U.S. Politics

What Americans Think of Labor Unions and Workplaces in 15+ Charts

October 2023
Chart Pack

Report summary

As labor union strikes continue to impact different industries, brands are increasingly in a position to be evaluated on labor practices by consumers. And despite a summer filled with strikes, U.S. adults hold generally positive views of unions and support strikes. 

To explore these trends in consumer opinions of unions and workplaces in the United States, we’ve compiled a series of Morning Consult charts that explore public opinion on the intersection of brands and labor unions. For more analysis, please see Morning Consult's proprietary Economic Intelligence data on U.S. jobs and employment.  

Chart Pack highlights: 

  • Favorability toward unions falls along expected political party and age lines. Those favorable toward unions are more Democratic (53%), more liberal (40%) and trend younger (11% among Gen Z adults and 35% among millennials). Those unfavorable of unions are more Republican (50%), conservative (61%) and older (24% among Gen Xers and 46% among baby boomers). 
  • A majority of U.S. adults said it is important for unions to advocate for workers’ rights, including higher pay, raises, retirement benefits, consistent work hours, affordable health care, paid time off, job security and a safe work environment. A large portion of these adults see labor unions as the main force to protect workers. 
  • Half of U.S. adults consider it a priority that a new job has a labor union they can join (51%), including 76% of those currently in a labor union. This is especially true among Democrats (65%) and those with a household income under $50,000 (54%).
  • A quarter of U.S. adults support labor unions striking but only if it does not have an impact on their day to day life (24%). This is felt consistently across demographics, including 28% of Democrats, 25% of Republicans, 29% of those who feel favorably toward unions and 30% among those currently in a union. Disruptive strikes are still generally supported by a plurality of adults. Four in 10 U.S. adults said they support striking even if it impacts their day-to-day life . This is one sentiment that does not divide age groups, with roughly 40% supporting disruptive strikes no matter their age. 
  • While price is a top consideration for U.S. adults when deciding whether or not to purchase a product or service (72%), nearly half said that how well the company treats its employees is a major factor (48%). Those currently in a labor union (61%) said this is a major factor at a greater rate than average Americans. Those with an unfavorable view of unions were less likely to say this is a major factor when deciding whether or not to purchase a product (38%). 


This poll was conducted between Sept. 23-25, 2023 among a sample of 2203 adults. The interviews were conducted online and the data were weighted to approximate a target sample of adults based on age, gender, race, educational attainment, region, gender by age, and race by educational attainment. Results from the full survey have a margin of error +/-2 percentage points.

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