Brands in the age of division

Looks at the findings from research by Grey New York looking to understand consumer attitudes towards advertisements that are designed to either highlight a social issue or conflict, or are designed to unify people over a divisive issue.

Need to know

  • Understanding the dynamics of today’s political and social landscape can help brands carve a distinct path to better consumer engagement
  • Grey commissioned Lightspeed to conduct research to understand the role of “togetherness” in brand communications and understand consumers’ views on brands that “take a stand” on divisive issues