While Americans are divided on the question whether brands should speak out on political and social issues, not all issues are created equal. Simply put, some topics are more polarizing than others, and these are the ones that brands should probably stay away from. Other issues are less likely to offend anybody and better align with corporate values such as openness and social responsibility. These are the causes that brands can publicly advocate for without risking to alienate half of their customer base.
According to a recent Statista Consumer Insights survey, just over/under 60 percent of U.S. adults agree that brands should speak out on issues like free speech, mental health or climate change – issues that many, if not all, can agree on. At the other end of the scale, just one third of respondents think that brands should take a public stand on religion, on international conflicts and for or against political candidates.
These results suggest that while consumers welcome corporate engagement on broad societal challenges, they prefer brands to avoid divisive debates. Above all, authenticity and alignment with a company’s values and mission remain key when deciding which issues to address publicly.
