Should MULO Brands Jump Into the U.S. Political Battleground?
As we know, brands are known for newsjacking and momentjacking. But what happens when that moment is a hotly-contested U.S. election? Today’s political climate has implications for brands and MULO (multi-location) retailers, and restaurants.
Seemingly Safe
Encouraging consumers to vote, regardless of their political leanings, appears to be OK, provided it is well done.
In the last Presidential election, many major brands encouraged consumers to perform their civic duty and show up at the polls. Glossier, Madewell, and Target were among the well-known companies that encouraged customers (especially Gen Z) to express their opinions.
Some companies offer employees paid time off to vote on Election Day. Old Navy even gave its team members time off to volunteer at the polls to help ensure fair elections.
Danger Zone
Taking a clear stand on your company’s political leanings can alienate both employees and customers/prospective customers.
We already know that brands can suffer due to their overt political affiliations and marketing gaffes, which imply that they “side” with one party or another.
But another factor that brands are considering these days are the political views of the influencers they often rely on to sponsor or promote their products and services.
Marketing agencies are helping clients assess which people could present reputational problems based on their political posts. For example, Viral Nation offers marketers a product that makes “risk profiles” for creators. An agency called Captiv8 gives marketers a “safety score” for individuals, using AI to search for hot-button keywords.
Patriotism Matters
A whopping 80 percent of consumers believe that patriotism is an important factor in their lives. Although the brands considered patriotic (like those on the Top 50 List), come and go, taking sides can be risky.
Consumers can easily Google the CEOs of and investors in the brands they love to see what causes they support, their political, social, and religious opinions, and whether they want to support specific companies.
What Politically Correct MULO Brands CAN Do!
- Avoid social media posts and influencers that may be polarizing.
- Support patriotism by helping to get out the vote.
- Offer Election Day specials. For example, MULO restaurants can offer discounts and unique menu items that day. Kids who attend public school usually have the day off, so anything that can help families that day would likely be appreciated!
- Attend Street Fight LIVE, which takes place two days after the elections. Although politics will NOT be on the agenda, you’ll learn year-round marketing and reputation management techniques, and new technologies (including what’s next in AI) from major MULO brands. You’ll be a winner regardless of who lands in the White House!
