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23 September 2024 / Quick Take
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Copy LinkJust a few years ago, commenting on social and political issues was an opportunity for companies for brand differentiation. But the pendulum is swinging back: in today’s polarized environment where a stance can please one group of customers, employees, investors, or other stakeholders but upset another, social and political commentary often creates more problems than benefits.
In the past couple of years, companies have increasingly stayed nonpartisan on issues to protect their business. Companies recognize that many people just want to buy what they like without purchases being interpreted as a political statement. In addition, polarized opinions and backlash against environmental, social & governance and diversity, equity & inclusion have made companies limit commentary to topics directly impacting their core business. The University of Pennsylvania, Stanford, and Harvard even went so far to publicly declare their commitment to "institutional neutrality."
Still, businesses may continue to address topics with broad support. This could include job creation or being a good employer and neighbor.
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