November 5, 2024
Today’s uncertainty is an opportunity.
While anxiety over 2024 election uncertainties can leave business leaders, marketers, and communicators playing tug-of-war with scenario plans, the question of whether brands and businesses should engage in social issues will not be determined by election results.
Recent headlines have declared that social issues and supporting inclusion are a third rail for brands and businesses. While taking a stance may not be inherently political, it has been politicized. From stories of corporations bowing out of PRIDE celebrations to leaders walking back DEI commitments, there is a perception that businesses are choosing to remain silent rather than taking stances on social issues. The highest-level advisors to U.S. businesses are saying that brands and corporations have a role to play in addressing issues like the economy, civil rights, racial justice, and reproductive rights.
LSG conducted a national survey of 509 professionals in marketing, advertising, communications, and PR to get a pulse of the business and communications agenda on social issues ahead of a new administration.
• Nearly 90 percent of respondents believe it is important for brands to engage with and seek to have positive impact on social issues.
• More than 95 percent say that companies and brands should play some role in helping to find solutions to society’s challenges and nearly 90 percent say they should continue their current efforts or be doing more.
• 90 percent believe it is important for brands and corporations to be inclusive of multicultural communities in advertising and communications and 78 percent say that inclusion is profitable.
• 83 percent say that brands and corporations should not only talk about their values, but act on them.
• 81 percent believe that brands social engagement needs to be rooted and guided by their brand values.
• And faced with a highly polarized presidential election, 80 percent of advertising, marketing, communications, and PR professionals feel that brands will have a role to play bringing people together post-election.
The bottom line is – brands taking a stance on social issues is not going away. The question is not if brands and corporations should take a stand, it’s how.
Momentum vs. Urgency: Shift tone, not values to connect with people
Under a Harris/Walz administration, PR and marketing leaders expect there will be momentum behind brand and corporate actions to address social issues. Survey respondents associate words like “amplify,” “supportive,” and “opportunity” with the role of brands and corporations if Vice President Kamala Harris is elected President. Respondents associate words that communicate urgency with a Trump/Vance administration. “Moral imperative,” “more important than ever,” and “persistence” characterize the role of business on social issues if President Trump is elected.
Nearly 60 percent of respondents say they expect an increased demand from consumers that business engage on social issues regardless of the outcome of the presidential election.
So, what’s the best path forward? Election-agnostic strategies that connect with audiences instead of rapid response plans than react to volatility.
- Develop a bias toward action
When it comes to businesses being vocal about social issues, audiences have heard it all before. Action is a brand differentiator that matters.
- Like politics, communication is local
Hyperlocal approaches rooted in audience-specific data demonstrate a commitment to not only speaking to, but more importantly, listening to, audiences.
- Build long-term impact through strategic partnerships
Align corporate and brand objectives with community-based organizations that can validate brand promises.
The fog of uncertainty across the nation is an opportunity for brands and corporations to be a stronghold of stability for communities. Being ready on November 6 means not letting November 5 dictate where your business stands.
As originally published in AdAge on November 5th, 2024.
Jackeline Stewart-Hawkins is a Partner at LSG. The research was by Yoni Gedan, a Partner at LSG.