There was a time when companies, big and small, shied away from politics. The prevailing wisdom was that endorsing a cause was bad business. Better to stay away from advocacy, focus on sales, steer clear of sentiments, and avoid offending one side or the other. When businesses contributed to political campaigns, they often contributed equally across parties. Hedging political bets was the order of the day.
How Do Consumers Feel When Companies Get Political?
Researchers surveyed 168 managers across industries, as well as advanced MBA students, to find out how business activism affects consumer perceptions. They found that people are less swayed by corporate advocacy than has been widely reported. When participants were told a company had conservative values, it was more negatively perceived, but when they were told a company had liberal values, their opinions of it remained neutral. They also found that women perceived organizations that are involved in political activity more negatively than men. Finally, they discovered that participants generally acknowledged that political advocacy is both a way for companies to connect with customers and promote their brand. Using advocacy to advertise to target audiences isn’t seen as manipulative pandering. Rather, it’s seen as common practice.