side on a political issue which aligned with what they believe.
Percentages not adding up to 100 percent exactly are likely due to rounding.
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YouGov. (August 7, 2024). Share of consumers who would buy from a brand that has similar political beliefs in Great Britain in 2024, by age group [Graph]. In Statista. Retrieved August 23, 2024, from https://www.statista.com/statistics/1484401/buying-from-brands-with-similar-political-beliefs-gb/
YouGov. "Share of consumers who would buy from a brand that has similar political beliefs in Great Britain in 2024, by age group." Chart. August 7, 2024. Statista. Accessed August 23, 2024. https://www.statista.com/statistics/1484401/buying-from-brands-with-similar-political-beliefs-gb/
YouGov. (2024). Share of consumers who would buy from a brand that has similar political beliefs in Great Britain in 2024, by age group. Statista. Statista Inc.. Accessed: August 23, 2024. https://www.statista.com/statistics/1484401/buying-from-brands-with-similar-political-beliefs-gb/
YouGov. "Share of Consumers Who Would Buy from a Brand That Has Similar Political Beliefs in Great Britain in 2024, by Age Group." Statista, Statista Inc., 7 Aug 2024, https://www.statista.com/statistics/1484401/buying-from-brands-with-similar-political-beliefs-gb/
YouGov, Share of consumers who would buy from a brand that has similar political beliefs in Great Britain in 2024, by age group Statista, https://www.statista.com/statistics/1484401/buying-from-brands-with-similar-political-beliefs-gb/ (last visited August 23, 2024)
Share of consumers who would buy from a brand that has similar political beliefs in Great Britain in 2024, by age group [Graph], YouGov, August 7, 2024. [Online]. Available: https://www.statista.com/statistics/1484401/buying-from-brands-with-similar-political-beliefs-gb/
