This is not just a current issue. More than a decade ago, Bertolli created its “Love and pasta for all!” print campaign in support of gay couples, partly in reaction to comments made by competitor Barilla’s owner that he would only use “classic families” in its ads.
Meanwhile, Airbnb’s “#WeAccept” campaign launched at the Super Bowl in response not to a rival but to then-President Donald Trump’s 2017 travel ban. It was a simple, memorable ad that felt entirely fitting with the Airbnb brand and dealt head on with the growing national concern around xenophobia.
And recently, when e.l.f. Beauty came out in support of women’s reproductive rights in the aftermath of the overturning of Roe v. Wade, it felt entirely fitting for a business built on the purchasing power of women.
Business alliances
When the leaders or owners of a brand make a political statement or show support to a politician, it can have significant repercussions on the business. A brand is made up of its communications, and decisions made by the leadership teams can quickly reflect on the brand.
When fast food chain Chick-fil-A tried to launch in the U.K. in 2019, it had to pull back following a boycott over its founder’s support for Christian groups opposed to same-sex marriage. And Equinox executive chairman Harvey Spevak found himself having to apologize on behalf of the parent company’s chairman, Stephen Ross, when Ross hosted a fundraiser for Trump. The resulting customer backlash led Ross to apologize for “the impact it had on our community.”
If Elon Musk continues to support Trump’s campaign, it will be interesting to see how much it impacts his companies X and Tesla.
Demonstrating democracy
There are ways for businesses to respond to our modern politicized environment without feeling forced into party or ideological stances. Indeed, just talking about the importance of democracy can feel like a political statement when our democracy feels like an increasingly fragile construct.
Encouraging people to exercise their democratic right to vote is taking a societal stand rather than a political one. Other areas that feel less ideological but still within the political sphere are supporting fair pay, public health, or inclusive hiring (although these are now often viewed through a political lens). Human rights should be supported for what they are, rights rather than seen as partisan acts. Equality is not a political statement.
