Jan 29, 2018

How far will consumer brand partisanship spread?

Partisanship among brands may be less acute in Australia than it is in the US, but it's not a trend we can ignore.

Jason Murphy — Journalist and economist

Jason Murphy

Journalist and economist

Union members march in Melbourne to support CUB workers

Back in November, there was a trend of US conservatives destroying their Keurig home coffee makers. Keurig is an American brand of coffee machine that produces a pretty ordinary cup of coffee. But it was not the average brew infuriating America’s right. It was the brand’s politics.

Keurig made conservatives mad by pulling its advertisements from right-wing pundit Sean Hannity's Fox News show, after Hannity called for support of then gubernatorial candidate Roy Moore in the face of sexual assault allegations involving minors. That encouraged a boycott, and a search among conservatives for a more conservative way to get their morning cup of joe. But it may also have been the leading edge of a trend for partisanship to jump from politics into the consumer domain.

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3 thoughts on “How far will consumer brand partisanship spread?

  1. The Curmudgeon

    I know the stats (or can suspect them), but don’t rule out the Merc-driving Green. In my seat of Higgins (where the Greens now beat Labor for second place), closest house to me which sports a Greens sign during elections also features a very modern Merc in the driveway. Not sure if they’re golf club members, but in seats like this, you can expect Greens voters to have a few bucks.

  2. Justin Thyme

    The social concord is breaking down. Revolt occurs where possible and convenient.

  3. Arky

    “A Mercedes parked at an exclusive golf club is not likely, statistically, to have an owner who votes Green.”

    Not the best example you could have chosen, quite a bit of Greens support comes from the well-off who can afford to make social issues their primary concern. A number of blue ribbon Lib seats are more likely to fall to the Greens than to Labor if they ever fall.

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