Today, more than ever before, we can connect to anyone, anywhere in the world, with the single touch of a button. We can access endless information through countless mediums and channels. We are equipped to have the broadest possible perspectives – and at risk of deepening our divide. This dynamic affects everyone, including corporations that have now been caught in the middle of this division, with people looking for them to pick a side in any debate. Many companies have taken a position only to be faced with boycotts from the other side. For many organizations, staying neutral can be seen as a safe bet, but it’s increasingly difficult in a world where consumers and stakeholders demand clarity on issues they care about.
So, what course of action should a corporation take: engage in political discourse with the goal of reflecting their brand’s values while potentially alienating some consumers, or remain clear to avoid backlash and potentially alienate both consumer bases?
The answer is complex and not one-size-fits-all; a business must evaluate a variety of aspects that will affect its entire brand, one of which being its target market. When analyzing a target market, the business must consider its clients’ demographics and positions in order to make an informed decision about how to navigate political discourse. However, if an organization’s target market encompasses individuals on both political sides, the company must recognize this and focus on the brand’s values that bridge the bipartisan divide rather than favouring one side.
Answering these questions may appear difficult, but the good news is that you do not have to tackle it alone. Daisy Consulting Group has been helping businesses build trust and authentic connections for over 20 years.
Our team specializes in developing the ideal plan to engage your target audience and inspire loyalty. If you’re ready to enhance your brand, contact us for a consultation.