Can You Guess Which Brands Republicans and Democrats Love?

🌈 Abstract

The article discusses how political partisanship has seeped into various aspects of consumer culture in the United States, from the clothes people wear to the cars they drive and the drinks they consume. It examines how certain brands, products, and consumer behaviors have become associated with either Democratic or Republican leanings, based on data analysis and research.

🙋 Q&A

[01] The Label on Your Dress

1. What is the relationship between women's clothing and political leanings?

• The article states that the leftward tilt in women's clothing is best explained by the gender divide in politics, where women tend to lean more Democratic, particularly among younger women.

[02] A Bowl of Cereal or a Plate of Bacon and Eggs

1. How do the political leanings of consumers affect their food choices?

• According to research by Purdue University, liberal consumers value the environmental impact and social responsibility of their food more, while conservative consumers emphasize affordability, nutrition, and taste.
• The article also notes that liberal consumers appear more likely than conservatives to limit pork consumption due to animal-welfare concerns.

[03] Is George Clooney the Only Democrat Who Favors Armani Suits?

1. What are the political associations with different styles of men's clothing?

• The article suggests that the starched country-club looks of Brooks Brothers draw a disproportionate share of Republican customers, while the popularity of Carhartt, a workingman-clothing company, aligns with the GOP's increasing support among non-college voters.
• Democratic Senator John Fetterman's choice to wear Carhartt hoodies is described as a partisan outlier in the brand's customer base.

[04] There Are Few Purchases More Connected to a Person's Image Than a Car

1. How do electric cars and their owners' political leanings relate?

• The article states that electric cars have the strongest partisan tilt, as climate change is a bigger concern for left-leaning voters. This gives Democrats who own Teslas an "uncomfortable alignment" with Elon Musk, who has recently worked to elect Donald Trump.

[05] What's on Your Feet Might Be a Sneaky Way to Decipher Partisanship

1. How do certain shoe brands relate to political affiliations?

• The article notes that the iconic Jordan brand by Nike, which aligned itself with social-justice causes during the NFL kneeling controversy, is associated with Democratic leanings.
• In contrast, Under Armour's CEO once called Trump's presidency "a real asset for the country," suggesting a Republican association with the brand.

[06] The Glass (or Bottle or Can) in Your Hand at a Cocktail Party Can Be a Political-Party Giveaway

1. What are the political associations with different alcoholic and non-alcoholic beverages?

• The article states that champagne brands, such as Korbel, tend to lean Democratic, while mass-produced domestic beers, like Coors, tend to lean Republican.
• Diet sodas, including Diet Mountain Dew, also tend to tilt Republican, while nearly all iced teas lean Democratic.

[07] Restaurants Might Have the Biggest Number of Factors Going into Their Partisan Scores

1. How do the locations and target audiences of different restaurant chains relate to their political associations?

• Cracker Barrel's Republican clientele is attributed to its locations away from city centers and on interstate highways, rather than just its "down-home appeal."
• Dairy Queen's rightward tilt is also linked to its cheaper prices and suburban/exurban locations.
• Conversely, Dunkin's blue tinge is explained by the density of its locations in the Northeast and urban areas, while Starbucks has become more middle-of-the-road as it has expanded into exurban and rural areas.