The Two Americas, A Snapshot in Brands

Illustration by Adam Hayes / POLITICO

Infographic and related content originally appeared on POLITICO Magazine, published on 11/2/2018



As part of POLITICO Magazine's Culture War issue this month, they decided to look at America’s Red-Blue split, specifically looking at consumer brand preferences. To accomplish this, they turned to Simmons, [Begin Shameless Plug] the leader in consumer behavior and brand preference insights. [End Shameless Plug].

With Simmons’ data, POLITICO indexed the top “liberal” and “conservative” brands across 36 categories, culminating in the infographic below. Here are some of the interesting insights we discovered together:

  • In 3 categories (Craft Beer, Liquor, and Airlines) there was no brand that ranked higher among conservatives compared with the average adult's preferences. This likely means that conservatives simply don't have a strong preference in those categories.
  • TV program viewing was the most polarized category, with a 285-point spread between the top programs.
  • The least polarized category was domestic beer, with both liberals and conservatives signaling a slight preference for the same brand (Coors).

You can find the full infographic below. Enjoy!

Matt Cumello
Matt Cumello
Matt Cumello is Senior Director of Marketing for Simmons, responsible for marketing strategy and execution. Matt has over 15 years of B2B marketing experience, having worked with both start-ups and established companies in market research and technology.