A 2024 YouGov report claims that brand buying has become politicised, citing several examples of brands that appeal to different political leanings. But the crucial caveat is that this is based on attitudes not behaviours, and two are very different. Actual purchase data shows that liberals are only 3% more likely than conservatives to buy Ben and Jerry’s. And conservatives are actually 13% more likely to buy Patagonia, despite the brand’s close association with environmental causes.