Activism

New Poll Suggests Donald Trump's Brand Is Going Right Down the Tubes

A survey finds Americans are less likely to buy products endorsed by the president.

Photo Credit: Gage Skidmore / Flickr

As protests of Trump-endorsed products continue apace, researchers are finding that a majority of Americans are losing their appetite for his brand.

According to a new consumer survey, nearly half the population is less likely to use a product endorsed by President Trump, and nearly a third would boycott it entirely. 

“We know Trump is a very polarizing figure, but these data suggest that the people who don’t like Trump feel much more strongly about it than the people who do like him,” said Steven Millman, Simmons’ chief scientist. 

The NBC News/Simmons Research survey asked respondents three questions:

  • Would you be more likely to use a product endorsed by President Trump?
  • Would you be less likely to use a product endorsed by President Trump?
  • Would you actively boycott a product endorsed by President Trump?

While partisanship plays a big role, self-described Republicans appeared fairly neutral, showing a mere 8-point difference between "more likely" and "less likely." Independents performed much like Democrats, who predictably reported strong opposition to Trump-endorsed products — a 61-point difference. 

While conservative-leaning brands like Cracker Barrel, Hobby Lobby or NASCAR might stand to benefit from a presidential endorsement, the opposite is just as likely to occur. Case in point: CEOs and founders like Home Depot's Bernie Marcus continue to face backlash for supporting Trump. 

Alexandra Rosenmann is an AlterNet associate editor. Follow her @alexpreditor.

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