Navigating the intersection of brand identity and political engagement is a complex challenge for PR professionals. First, we know today’s consumers buy into company values as well as their products, and the lines between commerce and social consciousness are blurring. But wading into the political arena is a high-stakes gamble.

The U.S., in particular, is deeply divided, and any political stance will inevitably alienate a significant portion of the population. One misstep can trigger a firestorm of backlash (i.e. Kid Rock fans shooting up cans of Bud Light), while a well-executed stance can solidify brand loyalty (Ben & Jerry’s never shies away from a stance — just ask their recently fired CEO — but their customer loyalty is much higher than any of their competitors’).

Consumer Expectations of Brands’ Purpose

According to Edelman’s 2023 Trust Barometer, 60% of consumers buy based on their beliefs and values. Brands are seen as powerful societal forces, and consumers want them to use that power for good. Reading about the current boycotts on Target, Tesla, and Amazon for rolling back DEI policies drives that point home. 

We believe that ultimately deciding to take a stance on an issue is all about your brand’s purpose — your company’s “guiding star.” If a political issue directly aligns with your brand’s core values and mission, engaging may be a natural extension of your identity.

Assessing the Risks and Rewards

PR professionals need to carefully and thoroughly evaluate risk assessment and stakeholder sentiment.

On the plus side, taking a stance can actually help you gain customers. Values-driven consumers are actively seeking brands that reflect their beliefs, and taking a principled stand can position your brand as a leader in social responsibility. Nike’s 2018 “Just Do It” campaign featuring Colin Kaepernick, a controversial figure, sparked both praise and outrage. While some called for a boycott, the campaign ultimately resonated with Nike’s target audience and actually boosted sales by 31 percent.

However, the current political climate means any stance will likely alienate a segment of your audience. And what’s a generally popular sentiment this year might be wildly different in the future. Furthermore, social media can amplify negative sentiment, leading to boycotts and reputational damage. Public opinion toward corporate DEI and CSR programs are a prime example.

Before taking a political stand publicly, consider these questions:

• Is the issue directly relevant to your brand’s values? If not, remaining neutral is probably the safest approach.

• Will our stance resonate with your target audience? For example, a software vendor in the healthcare industry may benefit from taking a pro-vaccine stance as that audience is likely to largely agree. But that same company taking a stand on evolving immigration laws (because 15% of its workforce are immigrants) might not resonate as well with healthcare providers or seem out-of-place for your customer audience.

   

• Have we conducted a thorough risk assessment?

   

• Are we prepared for potential backlash and ready to engage in dialog? If you’re going to make a statement expect a response and be ready to stand your ground.

Political engagement is a high-wire act for brands. It requires careful consideration, strategic planning, and a commitment to authenticity.

By prioritizing values, conducting thorough research, and communicating transparently, brands can navigate this complex landscape and build stronger relationships with their audiences — increasing sales and revenues in the long run.