Should Your Brand Take a Stand? How to Mix Politics and Marketing
- Irene Schouwenaar
- August 5, 2024
Political upheaval has never been higher than it is right now. In the US alone, the recent assassination attempt on Donald Trump, a fraught Republican National Convention, and the news that Joe Biden would not seek reelection have thrown the news cycle into overdrive. And that’s just one of at least 64 countries (plus the European Union) holding major elections this year. Politics are, quite literally, everywhere.
But what about politics and marketing? What effect should the start of the world have on your message and strategy? Not much of one, according to a quick survey of CMOs — only 21% think their brands should take a stand on political issues. Problem solved, right?
Not so fast. Your buyers have a very different take. Data from the 2024 Edelman Trust Barometer suggests customers are more likely to purchase from, stay loyal to, and advocate for brands that share their values.
of decision-makers see brands as political
of Americans think corporations should make their political stance known
Every good marketer knows that understanding what their audience wants — and providing it — is vital to success. But how do you declare your political or social allegiances without alienating half your base in a world where political divisions are wide and growing?
What You Need to Know About Politics and Marketing
Politics and marketing are not a natural combination. Before you rush to declare your company’s position on whatever political or social issue is trending, there are a few key factors you need to consider.
- What are your company’s values?
Before taking a stand, make sure your entire team is clear on what matters to your business, your customers, and your staff.
- How strong is your audience’s appetite for political content?
The majority of Americans want to see their political values reflected in the businesses they work with. That doesn’t guarantee your audience does. Consider your target demographics, buyer personas and ideal customer profiles, and feedback you’ve received from customers.
- How will current events affect your industry — and your customers?
Stay on top of the latest news — in whatever format you choose — and what changes will mean for how and where you operate. Mixing politics and marketing is a tricky business. Be cautious about wading into fights that don’t impact your market.
- Business as usual is not an option.
You can try to avoid mixing marketing and politics, but there’s a real danger of coming off as out of touch, especially if the decision-makers you need to reach are actively looking for a sign you share their values. Of course, not everything has to be political. Your business is (presumably) not politics. But acknowledging current events is important.
“But B2B Marketing Has Never…”
A conservative view on politics is your business, but a conservative approach to marketing won’t do you any favours. While B2B brands have long shied away from veering out of business topics and into the real world, it’s vital that you remember that B2B decision-makers are human. Earning their trust is critical, and you won’t get it by staying silent while your competitors take sides.
“Today's world calls for aggressive strategies, some out-of-the-box and some that are fresh takes on old methods. You need strategies that slice through the marketing muck and mire. This is especially true in the B2B sector where ultra-conservative, we've-always-done-it-this-way attitudes prevail.”
5 Steps to Mix Marketing and Politics Successfully
“You’ve totally sold me on putting my brand’s values and views on display for all to see. I’m drafting fresh copy right now!”
While I admire your enthusiasm, there’s a right way and a lot of wrong ways to go about this. Here are a few tips to help your company take a political stand in a way that resonates with decision-makers.
- Make sure any political content you publish anywhere (big values statements on your main site or one-off social media posts; it doesn’t matter) aligns with your corporate values. Conflicting messages will cost you trust, not help you gain it.
- Be authentic. Don’t take a stand for the sake of adding your voice to the conversation. If your brand values aren’t already publicly available, start there before jumping on the bandwagon for a popular cause.
- Don’t go negative. (There’s enough of that out there in the world already, and, frankly, it’s never a good look.) Be a brand that’s for what you believe in, not against the bad guys (whoever they may be).
- Put your money where your mouth is. Actions always speak louder than words. Announcing what your company believes in is all well and good, but your buyers will see through your efforts quickly if your commitment doesn’t go beyond a generic brand values statement. For example, both Microsoft and Salesforce have offered to fund inter-state travel for staff in states where abortion is illegal.
- Be respectful and show some grace. Not everyone will agree with your stance — it’s the nature of politics. Following the previous four steps will help lower the risk of a backlash, but you should still be prepared for some blowback. Ensure spokespeople are well-briefed on your brand’s position and can respond to feedback effectively.
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