American Eagle ranked most bipartisan brand in the US

Many brands purport to be bipartisan, but not all consumers view them that way in a landscape that is becoming more and more politically divided. Ahead of the presidential election, YouGov released a survey ranking brands by their bipartisan appeal. American Eagle, a clothing retailer that boasts Gen Z appeal along with its patriotic brand name, topped the list. Only 29% of major U.S. brands are considered bipartisan, according to the report. Check out the latest Ad Age events and award programs The report, which surveyed more than 360,000 American consumers over the last year, looked at some 2,200 brands and how they were considered for purchase by both conservatives and liberals. To be “bipartisan,” a brand must have similar purchase consideration among both groups. After American Eagle, YouGov found that fast food chicken chain KFC ranked as the second-most bipartisan brand; hotel chain La Quinta by Wyndham ranked third. This is the first time YouGov is running such a robust survey looking at liberal and consumer brand views, according to a spokesman. The research company previously ran a survey during the midterm elections two years ago that solely focused on beer, wine and fast food, he noted. American Eagle’s broad appeal American Eagle has made a habit of being an early adopter of marketing and retail trends, such as selling clothes in the metaverse in 2022 and using Threads soon after its launch last year. The retailer was also one of the early few to release a Pride apparel collection this year, marketing the line in May, during a period when many brands were shying away from LGBTQ+ offerings for fear of potential backlash. While such efforts could appear to resonate with liberals, YouGov found that American Eagle appeals for consideration with both liberals and conservatives. The survey reported that 15.7% of the population of each group would consider buying the brand next time they are in-market. Last week, American Eagle reported a profit that exceeded analyst expectations. The Pittsburgh-based company’s second-quarter net income rose 59% to $77.3 million, while revenue rose almost 8% to $1.29 billion. Other categories Charities and advocacy groups were among the categories tracked in the survey. YouGov found that 42.1% of liberals said they would consider supporting Planned Parenthood, compared to 3.5% of conservatives. Meanwhile, 22.7% of conservatives said they would consider supporting the NRA, versus 1.9% of liberals. The most bipartisan brand in the category was AAA. TV networks that liberals said they would consider watching included MSNBC (38.8% vs. 6.9% of conservatives), CNN (42.6% vs. 12.9%) and PBS (48.3% vs. 22.8%). TV networks favored more heavily by conservatives included Fox News Channel (45.3% vs. 8.6% of liberals), Newsmax (28.7% vs. 3.9%) and Fox (45.8% vs. 21%). The most bipartisan TV network was TLC. In addition, the report looked at brands each group would consider purchasing in industries such as automotive, where it found that 28% of liberals and 16% of conservatives would consider buying a Subaru. Ford, meanwhile, was a bigger draw with conservatives—28.8% of conservatives and 22.8% of liberals said they would consider that brand. Jeep was ranked as the most bipartisan car brand in the survey. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

American Eagle ranked most bipartisan brand in the US

Featured Stories