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Brands should stay out of politics
1.3
Should brands stay out of politics?
You decide!
1.1
Discussion Questions:
1) Do you think brands genuinely care about social causes,
even to the point of being will to sacrifice profits?
2) Do brands that have a lot of social influence have a
moral responsibility to be political?
3) Has a brand ever taken a political stance that made
you more or less likely to buy it? Explain why.
4) In your opinion do brands contribute to political division?
Why or why not?
It's OK for brands to be involved in politics
1.4
Brands carry huge
cultural influence and
have large followings
2.6
Brands affect the way
that consumers
perceive themselves
3.14
Brands influence the
overall flow of the
economy by shaping
how Americans spend
their money
3.15
Certain brands like
Apple, Google, and
Amazon have totally
revolutionized the
way that daily life
operates
3.16
Institutions with
influence have a
moral responsibility
to vocalize what they
believe in
2.7
More influence
means more ability to
actually create
positive changes in
the world
3.17
Brands like Patagonia
have successfully
made a positive
change for the
environment
4.2
The popular eyewear
brand Warby Parker
has donated more
than 8 million pairs of
glasses in 50
countries to those in
need
4.3
The Ben & Jerry's
Foundation has
empowered
grassroots social
justice organizations
throughout the U.S
with very generous
grants
4.4
The footwear
company Toms
donates one-third of
its profits to
"grassroots
organizations on the
frontlines of causes
including mental
health, ending gun
violence and
increasing access to
opportunity. Toms
has positively
impacted 100 million
lives."
4.5
It's impossible for
brands to truly stay
out of politics
2.8
According to analyst
Mike Proulx, "Politics
are no longer
avoidable for
brands... They will,
and rightly so, want
to talk about, ‘We’re
advancing our
purpose.’ And in
doing that, politics
ends up intersecting."
3.18
Even if one company
decides to stay silent,
other companies will
likely speak out
3.19
According to
Columbia Business
School's Vanessa
Burbank, "If every
other company in
your industry has
come out and publicly
made a statement on
an issue, you don’t
want to be the one to
stay silent.”
4.6
Consumers want
brands that they buy
from to take political
stances
2.9
According to a 2020
poll, 75% of Gen Z
and millennial
consumers look for
brands that
outwardly support
the causes they care
about
3.20
63% of people
reported they are
more likely to
purchase from
brands that speak out
about politics
3.21
According to a 2021
study from MckInsey
& Company, 45% of
Americans, or over a
hundred million
shoppers, "believe
retailers should
actively support
Black-owned
businesses and
brands."
3.22
Brands should follow
what their consumers
want
2.10
Brands taking
political stances is
misleading
2.1
Consumers may
assume all employees
of a given brand
support whatever the
brand's policy is
3.1
Some brands may do
"lip service" to a
specific position to
attract consumers but
not do anything to
actually address the
issue
3.2
Some brands change
their marketing
during Pride month
while not changing
their stance the rest
of the year
4.1
Action is more
important than talk
when it comes to
addressing political
issues
3.3
Brands taking a
political stance
contributes to the
country's political
division
2.2
According to a 2021
poll, 59% of US adults
"believe that
companies make
political statements
adds to divisiveness
in America."
3.4
America's political
division is negative
for the country
2.3
America's political
divisiveness is
threatening our
democracy
3.5
The increasing
political divide has
caused friction and
loss in personal
relationships with
those across the
political aisle for
Americans
3.6
Hatred and anger
dominates American
partisanship
3.7
Brands making
political statements
does not necessarily
change the political
situation
2.4
After Georgia
restricted voting
access in 2021, Delta
and Coca Cola
expressed
disapproval with the
state's legislation.
These statements
occurred after the
legislation had
already been signed
into law.
3.8
After mass shootings
in 2020, Walmart took
down displays of
firearms while still
continuing to sell the
firearms
3.9
Brands' political
statements could
alienate potential
customers
2.5
In a 2020 poll, 67.5%
of people stated that
they would NOT buy
from a brand that
makes a political
statement they don't
agree with
3.10
What applies to one
part of a brand's
targeted
demographic may not
apply to all of its
consumers
3.11
When Nike included
Colin Kaepernick in
an ad, some state,
city, and college
officials attempted to
ban the brand
3.12
When Nike included a
controversial
campaign featuring
Kaepernick that some
worried would
alienate customers,
their stock increased
by 5% in the three
weeks after, earning
them $6 billion
3.13
BACKGROUND:
For many people, it seems like politics has infiltrated nearly
every aspect of our lives. In our increasingly partisan world,
the question of whether companies should take political
stances has never been more relevant.
Brands carry social influence and can change our world for
better or worse, according to various agendas. Yet, does a
brand simply talking about a political issue make any
difference?
For many brands, taking a political stance is understandably a
measured risk. While many consumers may want to see
brands support the causes they care about, others may be
alienated.
1.2
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