Tags: branding | work | business

The American Brand Means Working for a Business

The American Brand Means Working for a Business
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By Monday, 06 April 2020 09:52 AM Current | Bio | Archive

It's been said the business of America is business. No other country in the world can boast of this fact, but there is still a vociferous minority who are critical of this most differentiating statement about Brand America.

With Democrats warning the public that the original COVID-19 relief bill of $500 billion for corporations did not include enough restraints on business, one senses a reflexive partisan posture.

Who are these critics who are suspicious of business? Human nature makes it obvious to deduce: Those not employed by American businesses.

Their "group think" idea — that business is comprised of individuals motivated by self-interest — could not be farther from the truth. But it still resonates with the seldom-right, never-in- doubt crowd. They fail to understand that when it comes to small businesses, the motivation is more about making a difference, by creating jobs and a better life for their families and those they employ, than it is about greed.

And who are these workers, both outside and inside business? What are their respective numbers and, even more interesting, what is their political party affiliation?

The American workforce and their job descriptions in millions of jobs are outlined below:

Let's refer to the first group as Non-Business Workers. They include 7.4 million state/local government workers and a 2.8-million-person federal workforce.

The nation has about 3.6 million schoolteachers and 1.5 million college or university professors.

Lawyers, state, federal and local elected officials and the media come in at 1.6 million, 520,000 and 1.9 million respectively.

The total for this esteemed non-business workforce comes to a mere 19.4 million.

It pales in comparison to the number of people who work in business. About 59 million people work for small business while another 60 million for large businesses.

Combined, this group of business workers adds up to 119 million or 76% of the workforce, compared to only 12.4% represents the non-business workers.

The remaining 18 million people, or 11.5% of the workforce, work in the healthcare field and can be best classified as a hybrid of non-business/business workers.

Non-business workers appear to have a unique political affiliation identity — they tend to be more Democratic. Federal and state/local government workers lean Democratic. In the unionized federal workforce, about 40% identify as Democrats versus 27% as Republicans. Unionized state workers favor Democrats over Republicans by 46% to 24%; in local governments, an estimated 40.6% are Democrats while 26.6% are Republicans.

Teachers and college/university professors show similar predilections. U.S. News and World Report's 2017 rankings found that there are more than 10 professors affiliated with the Democratic Party for every faculty member who is a registered Republican.

Seventy-five percent of lawyers in 2020 contributed to Democrats with 24% giving to Republicans with a total donation amount of $104.5 million.

Fifty-eight percent of journalists admited to being left of center in an editorial written in Investor's Business Daily.

Consider also that the 18 million workers in the healthcare field also lean more Democratic. The American Health Care Association, a nursing lobby, contributed 63% of its funding to Democrats versus 37% for Republicans.

Using the most recent Gallup Party Affiliation poll — with Republicans accounting for 30% of the electorate; independents, 36%; and Democrats, 30%, we can deduce that a similar party affiliation breakdown will be seen within the 119 million business workers.

So where one works tells us a great deal more about American politics than how much we earn. It also helps us point out, once again, that it is always easier when you have marketing and branding in mind.

Dr. John Tantillo is a marketing and branding expert, known as The Marketing Doctor. JT utilizes his doctoral skills in applied research psychology to analyze the issues and personalities of the day utilizing his marketing and branding lens. This provides his readers with additional insight needed to understand the "new normal" in politics, news, and culture. Dr. Tantillo is the OpEd writer for Political Vanguard. He is the author of "People Buy Brands, Not Companies," and the Udemy course "Go Brand Yourself!" You can follow him on Twitter @marketingdoctor and at Facebook.com/dr.johntantillo. To read more of his reports — Click Here Now.

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With Democrats warning the public that the original COVID-19 relief bill of $500 billion for corporations did not include enough restraints on business, one senses a reflexive partisan posture.
branding, work, business
Monday, 06 April 2020 09:52 AM
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