Political movements in an election year – and what it means for brands

In a charged political environment, brand involvement can be fraught with risk, but there are meaningful ways brands can be involved.

Why it matters

In an era where brand purpose is a huge topic, involvement in politics seems a natural extension for many brands.


  • Brands that dare to ally themselves to a specific and potentially controversial political cause or movement must ensure it aligns with their broader purpose.
  • If brands want to get involved, they must ensure the integrity of the promises they make, and voice their convictions with confidence.
  • To cultivate resonance, brands must consider aligning themselves with the ideals and aspirations of their core audiences in order to create differentiation and emotional amplification.

In this all-important election...

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