Brands Society

To Each Their Own


The previous edition of Trendlines explored how Americans’ favorability of select brands was affected by the steps brands took (or didn’t) in the wake of protests over police brutality and institutional racism. In this edition, we analyze how those actions were perceived by different demographic groups.



Uncued, men and women of America expressed shared enmity for Twitter, rating it the most disliked of all brands tested. But after its move to add #blacklivesmatter to its bio and flag President Trump’s and Senator Matt Gaetz’s tweets as inflammatory for glorifying violence, favorability among women increased almost 3x more than it did for men.


Unlike differences in gender, Twitter’s actions produced proportional positive reactions among Black and White Americans. Brand image significantly improved for Black and White Americans when briefed on the consequences of violating Twitter’s terms of service (must it come to this to be reminded what's actually in there?).


Without any mention of their stance on the protests, both liberals and conservatives think Molson Coors Brewing is a (Rocky Mountain) chill brand. To members of political tribes, however, silence is just as telling as action. The Banquet Beer – which hadn’t issued any public statement at the time of the survey (but since has) – was condemned by liberals but lauded by conservatives.


Want to see the data? Curious about the methodology? Reach out at