Protesters interpreting Uber's connection to Trump were viewing the situation through a conventional branding lens, highlighting a significant disconnect. Uber's core users, who primarily fall within the young, urban, and progressive demographic, found themselves at odds with Trump's supporter base. This divergence led millennials, who are particularly conscious of brand identity, to perceive the situation as an identity crisis rather than mere political debate.

In a brand-conscious environment, the Trump administration was perceived not as a conventional government entity dealing with policy complexities, but rather as a strong, culturally divisive symbol. This perception amplified the sense of alienation among Uber's progressive customer base, illustrating the broader cultural tensions at play in contemporary society.