The global political landscape has never been noisier. As ideology often makes way for personality, general elections worldwide have ended in surprise, polarized the electorate like never before, and seen politicians use language that would previously have been unacceptable. The fire and brimstone of social media discourse has spilled into the real world, creating a much more fractious environment. 

It is within this political circus that brands find themselves performing these days—often teetering on the edges of controversy, whether by design or not. Because the political is no longer purely about who’s in office.

This year’s Edelman Trust Barometer found that brands and politics are merging in people’s minds, with 78% of its global respondents saying that brands are “doing things that are political or politically motivated.” Most consumers—six in 10—are now buying or boycotting brands to express their politics. Globally, 84% of consumers say they need to share values with a brand to buy it.

So, the political is extending from the ballot box to the shopping basket. From the influencers that a brand hires, to the supply chain it operates; from the stories it advertises next to, to the states it locates its headquarters in—there are political consequences to every business decision.

And increasingly, silence is not an option. It is seen as complicity rather than neutrality.

So, if avoiding politics has become almost impossible, how can brands best navigate today’s political world? 

Finding your authentic stance 

The golden rule is that any political engagement must feel honest. It shouldn’t come out of the blue or be unexpected or disconnected from the brand’s existing position and messaging. If a brand appears to be latching onto a movement without substantiation, people will see it as a publicity stunt rather than an element of its purposeful strategy. The political space that a brand decides to speak or promote itself within needs to feel true to the brand.

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