“Brands and Politics”

By Luis Miguel Messianu – President-Chief Creative Officer – MEL (Messianu/Edelman/Lerma)

You can say that in today’s environment brands are running naked in the marketing forest!

Every day ushers in a new ‘culture war’ as societal progress meets resistance. Brands are being cancelled and called out by minority yet vocal communities, divided in their values from both the alt-right and liberal left. With societal issues now purposefully being made political, what does this widening ideological gulf mean for the future of brands? Is the marketing industry totally out of touch with consumers and the realities of the day? Or are we at an inflection point where the industry can help bridge the gap across the dissenting voices?

Against a backdrop of geopolitical tension and polarization, brands must be agile and adaptable. They must live their values locally and demonstrate positive impact everywhere they do business. When a brand is under pressure to take a side on a controversial or political issue, consumers expect the brand to take a position. And when a brand does not communicate its actions on societal issues, a majority believe the brand is doing nothing or hiding something. On issues like climate, fair pay, retraining, and misinformation, respondents expect brands to do more, not less. And people find out about brands’ positive impact on society through the news media, search, personal experiences, and online reviews before advertising.

From my vantage point, the lived experience of navigating societal issues as a brand is like walking a tightrope. In the past, brands might have chosen to remain neutral on contentious topics, believing it safer to avoid alienating any segment of their audience. however, today’s consumers expect more. They want brands to reflect their values and take a stand on important issues.

The current context has upped the marketing game for brands. I spoke about this back in June at the Cannes Lions International Festival of Creativity, where I had the honor to join the panel “When Societal Progress Meets Resistance,” sponsored by Edelman and moderated by Axios publisher Nicholas Johnston. Together with Richard Edelman, CEO of Edelman; and Marketing executive and author Bozoma Saint John, who has held senior roles at Netflix, Uber and Apple Music. Bozoma said: “Politics is something not to run away from as marketers. Politics is something to wade into. It is a competitive advantage if you understand who your audience is. The challenge, of course, is that in an evolving society, evolving cultures, evolving mindsets, we find that it is no longer acceptable to hide, that people-our consumers, our customers, our audiences-want to know where you stand on any number of things. It’s even beyond just politics, I would say that it goes into what your ideas are about family, and health, and mental health.”

During my intervention I stated: “Brands tended to stay away, shy away from any societal issues that were controversial. Now, that’s not an option. It’s no longer permissible. Because consumers expect more from brands, and they expect brands to be influential in terms of society. Silence is no longer an option. Silence is a signal. If you stay silent, it conveys complicity.”

I was responding to data from the latest Trust Barometer research, presented by Richard Edelman, which emphasized the contradictory expectation that brands would address social issues and the risk that taking any political stand could alienate significant portions of a brand’s audience.

“Politics is now just as important a purchase criterion as race, income, education, gender,” said Edelman. “Politics has become a fundamental part of the challenge for marketers. Ideology has become identity. People feel they’re part of the team that’s in favor of a certain policy.”
He said the Trust Barometer research showed that 80% of people believe brands are acting in a politically motivated way. “Their choice of social networks, their choice of influencers, all of this is seen as political.” In addition, 60% of people say they buy brands based on their politics and 70% still say they want brands to take a stand.

I pointed one way forward: “I think we’re in the business of optimism. Optimism and creativity are synonymous. And I think now more than ever, we need to assume that responsibility. It’s time to play offense. We cannot play defense. And as a creative person, it’s exciting. The canvas just got bigger. It’s time to embrace it.”

Saint John enthusiastically endorsed my idea. “I love Luis Miguel’s point about optimism. Because I think sometimes we think having a position means doom and gloom. And that’s not it. Our job is to find the joy and the excitement and the reason why someone wants to interact with the brand. And so even when you take a position on a particular political issue or a wellness stance we have to find the happiness in it and then tell people why that is a great reason to interact with the brand. And perhaps you’re not going to hit everybody, but you will connect with your most loyal consumers, your core consumers.”

The brand contents have been expanded. it now goes way beyond product formulas and benefits, or services’ added value. People are not just buying products! They are buying into the company and the company’s views behind those brands. it’s about shared values between consumers and brands

The challenge for CMO’s and marketing teams is huge and there are many elements that play a role for their decision-making process. Strategy, positioning, segmentation, creativity, corporate consistency, and they all have an impact on the entire verticals, including the ideas they put out there, the execution, including the celebrities or influencers they associate the brand with!

I’m a firm believer that brands have a responsibility to elevate the communities they represent and serve! Navigating whether and how to speak out on societal issues is a delicate balance for brands, especially in an environment where silence can be interpreted as a stance.

Today silence is not really an option. Silence is also a marketing signal, and if you don’t tell your story, others will tell it for you! Consumers expect transparency and action. Speaking out should be consistent with what the brand stands for and believes in. We must ensure that any stance taken is authentic and not perceived as opportunistic. Consumers are quick to spot inauthenticity.

Silence is no longer a neutral stance. In fact, it’s often perceived as complicity. Brands need to engage thoughtfully and constructively in societal conversations. This doesn’t mean jumping on every trending topic but rather carefully choosing issues that align with their core values and areas where they can make a meaningful impact.

The lived experience now involves constant engagement with societal issues whether it’s through direct communication, social media engagement, or corporate social responsibility initiatives. Brands are increasingly seen as entities with social influence and their actions – or inactions -are scrutinized.

Now more than ever it’s time for creative bravery! But our sandboxes have been expanded and culture, context and current reality play an enormous role. We must embrace creative bravery. This involves taking calculated risks to stand up for what the brand believes in, whether it’s through powerful storytelling, impactful campaigns or innovative partnerships, brands should not shy away from making bold statements. Creative bravery is about leading with conviction and inspiring others to join the cause.

Never forget what is your core value, core benefit and core audience. You need to cater to them first and foremost! Be authentic above all! Be transparent. Be consistent (with the brand’s past) and towards the future. Make sure your platforms are aligned with company values, and don’t be stunty or gimmicky. Clearly the landscape has changed significantly. Authenticity cannot be overstated. Consumers are savvy and can detect when a brand is being disingenuous. Brands must ensure that their values and actions are genuinely aligned, and this means not just speaking out on issues but integrating those values into their daily operations and corporate culture.

The path forward for brands involves embracing authenticity engaging actively in societal issues, demonstrating creative bravery, committing long-term to their values and remaining adaptable.

Brands are at an inflection point where they can play a crucial role in bridging ideological divides. By acting authentically, understanding their audience, and committing to positive social impact, brands can navigate the complexities of today’s politicized culture and build lasting trust with their consumers. This approach requires creative bravery and a deep commitment to core values, ensuring that every action taken is meaningful and aligned with the brand’s identity.