Fear
In 2025, where politics is divisive and the threat of conflict can feel ever present, around one third of consumers have feelings of worry about global conflict or the risk of war. These feelings of stress can then have an effect on how consumers behave. Also, it can impact on the purchasing choices they make, both consciously or unconsciously. With the US’ newly introduced “America First” policy with tariffs, consumers are expected to feel worried about prices rising and food shortages increasing. This can result in panic buying as well as impacting how American brands are perceived with local products being viewed as “safer” options.
Furthermore, high levels of migration are also causing panic among consumers, especially those from the older generations. As a result, there has been a 10% increase in the proportion of consumers who prefer products with “traditional” flavors over unusual or exotic. This is a result of consumers retreating back to the comfort of what they know in a time of heightened polarization and constant change.
Anger
Consumers can also have an angry reactionary approach to global politics, expressing their frustration through their purchasing choices. With the newly introduced US tariffs, many consumers in affected areas are demonstrating anti-US sentiment in their purchasing decisions. One of the key methods consumers can use in order to express frustration with global politics is through boycotts. FMCG Gurus’ consumer insights show that 27% of consumers have actively taken part in a boycott before. This is made even easier today, where there is a plethora of choice available to consumers. In 2025, there are boycotts against US brands happening in Canada and the EU. Consumers are encouraged to choose local products as a political stand against the new tariff policy.
Furthermore, with the growth of social media, consumers not only consider the political stance of the brand, but the key individuals within the company as well. In 2025, Elon Musk, CEO of Tesla, caused backlash against his company by supporting Donald Trump and his international policy. As a result, Tesla have experienced a massive decline in sales as consumers cannot and do not want to separate the individual from the product.
Activism
In contrast, brands can also attract consumers by taking a political stance on certain issues. This includes generating support from those who share those views so brands have the opportunity to build a strong base. This can be done by demonstrating a willingness to publicly express approval or disapproval for certain foreign affairs. For example, Ben and Jerrys have utilized this technique in the past. The brand organized campaigns to support environmental policies and providing products at events supporting policy reform. Examples of this include Black Lives Matters and International Women’s day. However, in expressing strong opinions, brands also risk alienating consumers with differing opinions, and creating the chance for boycotts.