Why (or Why Not) Your Brand Should Get Political
In our hyper-polarized world, it is difficult to decide whether brands should engage in political content. With the era of social media amplifying every opinion and consumer expectations constantly shifting, it’s easy to feel overwhelmed. When election cycles come around, this becomes increasingly important.
So, that begs the question. Should you publish political content? Well, you might not like this answer, but it depends.
Here’s what I mean by that. Getting political isn’t just about throwing your hat in the ring. You should consider a host of factors, such as your brand’s identity, values, audience, and nature of the issue.
To put it another way, creating political content is more about taking a stance on what you believe. Often, this would be social issues or legislation that you can get behind.
In my opinion, this is in contrast to a local business in my neck of the woods. On my way back home to the shore, I passed a business that installs bed liners in pickup trucks. On the outside of their storefront, there was a huge Trump banner. Let me be clear, though. It’s fine for them to support whoever they want for president. That’s their right.
However, if I were a patron, I would be more concerned with quality, price, and customer service. Because they made their political views clear, I would prefer to do business with another company that aligns with my political views — even if they aren’t as good. Or, even better, support a company that doesn’t share their political view.
And, before being accused as a triggered snowflake, I would feel the same if they had a banner supporting the Democratic candidate — which as of this writing is Harris. Why? Well, again, I don’t see the correlation between supporting a political candidate and truck liners. And, I can’t stress this enough, I would be more concerned about the quality, price, and service.
Patagonia and Black Rifle Coffee Company: Brands That Got It Right
As an outerwear giant, Patagonia is also a vocal advocate for environmental protection. With a passion for the outdoors at its core, the brand seamlessly integrates its activism into its business model. That’s why money people would consider Patagonia a brand aligned with the left.
As a company, Patagonia extends its commitment beyond marketing slogans. In addition to establishing concrete programs like garment recycling, the company’s website prominently features its social initiatives. This includes endorsing eco-friendly candidates or resources, like where to volunteer or donate. For example, through the company’s Action Works, you can connect with environmental action groups in your area. Additionally, Patagonia Action Works processes and distributes donations to environmental grassroots organizations in partnership with Network for Good.
In short, their brand identity is rooted in transparency and authenticity.
Moreover, Patagonia is fearless in standing up for what it believes in. The company, founded by Yvon Chouinard, has consistently demonstrated its commitment to the environment through high-profile litigation. Also, Patagonia uses QR codes and reduces paper hang tags, thereby reducing landfill waste by 170,000 pounds. And, the company also allows customers to trade in and purchase worn clothing.
By being socially responsible and successful at the same time, Patagonia displays that business success can coexist with social responsibility.
But, to be fair and balanced, let’s look at a brand on the other side of the political spectrum.
With its unique blend of purpose and passion, Black Rifle Coffee Company was founded by veteran Evan Hafer. In between deployments to Iraq and Afghanistan, Hafer refined his marksmanship and coffee roasting skills. Through the combination of these two loves, he has created a company that not only employs veterans but also supports them.
Each purchase you make at Black Rifle Coffee Company benefits veterans, law enforcement, and first responders. Apart from coffee, the company also sells apparel and tumblers.
In addition to its products, Black Rifle Coffee Company is committed to giving back to the community. They publish Coffee or Die Magazine, which features in-depth stories about military members, veterans, and first responders.
On the surface, it might not seem that these two companies are political. But, that’s why it works for these brands. Both put their values front and center. As a result, when they discuss social initiatives or support a candidate it’s organic, instead of talking politics because of their party affiliation.
Pepsi’s Misstep: A Case Study in Tone-Deaf Advertising
Kendall Jenner’s Pepsi commercial stands as a prime example of a brand catastrophically misjudging public sentiment. In an attempt to capitalize on activism, the ad was not only misguided but deeply offensive as well.
In the commercial, social issues are portrayed vaguely and trivially. Using consumerism as a means to resolve complex issues, Pepsi grossly simplified the issue of racial inequality. Moreover, the ad’s portrayal of a privileged model joining a protest and defusing tension with a soda is insensitive to the real-life struggles and dangers activists face.
Ultimately, the commercial alienated consumers and damaged the brand’s reputation, providing a cautionary tale for brands considering political campaigns.
Another example? The infamous Ram Truck Super Bowl commercial using parts of Martin Luther King Jr.’s speech. I don’t know what MLK has to do with Ram trucks. He did, however, speak out against car advertisements.
The Case for Political Content
So, you’re thinking of diving into political waters with your brand. Although it can be risky, it can also be extremely rewarding. Let’s take a closer look.
Why it might be a good idea:
- Strengthen your brand. By taking a stand, you can make yourself stand out. After all, a brand with strong beliefs gets people’s attention.
- Connect with your audience. Politics matters to lots of people. You might make them love you if you do too. In fact, 63% of consumers buy and advocate for brands based on their beliefs and values, according to the 2023 Edelman Trust Barometer report.
- Demonstrate your values. With political content, you can demonstrate to your customers that your company cares more than just about making money. Ultimately, it’s a great way to reinforce corporate social responsibility and your values.
But here’s the catch:
- You might lose customers. People have strong opinions, and they might not agree with yours.
- People might think you’re a fake. When you don’t believe what you’re saying, people will see right through you.
- It’s complicated. Politics can be messy. Because of this, you need to be careful when it comes to law and ethics.
So, when is it a good idea?
- Does it fit your brand? Stay true to yourself.
- Will your customers like it? Make sure you know your audience.
- Can you handle the backlash? Don’t be surprised if you receive negative feedback.
- Is it worth the risk? Weigh the pros and cons.
If you decide to go for it, here’s some advice:
- Be genuine. Authenticity is key.
- Do your research. You should know what you’re talking about.
- Choose your battles wisely. Your brand should focus on issues that matter to it.
- Listen to your customers. Listen to what others have to say.
- Be respectful. Don’t use inflammatory language.
- Have a plan for the worst. Be prepared for negative reactions.
To clear things up, here are a couple of examples.
- Suppose you are a financial planner or accountant. Based on your knowledge, you may want to share your opinion on why you aren’t supporting a candidate because they support legislation that negatively impacts retirement plans or would raise taxes.
- Let’s say you are a contractor. You or someone you know may have been ripped off by Trump when he had a presence in Atlantic City. Using that anecdote, you can discuss how contractors can protect themselves from non-paying clients.
- Now that you are a retired police officer, you own a sandwich shop. Your content could focus on the role small businesses and the police play in strengthening communities. In addition, you could share social media posts promoting causes and events that back the blue.
If you’re not sure about going all-in on politics, here are some other options:
- Focus on social issues. It is possible to address problems without being partisan.
- Support non-political causes. Consider partnering with a charity or organization you believe in. For example, supporting your local animal shelter shouldn’t offend anyone — regardless if they’re on the left or right.
- Amplify diverse voices. Bring different perspectives to your content.
Ultimately, the decision is yours. Just weigh the risks and rewards carefully, and make sure it’s the right move for your brand.
Last but not least, don’t feel pressured to share political content for fear of being made out to be ignorant. Unless you’re passionate about it, fully educated about it or know you’re sharing a post from someone who is, don’t do it. The best thing to do is to stay out of politics rather than appear inauthentic or tone-deaf.