New Survey: Conservatives Continue Ditching Brands in Record Numbers.

Picture this: a loyal customer strolls into your store, browses silently, then vanishes—never to return. Was it the vibe? The politics? You might never know. 

But here’s the kicker: a January 2025 Harris Poll reveals 41% of conservative Americans—fresh off Trump’s electoral landslide—are now steering their hard-earned dollars toward brands that vibe with their values, nearly doubling the trend from just a few years back. Subtle cues are sparking a retail reckoning, and the fallout’s hitting hard.

For conservatives – who flexed their muscles with President Trump’s electoral landslide – the stakes are high. Too many brands they once trusted have pivoted hard, leaving them feeling steamrolled by cultural shifts. 

When my wife and I were raising our daughters, Target Stores were our go-to source – practical, affordable, and familiar. Then came a dramatic shift where transgender books, chest binders, and “tuck-friendly” swimsuits took center stage. Now, my daughters have their own families, and Target isn’t high on their list.

Over the past decade, thousands of retailers piled into the left’s culture war: gender-neutral clothing, sidelined classic books, even marketing of Satanist-designed apparel (yes, looking at you again Target). Bud Light splashed Dylan Mulvaney on cans, Amazon pulled books questioning transgender ideology, and Sports Illustrated traded all-American grit for a bikini-clad transgender cover star. Trust eroded, one subtle signal at a time.

Maybe that’s why Starbucks’ same-store sales slid from double-digit growth to flatlines by early 2025. Target’s Q4 2024 revenue fell 3% with a 2025 forecast for flat sales. Coincidence? Doubtful.

In the aftermath of Trump’s landslide, some brands hit the brakes on progressive agendas. Target axed much of its uber-progressive focus. Walmart softened its racial equity stance. Even the Washington Post vowed to defend American freedom in its op-eds—a dizzying about-face. 

But wary consumers aren’t necessarily buying the quick pivot. They’ve seen the script before, and that has many conservative shoppers scanning for authenticity. 

In this environment, nuance matters. Subtle cues can define your brand—sometimes without you noticing. Paper towels or air dryers in the bathroom? One whispers practicality; the other a nod to eco-orthodoxy. Smart retailers offer both so people can self-select. 

Do you say “Merry Christmas” or “Happy Holidays?” Fly an American flag on the Fourth of July? Honor fallen heroes on Memorial Day? These aren’t just details—they’re signals. Get them wrong, and you might unknowingly wave off the very customers you want.

Conservative shoppers aren’t just buying products—they’re choosing partners in a cultural tug-of-war. The parallel economy has gained momentum over the past four years, and it rewards those who get it right. Miss the mark, and your sales might tell the story before your balance sheet does.

-------------------------------

Tim Clark is 30+ year communications strategist and former White House Senior Executive. He has helped build multiple company brands into pillars of the emerging parallel "Freedom" economy.