Why brands should beware of playing politics

This article outlines the potential pitfalls facing brands that get involved in politics, based on recent examples and insights from the 4A's (American Association of Advertising Agencies).

Following President Donald Trump's decision to withdraw the United States from the Paris Agreement, an international accord seeking to tackle climate change, numerous firms quickly voiced their disapproval.

The responses included rebukes from CEOs like Mark Zuckerberg of Facebook, Tim Cook of Apple and Jeff Immelt of General Electric. Bob Iger, Walt Disney's Chief Executive, and Elon Musk, Tesla's Founder, both joined this dissenting chorus and resigned from the President's Business Advisory Council.

Opposition was also visible in more granular content plays from several brands:

Ben & Jerry's

The ice-cream line owned by Unilever, published a blog entitled "6 Reasons...

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