Thank god it's almost over.
Another presidential election, another round of promises, shouting, debates, and general chaos. But it’s not just the politicians who need to step up. Brands do too.
In today’s world, sitting on the sidelines isn’t just risky—it’s brand suicide. Consumers expect companies to have opinions. Study after study says consumers want brands that share their values. And nowhere is that more relevant than today's politics.
Staying neutral? That’s for Switzerland.
Let's be clear, I am not advocating that brands sign on with full endorsements. But brands are either with their customers on issues that matter, or they’re getting left behind like flip phones in the smartphone era.
Get that? It's about the issues, not the candidates. Yes, there is a risk of backlash, vocal critics and boycotts. But, if you know your customers and their issues, then the brand should have no trouble navigating the waters.
Issues Not Candidates
Some brands, like Penzy Spices go whole hog, attacking Donald Trump and the Republicans who gathered in their hometown for the GOP convention. "Welcome future fake delegates," read one of their store windows, harkening back to the 2020 election. (Fox News dubbed it the "meanest spice shop."
Here’s how CEO Bill Penzey described their stance: “We’ve been dealing with this for a while, but the right-wing media is really cranking up their efforts to boycott us, trying to ‘Bud Light’ us like they did last year,” Penzey told the New York Times, alluding to the conservative backlash against Bud Light after a transgender influencer promoted the beer on Instagram. “The wave of angry emails hasn’t let up—just gotten a bit louder than usual.”
A better example, I think, is how Nike nailed this in 2020 with its Colin Kaepernick “Just Do It” campaign. They didn’t pander; they took a stand. It wasn’t about shoes. It was about justice. That’s where brands win—or lose. It’s not just about selling products anymore. It’s about what you stand for.
Silence Is Like Whispering at a Rock Concert
We’re drowning in content. Everywhere you look, something’s clawing for attention. If a brand isn’t saying something meaningful—especially during an election—they’re whispering at a rock concert. No one hears you.
Ben & Jerry’s gets it. They don’t just scoop ice cream. They serve political commentary. During the last election, they pushed criminal justice reform, without even endorsing a candidate. Suddenly, they weren’t just a brand. They were a voice.
Brands Are Playing a Dangerous Game of Chicken
It’s clear why brands hesitate to jump into politics. One wrong move, and they’re a social media punching bag. Goya learned that the hard way. After their CEO praised Trump, boycotts and outrage followed. It’s a dangerous game of chicken. Not every brand survives.
But here’s the thing: silence can be just as deadly. Consumers want brands to have a point of view. If you don’t stand for something, they assume you stand for nothing. And nothing, my friend, sells… nothing.
Let the People Do the Talking
So, how can brands play this smart? Make the election about the people, not the politicians. Encourage voter participation. Push for civic engagement. Patagonia did this in 2020 with its “Vote the Climate” campaign. No flashy endorsements. Just a reminder to vote for the planet.
This isn’t just about jumping into the political noise for kicks. It’s about survival. People don’t just want brands to sell them stuff. They want them to share a worldview.
In an election year, that worldview better be clear—or someone else will fill the silence. Brands that speak up in the right way won’t just be part of the conversation. They’ll lead it.
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