Trump Trumps Clinton Among Biz Voters, NAPCO Media Research Shows
Three out of four industries support presidential candidate Donald Trump over his opponent, Hillary Clinton, according to a survey conducted by NAPCO Media Research.
Business leaders made up their minds even before Monday night’s debate, according to the research titled “Make American Business Great Again: Corporate Leaders Choose Trump Over Clinton.”
Nathan Safran, director of research at NAPCO Media, says these findings reflect a rare effort — determining the business point of view about the election. Most of the research is focused on the consumer’s opinion, he says. So in August, he worked to rectify that.
To that end, he writes in the survey’s executive summary: “The study — a survey of 810 business leaders across the Printing, Promotional Products, Consumer Electronics and Nonprofit industries — found three out of four industries support Trump over Clinton, with two of the three supporting Trump over Clinton by a margin of 2-to-1.
“Overall,” Safran continues, “54 percent of respondents intend to support Trump vs. 32 percent Clinton and 14 percent undecided. The economy and national security were top-of-mind issues for business leaders, and 63 percent of respondents believe Trump is best equipped to grow the economy compared to 37 percent [for] Clinton.”
NAPCO Media Research surveyed audiences for NAPCO Media’s brands Dealerscope, NonProfit PRO, Printing Impressions, Promo Marketing, Technology Integrator and Target Marketing. Executive-level audience members answered questions online in August. Their responses revealed hints as to the different approaches to government policies professionals have in each field.
“Trump enjoyed his widest support in the printing industry, with 62 percent,” according to the research. “Clinton captured [a majority of] 53 percent in the nonprofit industry, compared to 34 percent [for] Trump.”
A Third Are Voting Against Clinton
One third of the 810 business leaders NAPCO Media Research interviewed aren’t voting for Trump — they’re voting against Clinton.
“This suggests there may be something specific about Clinton that is turning off business executives,” says the report, “causing them to support Trump, but they do so while not necessarily believing fully in the candidate.”
It’s the Economy
If an economic solution instead of a candidate were running for president, 87 percent of marketers would vote for that concept. In the promotional products profession, 91 percent said the economy was the key driver of their support for a presidential candidate.
The economy was, by far, the top vote driver, with only the nonprofit industry rating national security as the No. 1 issue.
“This prioritization likely reflects the business leader audience and corporate mindset with which respondents completed the survey,” reads the report. “With economic issues top-of-mind for respondents and a non-trivial skew to support Trump overall, it may also mean that business leaders are rather clearly signaling they believe Donald Trump to be better equipped to grow the economy and protect their business interests than Hillary Clinton.”
Non-Business Concerns – Voting As a Person
Business executives are still individuals, with concerns as citizens. So while the economy ranked No. 1 for them in this research, their other concerns include national security, social issues, immigration and the candidate’s character.
The organizational leaders also may rely on different parts of that economy. Some nonprofit executives, for instance, may be concerned about the ability to obtain government grants, and may view candidates through that lens.
Nevertheless, 63 percent of all respondents say Trump would do the best job of growing the economy. Even most self-declared “undecided” voters think the same, according to the research.
To obtain the report, click here.
What do you think, marketers?
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