Bucking the Trend - Why the Dunkin' Brands are Staying Apolitical

Update: Dunkin’s 2024 Political Contributions Tell a Different Story

Despite Dunkin’ Brands’ public stance of being apolitical, financial contributions from the company’s executives and PAC tell a more nuanced story. In the 2024 election cycle, Dunkin’ executives have contributed $21,473 to Kamala Harris and $17,216 to Donald Trump, reflecting engagement on both sides of the political spectrum. Additionally, the Dunkin’ PAC has distributed $70,000 to Democratic House and Senate candidates and $65,000 to their Republican counterparts.

This balanced approach to political giving reveals that while the company publicly distances itself from political affiliations, its financial actions show a level of strategic engagement with both major parties. This reinforces a trend seen across corporate America—where brands publicly maintain neutrality while executives and PACs quietly distribute contributions across the aisle to maintain relationships and protect business interests.

In today’s hyper-politicized climate, brands that claim neutrality are often forced into the political conversation regardless of intent. Dunkin’ Brands’ donations may keep them from being explicitly labeled as partisan, but consumers are increasingly scrutinizing where corporate dollars flow. Ultimately, Dunkin’s attempt to remain politically neutral while engaging in bipartisan financial contributions underscores the challenge modern brands face in navigating the intersection of business and politics.

Original Article

The United States is more polarized politically then anytime since the Civil War. Social media and the 24/7 news cycle have all contributed to the current political divisions. 

We hear constantly of families being divided over politics.  Our political divisions have even poured over into consumer purchasing habits. 

Today’s consumers expect that a brand they use will reflect their political and social values. We all know Starbucks is considered a liberal brand. Chick-fil-A is considered a conservative brand. That is why Dunkin’ Brand which owns both Dunkin’ Donuts and Baskin Robbins made news when company executives announced during a panel at the 2019 International Trademark Association (INTA) meeting in Boston that they were taking a stand against politicizing their brand. 

Executives even went so far as to say, Dunkin’ Brand isn’t Starbucks. This means that they will not make contributions to organizations on the left such as Planned Parenthood, nor discounts to those on the right such as the National Rifle Association.

So a brand bucking the popular tend and not taking a political stand?  Right? No, the complete opposite. Despite claiming, that Dunkin’ Brand is apolitical and does not take political stands, the brand actually took a political stand by not taking a political stand.

First Dunkin’ Brand announced that they are not Starbucks.  Company executives will argue that what they meant is that they do not take political stands.  Yet to social media, what Dunkin’ Brand’s announcement meant was that if they are not Starbucks, then they must be conservative leaning.  Twitter is afire with conservatives praising Dunkin’ Brand and urging people to frequent the company.  Likewise on Twitter, liberals are either silent or taking barbed shots at the company.

Secondly, we have seen a political reaction to the announcement.  Conservative politicians are heaping praise on Dunkin’ Brand for their brave stand.  One the other hand, some progressive politicians are now saying they will never frequent anything owned by Dunkin’ Brand again.

Finally, by claiming they are not Starbucks, Dunkin’ Brand took a calculated move.  They knew in this polarized political environment what such an announcement would do and made it.  Many view the comment as a hit on Starbucks and a direct appeal to conservatives.  The result is the brand will now be the favored brand of conservatives.

Brands can claim they are apolitical, but today’s consumers will not accept that.  Even by claiming to be apolitical, a brand is taking a stand in the public’s mind.  As our political divisions deepen, we can expect even more brands and companies regardless of size to take a stand on one side or the other of the political spectrum.