Politics are shaping how consumers shop

Key stat: 50% of Black consumers say they’ve recently stopped shopping at companies with differing political views, the highest among racial demographics, generations, or political affiliations, according to a February Harris Poll cited by Axios.

Beyond the chart:

• Many consumers are pulling back their spending amid a rising number of retailers rolling back DEI initiatives.
• For example, Atlanta-based Rev. Jamal Bryant recently called for a 40-day boycott of Target because it “turned its back” on the Black community, reported CNN.

Use this chart: Marketers can use this chart to illustrate the risks of taking public political positions and help them tailor messaging that will resonate with their core customer base.

Related EMARKETER reports:

• How CMOs Balance Brand Integrity and Bravery (EMARKETER subscription required)
• Black Consumers’ Digital Habits 2024 (EMARKETER subscription required)

Methodology: Data is from a February 2025 The Harris Poll survey as cited by Axios. 2,108 US adults were surveyed online during January 30-February 1, 2025