Is Nike a Republican or a Democratic brand? What about Apple?
Given the headaches and ruined family dinners inspired by this week’s midterm elections — along with the general sense that Americans have had it with ugly party politics — this post’s headline may come as a surprise.
Yet a study released by the Global Strategy Group found that Americans do assign political identities to brands, and that the general public wants those brands to be more overtly political, whether that means Chick-Fil-A letting the world know how it feels about same-sex marriage or Chipotle asking gun owners not to bring their firearms inside.
Some key findings:
- 56 percent of respondents think corporations should “take a stance” on political/cultural issues, even when they’re controversial
- 89 percent believe that corporations have the power to influence social change
- 80 percent think that these corporations should take action to address our society’s most pressing challenges
The most interesting part is that these numbers mark a big change from last year, when researchers asked the same questions. We spoke to Tanya Meck, Executive Vice President and Managing Director at GSG, to learn more.