"... millennials’ waning interest in politics may be causing them to overlook, or even not know, about the political influence of the makers of their favorite products."

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Millennials: Are Your Favorite Brands Influencing Politics?
By David Joyner, July 29, 2014

Studies have confirmed several statistics about the group known as millennials, the generation born between 1980 and 2000. They’re on track to be the most educated generation to date, they’re getting married significantly later in life, and they’re in debt. They’re also the most civically engaged generation the United States has ever seen.

Millennials are more likely to discuss current events than their parents and more likely to volunteer or donate to a cause they care about. What’s more, not only does the generation participate in boycotts, but they’re particularly interested in “buycotting” or buying strictly from producers they see as ethical and philanthropic.

One civic duty the group doesn’t seem particularly passionate about is voting. This isn’t surprising, since young Americans haven’t mobilized to vote since the 1960s. It is noteworthy though, since millennials will make up 40 percent of the electorate in 2020. While the generation seems concerned about the ethical practices of the brands they’re loyal to — think Chick-Fil-A boycotts by social liberals and buycotts by conservatives — millennials’ waning interest in politics may be causing them to overlook, or even not know, about the political influence of the makers of their favorite products.

A recent survey asked millennials which brands they’re most likely to buy for their next purchase in a given category. What follows is a look into where the parent companies have their money-in-politics.

Though millennials tend to eat at home when they’re trying to save money, they do have a fondness for Olive Garden. They ranked going to a restaurant as their second most likely splurge. Darden Restaurants, which owns the Italian eatery, has been involved with money-in-politics for several years. Darden has favored Republicans since the 1990s, and in the 2012 election cycle set its own record by giving $591,575 to candidates and committees supporting conservative causes. Darden has given $324,000 to Republicans so far this cycle, which is slightly more than its $268,000 in contributions to Democrats. In 2013 it spent more than $1.3 million on lobbying, and is on track to do the same this year with $690,000 already reported. CRP records show that while the group has been lobbying on expected issues such as the minimum wage and employee health care, it has also expressed support for immigration reform on three separate occasions.

Alcohol made it to the top of millennials’ shopping lists. Vodka is the generation’s favorite liquor, and it’s showing a preference for Smirnoff. Manufactured by the London-based Diageo PLC, millennials might be interested to know that their purchases of Smirnoff are helping the company to hire a line-up of lobbyists that includes former Sens. Trent Lott (R) and John Breaux(D). As far as donations go, Diageo PLC has leaned to the left since 2008, giving at least $40,000 more to Democrats than to Republicans in the past three election cycles. This cycle’s donation split is nearly even between both parties: $73,604 to Democrats and $73,003 to Republicans so far.

When it comes to technology, millennials gravitate towards Apple Inc. iPads, iPods, and Macbooks are at the top of every 20-something’s wish list, and it looks as though Apple wants to see those devices in classrooms as well. The nearly $3.4 million the company spent on lobbying in 2013 was used in part to advocate on a handful of bills that included language about increasing access to technology in the education system. Education bills are also on the group’s lobbying reports so far for 2014, in addition to patent protection and online privacy. The company has already spent $2.2 million on lobbying in the first half of this year. Apple has no corporate PAC, but donations by employees to candidates and political committees show a strong preference for Democrats. While the company’s employees donate significantly more during presidential elections, they have already given $71,500 to Democrats in this election cycle, compared to the $9,500 donated to Republicans.

The fact that this generation is waiting until later in life to have children and is more interested in adopting a pet may be having a positive impact on the pet services industry. Purina is the brand millennials are most loyal to for their pet food. Purina is owned by the Swiss company, Nestle SA. Until 2010 the company made large donations to Republicans, donating $197,164 more to the GOP than to Democrats in 2008.  It has since scaled back its political giving, and so far this cycle has given more to Democrats for the first time, according to CRP records. As far as lobbying expenditures go, the company passed the $1 million mark in the second quarter of this year; it has spent $1.1 million on lobbying so far in 2014.

When it comes to jewelry, millennials’ spending tends to be split between Kay Jewelers and Tiffany & Co. Kay is owned by Signet Group, which has no corporate PAC, and employees of which have donated just $3,500 so far this cycle, all to Democrats. The group has spent $100,000 so far this year on lobbying, and its efforts have focused on the Marketplace Fairness Act as well as a bill involving supply chain transparency and human trafficking. Meanwhile in this election, employees of Tiffany have given $41,450 to Democratic candidates and committees, compared to $1,000 to Republicans. It has spent $160,000 on lobbying, with its top interest being natural resources and trade.

Another item millennials admitted they might splurge on is a live performance, such as a concert or sporting event. Of those, the most likely was baseball, and the Major League Baseball Commissioner’s Office has favored Democrats in its political giving since 2006. This cycle has seen $260,300 donated to Democrats and $217,000 to Republicans so far. Some of the top recipients include Ed Markey (D-Mass.) with $17,000 and Eric Cantor (R-Va.) — who lost his June primary — with $7,500. The commissioner’s office has spent $260,000 on lobbying efforts through the first half of 2014, though no specific bills have been reported. Its top issues include disaster & emergency planning, health, and telecommunications.

Though millennials said they either can’t afford or don’t need to buy a new car anytime soon, their preferences were Honda Motor Company and Toyota Motor Corporation. Honda has already spent $1.4 million on lobbying this year, mostly on bills involving trade and patent protections. Honda does very little donating directly to candidates and campaigns, having given just $500 to both Sen. Kay Hagan (D-NC) and Rep. Don Beyer (D-Va.) so far this cycle. Toyota has been more generous with its campaign donations, giving $63,264 to Democrats and $118,000 to Republicans for this election. The group spent nearly $4.6 million on lobbying in 2013.
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