{"id":20289,"date":"2023-11-08T15:25:51","date_gmt":"2023-11-08T15:25:51","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/look-inward-before-weighing-in-on-politics\/"},"modified":"2023-11-08T15:25:53","modified_gmt":"2023-11-08T15:25:53","slug":"look-inward-before-weighing-in-on-politics","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=20289","title":{"rendered":"look inward before weighing in on politics"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Jumpscare alert: It\u2019s about time to start thinking about how the 2024 presidential election might play into brand strategy.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">But for some brands, the answer might be not at all. According to Morning Consult\u2019s \u201cElection Playbook\u201d for brands, the majority of American adults (53%) said corporations shouldn\u2019t involve themselves in political and\/or cultural issues, unchanged from 2020. However, that\u2019s down from 61% who said corporations should sit on the sidelines in 2019.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">There\u2019s also a widening generational gap on the issue, suggesting that \u201cit is still important to know your audience and how they feel about your corporate advocacy,\u201d Joanna Piacenza, head of industry intelligence at Morning Consult, told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The playbook, based on annual surveys conducted from 2019 to 2023, outlines other ways marketers and executives may want to handle corporate activism (or lack thereof) in the coming year.<\/p>\n<h2 class=\"dist__StyledText-sc-630f0a6f-12 isOquW\">To engage\u2026or not?<\/h2>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Most American adults don\u2019t want corporations to get involved in politics, according to Morning Consult. While that\u2019s been true for years, there are a couple of caveats.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">First, as the 2024 election draws closer, Piacenza said she anticipates the share of Americans who say they think corporations should use their influence to impact politics and culture (currently 29%) to \u201cgrow a bit.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cTrump, in so many ways, created this landscape where brands feel as though they do need to take stands\u2026in a way that they haven\u2019t had to before,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Second, Gen Z and millennials specifically are more evenly split in their opinions: 39% of that group said corporations shouldn\u2019t get involved in political or cultural issues, down from half in 2019. A slightly larger share, 41%, said brands should \u201cuse their influence to impact political and\/or cultural issues.\u201d Brands targeting younger consumers might, therefore, be more inclined toward advocacy.<\/p>\n<h2 class=\"dist__StyledText-sc-630f0a6f-12 isOquW\">What\u2019s the issue?<\/h2>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Marketers may want to think about specific issues before deciding to wade in, according to Piacenza\u2014and respondents considered some topics more appropriate for brands to speak to than others, per Morning Consult.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-630f0a6f-12 klywaN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-630f0a6f-12 djCKmk inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Most Americans said support for the police was something that corporations should \u201cissue public statements\u201d about, with more than 60% agreeing. Diversity in the workforce, the environment and climate change, and gender equality followed.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cThose are all issues where you\u2019re going to get the least amount of backlash,\u201d Piacenza said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Efforts to ban books and LGBTQ+ rights, on the other hand, were seen as less appropriate for brands to weigh in on. In other words, brands might be more likely to see pushback on \u201cissues that are still really hot-button, or people have not really made up their minds about, or are very divisive,\u201d Piacenza said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The decision to speak out about an issue could change based on a brand\u2019s target demographic. While less than 60% of all adults said companies should make statements about race and racism in the country, that share climbed to more than 70% among Gen Z.<\/p>\n<h2 class=\"dist__StyledText-sc-630f0a6f-12 isOquW\">Inside the house<\/h2>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">All that being said, there was relatively little change in consumer attitudes about companies engaging with politics compared with the 2020 election cycle, which means that strategies from the last presidential election are likely still useful, Piacenza said. In fact, the most important thing a company can do in the eyes of American consumers is take care of its own employees.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">More than half (56%) of respondents said that\u2019s very important to them, the largest share of 11 options presented, while one in three (34%) said it\u2019s somewhat important.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Of another 20 actions Morning Consult asked respondents to consider in terms of their impacts on brand favorability, seven of the top eight were internal actions, like paying employees well and equally. As a result, the report concludes that \u201cinternal actions are more important than external advocacy.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cThe most important thing that brands can do is not send that tweet about that issue,\u201d Piacenza said. \u201cIt is to make sure you\u2019re taking care of your employees.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/11\/08\/americans-want-brands-to-get-their-houses-in-order-before-getting-involved-in-politics-per-report?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jumpscare alert: It\u2019s about time to start thinking about how the 2024 presidential election might play into brand strategy. But for some brands, the answer might be not at all. According to Morning Consult\u2019s \u201cElection Playbook\u201d for brands, the majority of American adults (53%) said corporations shouldn\u2019t involve themselves in political and\/or cultural issues, unchanged [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20290,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20289","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>look inward before weighing in on politics | Brandiary<\/title>\n<meta name=\"description\" content=\"Jumpscare alert: It\u2019s about time to start thinking about how the 2024 presidential election might play into brand strategy.But for some brands, the 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