Businesses are run by people who have opinions and I believe if a consumer disagrees with an opinion then they can spend their money elsewhere. Nike has been especially visible lately and I honesty doubt their brand will suffer for it. Male / 27

It doesn’t matter to me. But I believe it’s all ultimately about publicity and marketing more than a great principled stand. Male / 34

Opinions are everywhere. Female / 35

I think you should always stand up for what you believe is right, even if that means you lose some business. Female / 31

I was once told, “How you spend your money is more important than how you vote” and I believe it. Female / 28

Sure, I’m ok if they make a stand on the environment, etc., but not on presidential candidates or political parties — that would be a turn off.  Female / 34

It shows if they have good or bad values. Female / 18

As a company they are entitled to endorse any issue they see fit. It would be up to the consumer to decide if they wish to continue to do business with them.
Male / 28

I think businesses are free to express their opinions. It doesn’t bother me personally. They know when they do that it may affect their business in the long run. Female / 36

I don’t see why free speech would be limited to individuals. I wouldn’t necessarily buy something because I have the same political stance but on the other hand, I would stop myself from buying something I want if I don’t agree with that company’s stance. Female / 33

I’ve seen multiple brands in the outdoor industry take a stand for/against issues that impact the environment, and essentially impact their industry. These political stances are relevant to the brands’ success and the brands’ consumer, so I have no problem with them taking a stance in that instance. Male / 32

If it’s a stand I support. In today’s society where corporations are people and people have no voice, it’s almost incumbent for corporations to take a position to support what is right for the environment, human rights, etc. Male / 34

I like when they agree with my beliefs.
Female / 28

I’m much more apt to purchase from a company that aligns with my values. Brands and corporations have huge power and I like to see that power being used for good. Male / 35

I don’t necessarily have to agree with their stance, but I do approve of them taking a stand of their own. Female / 40

Yes, it helps me to decide which brands I will invest my resources in. Female / 49

I like when brands take a stand on things that they feel are important — they have a platform and if they are willing to potentially lose (or gain!) by it, more power to them. Female / 31

It depends on the relevance of that stance to the company’s business and mission (e.g., a mountaineering/outdoor manufacturer taking a stand on environmental issues makes sense; other stances that appear purely political in nature are more suspect). Male / 45

Brands are like people with their own perspectives. Male / 45

Standing up for the environment, fair trade, and human equality/basic human rights is important. Male / 34

Yes, if I don’t agree with who they support I won’t shop there. Female / 23

Brands such as Nike taking a stance that speaks to my political values may not sway me to purchase their products, however if their stance was against mine, I probably would not purchase their products. Female / 27

Brands should focus on quality and performance, not politics that don’t have any association to the products. Female / 33

If their beliefs are similar to mine, I’m more likely to buy. Male / 27

If they promote something I don’t agree with I may shop there less. I would not participate in calls for boycotts etc. though. Male / 41

Because I have my opinion like other people have their own. I am not buying products to have other people’s opinions shoved down my throat. Female / 45

If they make a stand on the environment, etc., I will be inclined to support them.  If they make a stand on presidential candidates or political parties — that would be a turn off and I wouldn’t shop there. Female / 34

Sometimes. If there is an equally good product sold by a brand I feel
like is making a more positive impact on the world — politically, environmentally, etc. — I’ll buy it. Male / 36

Definitely. I will even spend a little more if I know that they give back to a good cause or are standing up for something I believe in. Female / 40

Yes. Brands that take a political stance alienate half of their customer base. Female / 43

I really appreciate brands and retailers that stay out of politics. I don’t need brands to alienate potential customers and try to separate the population more. Female / 39

While I may not necessarily purchase something specifically because of a political stand, I’ll absolutely avoid doing business with a company that makes it known they are against what I am. On multiple occasions I have walked out of a store empty-handed because the item(s) I was shopping for had branding/messaging/coloring that specifically supported causes I do not. Male / 34

Only in extreme scenarios, like if it’s something I passionately do or do not support. If I only agree or disagree a little, it doesn’t affect my purchases. Female / 31

Yes. With a nearly unlimited number of brands in each category there is bound to be one that you both like and can support. Male  / 33