Outdoor Insight

50 • Outdoor Insight • November 2018 outdoorinsightmag.com END INSIGHT See the complete list of consumer comments at outdoorinsightmag.com Source: MESH01. Survey includes 132 consumers, male and female, average age 34. Does a brand or retailer's political stance impact whether or not you purchase their products or shop their stores? YES: 52% NO: 48% Yes. Brands that take a political stance alienate half of their customer base. FEMALE / 43 It depends on the stance or cause. I'm not avoiding Nike, for instance, but I will not buy it right now, either. FEMALE / 49 If their beliefs are similar to mine, I'm more likely to buy. MALE / 27 Doesn't change how good the products are. FEMALE / 27 Yes because if I don't agree who they support I won't shop there. FEMALE / 23 I buy based on what I need. I vote based on what I know. FEMALE / 39 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 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 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 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 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 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 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. F EMALE / 45 Brands should focus on quality and performance, not politics that don't have any association to the products. Female / 33 I focus on the product rather than someone's personal thoughts. FEMALE / 22 I do not let politics affect my purchasing decisions. Quality products drive what I purchase. MALE / 37 We surveyed more than 130 consumers. Here is what they told us. 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 If I agree with it, then it makes me love them more. If I don't agree with it, then I just ignore it and buy the product I like. FEMALE / 31 If they have a good product and it benefits me I'm not going to not buy it. If a company has a horrible product and they go on talking about politics and targeting a certain group for attention I am still not going to buy it. FEMALE / 27 Make a good product. I will hear your opinions but I'm more impressed if you want to hear mine. I will avoid your product if it forces me to take a side or forces me to make my choice of clothing mean something more than a choice of clothing. FEMALE / 37 If they promote something I don't agree with I may shop there less. I would not participate in calls for boycotts, though. MALE / 41. 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 If the company's leadership publicly or privately supports a cause, that's for them to decide. It has little impact on me and my decisions. MALE / 33 I disagree with Nike's Kaepernick ad campaign, but I won't burn my Nike gear. I will also buy Nike in the future if it's a good price and a needed product. But if all factors are the same between two competing products, I'll chose the non-Nike one. I think the ad campaign was needlessly antagonizing. Why do that? FEMALE / 23 At this point it does not affect my purchases, but if I become annoyed or feel strongly against the brand's opinion, I may change my mind. FEMALE / 48

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