Morning Consult releases the first edition of the Most Polarizing Brands in America Rankings, a definitive ranking of the companies, brands, and organizations that are the most politically divisive. Using data from over 300,000 surveys with U.S. adults 18+ across the United States from October 2017 to January 2018, the rankings reveal which brands divide Democrats and Republicans the most.
President Donald Trump's signature hotel line, Trump Hotels, sits at the top of the list of the most polarizing brand in America. Trump Hotels saw the greatest difference in net favorability between Republicans and Democrats at 78 percentage points, with the brand being perceived favorably among Republicans and negatively among Democrats.
Highlights from Morning Consult's Most Polarizing Brands Rankings include:
- Media companies dominate the top 30.
- Democrats view Trump-associated brands unfavorably, Republicans dislike brands critical of Trump.
- The polarizing politics of the NBA and NASCAR: While the NFL has drawn considerable attention around the intersection of politics and sports, it is not the only national sport impacted by partisan politics.
- Pizza chains are more popular among Republicans: National pizza brands, including Papa John's, Little Caesars, and Pizza Hut, are favored more by Republicans than Democrats by a wide margin.
- Walmart vs. Target: A political divide among shoppers: Walmart is more popular among Republicans while Democrats see Target in a more favorable light.