While most brands might shy away from sharing explicit statements about their political affiliation
Posted: Wed Jan 22, 2025 8:55 am
A few years ago, brands speaking out on issues was non-negotiable. But as The 2023 Sprout Social Index™ points out, today only 25% of consumers believe brands must speak out on causes and news that align with their values to be memorable. In fact, only 21% of consumers follow brands on social because their mission or values align. With skepticism around performative activism on the rise, audiences value brands that prioritize providing excellent service over lackluster public statements.
Data visualization from The Sprout Social Index™ 2023 austria b2b leads that states 51% of surveyed consumers say the most memorable brands on social respond to customers. Speaking out about causes and news that align with their values is last on the list.
And it seems brands are growing weary of taking hard stances on political issues for fear that it could alienate members of their audience, invite a tidal wave of hate and trolling, or backfire in the future. When doing research for this article, no brands were willing to speak about their approach to this year’s election—suggesting brands are tired of being burnt by the harsh political limelight.
Some brands, like nonprofits and political associations, will inevitably need to be present in social media conversations about controversial topics. But even they will be selective about how they engage to reach their goals on social. They must be strategic in order to increase awareness, drive engagement and emerge from election season a thought leader. The key is being quick to the draw when it comes to sharing their unique POV on timely topics, and understanding which issues are important to their community. For example, Gen Z voters are particularly interested in mental health, while Gen X is more concerned about employment opportunities.
Though it’s still early, it seems likely that brands will be far less involved in this year’s US presidential election than in 2016, and instead focus on audience engagement and protecting their brand image.
, there might be one way they can still demonstrate their values: influencer marketing. Like Reformation’s latest campaign with Monica Lewinsky and Vote.org, some brands will rely on influencers and celebrities to communicate their brand values.
Data visualization from The Sprout Social Index™ 2023 austria b2b leads that states 51% of surveyed consumers say the most memorable brands on social respond to customers. Speaking out about causes and news that align with their values is last on the list.
And it seems brands are growing weary of taking hard stances on political issues for fear that it could alienate members of their audience, invite a tidal wave of hate and trolling, or backfire in the future. When doing research for this article, no brands were willing to speak about their approach to this year’s election—suggesting brands are tired of being burnt by the harsh political limelight.
Some brands, like nonprofits and political associations, will inevitably need to be present in social media conversations about controversial topics. But even they will be selective about how they engage to reach their goals on social. They must be strategic in order to increase awareness, drive engagement and emerge from election season a thought leader. The key is being quick to the draw when it comes to sharing their unique POV on timely topics, and understanding which issues are important to their community. For example, Gen Z voters are particularly interested in mental health, while Gen X is more concerned about employment opportunities.
Though it’s still early, it seems likely that brands will be far less involved in this year’s US presidential election than in 2016, and instead focus on audience engagement and protecting their brand image.
, there might be one way they can still demonstrate their values: influencer marketing. Like Reformation’s latest campaign with Monica Lewinsky and Vote.org, some brands will rely on influencers and celebrities to communicate their brand values.