Red and Blue Make Green

If you know anything at all about mixing paint, you’ll know that the title of this week’s Weekly Report isn’t factually correct. When you mix true red and true blue you get purple, but stay with me — it’s a lesson in business, not chromatics.

The news media has been categorizing Republicans as Red and Democrats as Blue since the 2000 election. On Election Night, you can see what counties, cities and states voted Red or Blue. Each party has adopted the mantle. Virginia switches back and forth — Red, Blue, and Purple.

Depending on the study you read, Americans are roughly divided into three camps; red, blue, and purple. The Red camp is people who vote Republican. Blue is for Democrats. Purple is independent or not affiliated. Historically these groups have been about 1/3 of the electorate. But in recent years, Reds are 27%, Blue 29% and Purples are now the biggest group at 42%.

As a brand, you can lean left or right or try to remain independent. Starbucks leans left. Black Rifle Coffee leans right.

Both coffee brands have planted a stake in the ground politically and both are actively alienating the same amount of customers as they attract. Is this good business?

I advise clients to stay apolitical, because appealing to both sides of the political divide means you double the customer base. Being both Red and Blue will make you Green — the color of money. 

As the major parties become more entrenched and divided, the majority of American voters are not looking for a political point of view with their products or services. In other words, I would be more likely to buy more Venti Iced-Cafe Mocha or Freedom Fuel Roasts if I didn’t always know which way the company’s leadership leans.

At my companies, Madison+Main and Texas Inn, we serve all. Therefore we are GREEN.