I believe consumption patterns in general will reflect political leaning. For example a college kid probably travels to and from home requiring airline tickets, Uber, etc. Whereas a rural kid might have need of satellite wifi and diesel vehicles for long haul trips. These are inherently different consumption patterns that require brands to pick sides for their respective consumers. If anything the trend of companies choosing political sides will become exacerbated by consumers.
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That applies to an extent, but there's plenty of products that sell across the political spectrum. I might not buy a work truck, and my neighbour might not be interested in fiber internet, but we both buy hamburgers.
I could see this break two ways:
1. Investors start handing companies their asses for throwing away potential customers.
2. There's just enough extra margin available in segmenting their customers that politically flaired brands end up being successful. Obviously that gets toxic fast if it works, but will it actually pan out? I can see brands trying to be "big fish in a small pond" by being the "anti-woke" (or "woke") choice, but will people really pay a premium for it? I could see choosing Lyft over Uber, or ordering a mainboard from B&H instead of Amazon, when the price is more or less the same, but I'm not sure I can justify paying 20% more.