As Americans become more socially and politically engaged, they want to support brands that share their values. Progressive Shopper clues online shoppers into a brand’s political affiliations, offering liberal Americans a chance to put their money where their mouth is.

Patagonia has announced various measures to help improve voting accessibility in the 2020 US general election. With the brand known for its political activism, its continued dialogue with important issues will likely resonate as consumers increasingly look to brands to take a stand.

In America’s divided political landscape, women’s issues have come to the fore in recent years. Yet for conservative women and their central organizing group, The National Federation of Republican Women, political views and consumer trends are often expressed and formed along partisan lines.

The death of George Floyd and ensuing protests saw companies worldwide attempt to address systemic racism in their messaging – though many faced a tide of consumer cynicism. Semiotics expert Chris Arning explains how brands can meaningfully show their commitment to anti-racist action.