Brands and Politics

Insights into the New America brought to you by Clifford Young and Bernard Mendez

It’s never been more complicated to be a brand.

Political divisions and widespread distrust in institutions can make it hard for brands to take stands on social topics. But being vanilla risks lacking connection with your audience.

Below are five charts on institutional distrust, the impact of words, and how Americans feel about brands and Pride Month.

1. Systematic distrust is high. Trust in institutions has gone from low to even lower. This is a feature, not a bug, of the New America.
2. Words matter. In today’s America, words can be more meaningful than ever. Certain words and concepts are meaningful to some Americans, but divisive to others. Finding the values that unite is key.
3. Beacons of trust. For brands, there is a silver lining to this increased systematic distrust: brands have remained a beacon of trust. How can brands best leverage this?
4. Speaking up for things that matter. Many want CEOs to speak up about things their consumers care about. At the same time, recent history is littered with examples of brands’ attempts to speak to issues backfiring. Where is the middle ground?
5. Complex minefield. Although Americans want CEOs to speak up about things that matter to their consumers, they are divided on the topic of corporations participating in Pride Month. In the new America, words are a minefield and understanding where your audience stands is key.

With Pride Month coming up, what should brands know? First, understand that while brands have a chance to speak to things that matter to their consumers, words, phrasing, and partisanship have a major impact on how consumers react.

To operate successfully, brands and organizations need to know the values that unite Americans and how they align with their brand values. This starts with understanding the new American landscape, and includes understanding who you are, who your audience is, and how your strategies land.