‘Brand love’ is achieved by taking risks.
After the assault on the Capitol, some social networks have silenced Trump and many other brands, such as FedEx, Hilton, Mastercard and Microsoft, have broken ties with the speech of the still president.
Faced with a more active and aware public, and aware of their power and influence, the so-called ‘activist brands’ are emerging which, committed to their principles and values as a company, dedicate time and effort to fight for the causes they consider just.
While there are issues where there is a certain global consensus and where it is easier to take a stand, such as the fight against climate change or equality, the matter becomes more complicated when we take the debate to political leanings.
Growing ideological polarisation increases consumers’ desire to know whether the brands we buy are aligned with our way of thinking and our values. The idea of ‘voting with your wallet’ is expanding, but how far should brands’ political engagement go?