Last week, we covered a study performed by the Global Strategy Group which found that Americans want their consumer brands to be MORE openly political.
You’re not alone in finding these conclusions surprising: we are not exactly a country defined by political consensus at the moment, and many brands looking to appeal to as many Americans as possible would rather stay out of the game entirely. (For example, you may notice that Chick-Fil-A’s current leadership has far more interest in discussing customer engagement and marketing strategies than same-sex marriage.)
A new research paper funded by the Arthur W. Page Center and published in the November issue of Public Relations Journal seems, in part, to contradict GSG’s findings. Americans may want their brands to take stands on social/policy issues, but the act of playing politics also carries significant risks.
As co-author and assistant professor of PR/advertising at University of Central Florida Melissa D. Dodd puts it, “there are financial repercussions.”