The Temptation To Incorporate Politics In Your Marketing
Businesses are constantly seeking ways to stand out and connect with their audience. One of the more controversial strategies that some companies consider is incorporating politics or religion into their brand identity. While this approach can generate significant attention, it also comes with considerable risks that you should simply be aware of.
We often encourage a marketing principal known as Attract and Repel, meaning that if you don’t create a clear brand identity, then no one will hate you, but also, no one will love you or know that you’re the perfect fit for them. On the flip side, if you boldly attract the type of people that your business is for, then you will be unattractive to some — and they may even completely dislike your brand. However that indirectly means that you will be a beaming light for the people that your business is for.
Now, this principal is commonly used in marketing strategies based on whether the brand is high end or cheap, reliable or luxury focused, fast or slow, tasteful or efficient, modern or traditional. Therefore, the big question is, how do we reconcile this with social and political issues? Are the risks associated more likely to cause harm than good? Could you unintentionally repel customers or clients that would have otherwise been a great fit? Is the impact that your message will have worth a great risk? Let's explore this further...
The Risks of Mixing Politics and Marketing
Divisiveness and Alienation
Politics and religion are inherently polarising topics. By aligning your brand with a specific political stance or religious belief, you risk alienating a portion of your audience who may hold opposing views. This can lead to a significant loss of customers who feel that your brand no longer represents their values.
Impact on Employee or Client Morale
It's not just your customers who might be affected. Your employees come from diverse backgrounds with varied beliefs. Pushing a particular political or religious agenda can create a work environment where some employees feel marginalised or discriminated against. This can harm team cohesion and morale, and in some cases, lead to legal complications.
Another example of this may be an organisation that only employees from a particular religion. This can due to the culture that the business wants to create, or the expectations from their customers. This can arguably a form of discrimination in many cases, but also a potential abusive of power; as if a staff member begins to question their beliefs, or differ slightly, they aren’t safe to be themselves without risking their own livelihood. This can also be true for political issues, if an employee does not feel safe to explore their beliefs or values without the threat of loosing their job due to the marketing strategy of the business that they work for.
Brand Identity Confusion
A clear and consistent brand identity is crucial for business success. However, introducing political or religious elements can actually have the opposite of the desired effect, and muddy your brand's message, making it difficult for customers to understand what you stand for beyond these issues in significant detail. This confusion can weaken your overall brand identity and dilute your marketing efforts.
To explain further, due to the polarising political landscape that we are operating in today, once a business makes a stand on one area or issue, the brand may automatically begin to attract assumptions of further beliefs and values that are commonly associated with a particular value group, which may not be accurate, and may even be in conflict with the brands identity.
Case Studies on Deliberate Use of Political Issues in Marketing
In Australia, several brands have ventured into the political arena with mixed outcomes, let’s have a look at a few below:
Qantas and Marriage Equality
Qantas publicly supported the marriage equality campaign in Australia. While this move was praised by many and aligned with the company's inclusive values, it also faced backlash from some customers and employees who held different views. The airline took a stand, knowing it would create both positive and negative reactions.
IKEA and Renewable Energy
IKEA Australia has taken a strong stance on environmental sustainability and renewable energy. Their campaign to switch to 100% renewable energy by 2025 resonated with environmentally conscious consumers but also drew criticism from those skeptical of climate change or opposed to such initiatives. Despite the mixed reactions, IKEA has positioned itself as a leader in sustainability, which aligns with its global brand values.
Coopers Brewery and the Bible Society
Coopers Brewery found itself in hot water after a collaboration with the Bible Society, which included a video featuring a debate on same-sex marriage. The campaign sparked significant backlash and led to boycotts from customers who viewed it as insensitive. Coopers eventually apologised and reaffirmed their support for marriage equality, but the incident highlighted the risks of mixing politics with marketing.
ANZ and Mardi Gras
ANZ has been a prominent supporter of the LGBTQ+ community, sponsoring the Sydney Gay and Lesbian Mardi Gras for years. Their "GAYTM" campaign, which transformed ATMs into rainbow-colored machines, was well-received by many but also faced criticism from more conservative customers. ANZ's commitment to this cause has helped solidify their brand as inclusive, but it hasn't been without controversy.
Mecca Cosmetica and Reconciliation Action Plan
Mecca Cosmetica launched its Reconciliation Action Plan (RAP) to support Aboriginal and Torres Strait Islander communities. This initiative included partnerships with Indigenous artists and donations to relevant causes. While many praised the company for its commitment to social justice, some critics argued that it was simply a marketing ploy. Nevertheless, Mecca has maintained its stance and continued to support Indigenous communities, which has strengthened its brand among socially conscious consumers.
Manly Sea Eagles, NRL
The Manly Sea Eagles decided to have a pride jersey for one round of the NRL last year, which led to several Islander players feeling uncomfortable wearing the jersey due to their families beliefs. This caused a great divide amongst not only Manly, but other NRL clubs debating whether this was a helpful action. Perhaps an example of a failed campaign with good intentions.
Personal Advocacy vs. Company Stance
One option to consider, is if advocacy is important to you, perhaps building a personal brand around your beliefs rather than tying them to your company would be a good course of action. As a business owner, you have the freedom to express your personal views through your individual platforms without putting your business and employees at risk. This approach allows you to advocate for what you believe in while keeping your business's brand identity clear and inclusive.
Where to Draw the Line in 2024
Having a clear buyer persona and a distinct brand identity is positive. However when it comes to politics and religion, we do advise caution. Social and political issues are more prominent than ever, and it is tempting to take a stand and be bold about what you and perhaps your company represents. However, is it still a step too far with the potential for division, alienation, and brand identity confusion?
Keep in mind that if you are a business owner, it is your business, and ultimately, it’s your choice what risks you take and what decisions you make.
We hope that this is good food for thought.
