For generations, advertisers avoided politics and religion to steer clear of controversy. Today, however, this trend is shifting as brands increasingly feel the pressure to take a stand on social and political issues. Consumers—especially younger ones—are looking for more from the brands they support, demanding transparency, accountability, and shared values.
In the USA, for example, Ben & Jerry’s recently launched the “Empower Mint” ice cream flavor, timed with the presidential election. The brand stated that this flavor “reflects our belief that voting gives everyone a taste of empowerment.” While this message may not seem controversial, it’s part of the brand’s broader commitment to progressive causes. But this isn’t limited to the U.S. Ben & Jerry’s Irish Facebook page sees significantly more engagement on posts about marriage equality and environmental issues than on those about ice cream. Clearly, political issues ignite a deeper passion among consumers than product-related content.
Tapping into your audience’s passions can elicit a strong response—both positive and negative. However, negative feedback can be turned into an opportunity. Brands can showcase their customer service by addressing criticism thoughtfully and respectfully. The key is knowing your market.
For instance, Nike’s “Just Do It” campaign featuring Colin Kaepernick sparked controversy and boycotts, but also garnered overwhelming support from their core audience. While they lost some customers, Nike’s sales surged by 31% in the days following the ad, demonstrating that a strong stance can deepen connections with the right consumers.
In today’s competitive landscape, merely offering a quality product at a good price is no longer enough. Consumers, especially Gen Z and Millennials, want to support brands that reflect their values. According to the Edelman Trust Barometer, 64% of consumers will buy from or boycott a brand based on its position on a social or political issue.
This empathy goes beyond simply solving customer problems. Consumers increasingly identify with brands in the same way they support local sports teams—wearing merchandise, sharing social media posts, and promoting brands that share their beliefs. When your brand takes a stand that aligns with its values, customers feel good about spending their money on your products. They’re also more likely to share their positive experiences, helping your brand reach a broader audience.
Taking a stand is not a decision to make lightly. To succeed, you need to do thorough research and ensure your stance aligns with your company’s values. Authenticity is crucial—if you claim to be environmentally friendly, your operations must genuinely reflect that commitment. Insincerity will quickly be exposed and can lead to a backlash.
For example, if your target market includes young families, examine your own employment policies to ensure they align with family-friendly values, such as parental leave or flexible work hours. Consumers will see through contradictions between your messaging and your internal practices.
Gillette’s “The Best Men Can Be” campaign, which addressed toxic masculinity, is an example of how missteps can happen. While it resonated with some, it alienated others who felt it was too preachy or misaligned with the brand’s traditional image.
In an increasingly polarized world, brands that express their values can create stronger connections with their audience. When done thoughtfully and authentically, taking a stand can elevate your brand’s identity, foster loyalty, and strengthen your connection with consumers. However, authenticity is key—if your stance doesn’t reflect your true values, it can do more harm than good.
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