Passikoff: On Brands and Politics

“Politics makes strange bedfellows.” That’s an 1870 quote from American journalist, Charles Dudley Warner. At the time he was talking about political coalitions, but it applies to brands as well. And, if you feel like politics have become much stranger recently, you’re probably not alone. 

Politics have become intertwined with nearly every aspect of public and private life, due to our current polarized, tribal, and combative political climate. Often sparking intense debate, forcing individuals and institutions to take sides. As a result, everyday topics such as news and sports and entertainment and business are now viewed through a political lens. That’s the new reality. OK, newish, but part of that reality has been brands inserting themselves into the political discussion. And they really shouldn’t. 

Our professional recommendation is brands should be apolitical. You don’t have to be a Democrat or Republican to drink cola, use laundry detergent, buy athletic shoes or use a smartphone. But these days, the minute a brand takes a political stand, one group of consumers or another is going to hate you. Not sometimes. Not often. Always! Remember what happened to Bud Light? Or Target? What went on with Nike and Chick-fil-A? It happens on the right and it happens on the left.

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The thing is, when you do a drill-down into category values that drive consumer engagement and brand loyalty, political values don’t ever jump out at you. There are values like “comes in a wide range of customizable colors” and “makes me feel satisfied.” But we recommend they avoid the overtly political. And, when brand stewards make the mistake of inserting values from the political arena into the marketing arena, it almost certainly leads to losses. Remember what happened to Goya?

Beyond the reality that political values are extraordinarily difficult to leverage when you’re trying to sell, well, anything, there are many compelling reasons why brands should avoid involving themselves in politics. See what’s happened recently to Tesla? And yes, that’s an extreme case for many reasons (and recalls don’t help), but because entangling a brand with politics virtually guarantees considerable downsides, here’s a few reasons, well, 7 I can think of straight away, why brands should refrain from wading into political waters. 

1. Alienating a Broad Customer Base

One of the most significant and obvious risks when a brand takes a political stance is the potential to alienate large portions of its customer base. Political opinions polarize, and it often inadvertently offends people who disagree. In a diverse society, customers hold a wide range of beliefs and values, and by aligning with a political party, a brand may isolate consumers who do not share those views. Oh, and face significant backlash. Consumers who disagree with the political positions expressed by a brand may feel hesitant spending money on products or services tied to a particular ideology. Brands thrive on attracting a broad audience, and political stances narrow market appeal.

2. Damage to Brand Reputation

Taking a political stand sometimes generates short-term attention or even sales among certain demographics, but long-term effects on a brand’s reputation can be devastating. Political involvement can lead to negative publicity, especially if the brand’s stance does’nt align with most of its target market.

Brand reputation is built on trust, and marketing history has shown consumers are more likely to support brands they perceive as neutral. When a brand engages in political discussions, it risks becoming associated with controversy, and that alignment can open them to criticism from opposing sides. And that can lead to a tarnished public image. The backlash can be irreversible, as consumers often find it difficult to separate political feelings from purchasing decisions.

3. Employee Alienations

Brand involvement in political issues doesn’t just affect customers. It can also harm employee morale. Employees come from diverse backgrounds and hold various political beliefs, and when a brand publicly takes a stance on a political issue, it risks alienating workers leading to dissatisfaction, decreased productivity, employee turnover and toxic work environments. Having to navigate internal political debates distracts from a brand’s core objectives. 

4. Impact of Political Statements

Political statements from brands generally have fleeting impact. They spark conversation and garner media attention but rarely lead to long-lasting change. In fact, many consumers have grown increasingly skeptical of brands that engage in performative political activism, seeing it as opportunistic or self-serving. Or just plain strange. When a brand aligns itself with a political position simply for marketing purposes – because category values don’t customarily include political values – it risks being labeled “disingenuous.”

5. Backlash & Boycotts

One of the most immediate consequences of a brand taking a political stance is the risk of backlash and boycotts. The most recent has been reactions to Tesla. Consumers who disagree with the company’s and founder’s political views have taken to both social media and streets to protest and encourage consumers to shun the brand. Online activism makes it easier for consumers to mobilize against brands they perceive as participating in partisan politics resulting in a significant loss of sales.

Boycotts not only hurt a brand’s bottom line but also create negative public relations cycles that can be difficult to break. The more a brand’s involvement in politics is scrutinized, the more difficult it becomes to maintain a neutral and professional image. Even if the brand tries to distance itself from a political stance, it can often find itself embroiled in ongoing and escalating controversy. Remember the Boston Tea Party?

6. Brands & Society

The primary function of any brand is to offer products and services that best meet consumer expectations. While brands can – and should – be socially responsible, their primary focus should remain on delivering value and emotional engagement. Political involvement is, as we’ve seen over the past three decades, outside the scope of what customers expect from their Category Ideals. 

Consumers do not typically look to brands for political leadership and attempts to provide it are often seen as overstepping their roles in society. A brand’s long-term success relies on building meaningful engagement with consumers, employees, and communities, not by aligning with one political group or ideology. Consumers rationally know and emotionally feel the difference between “civics” and politics.”

7. Political Unpredictability

Finally, political climates are ever-changing. What may seem like a popular stance today could quickly lose support tomorrow. Political movements and opinions fluctuate, and public sentiment shifts rapidly. Brands that take a firm stance on one side or another run the risk of being caught off-guard when public opinion changes. More particularly in the age of social media, where viral moments can rapidly change the conversation. Brands too involved in politics may find themselves on the wrong side of public opinion and face uncertain futures.

In George Washington’s farewell address, he famously advised Americans to “avoid political entanglements.” He said that because he thought it likely to pull the country into unnecessary conflicts. He was, of course, talking about geopolitical coalitions.

Turns out, it’s equally true for brands. Because political entanglements can get really strange, really fast.

_{Photo by Dan Meyers on Unsplash}