Brands And Politics Collide

2020 was the year that trounced US brands’ “no politics” policies — forcing boardroom debates about whether to respond to specific events around social justice, mask-wearing mandates, voting rights, and the US Capitol insurrection. Forrester spoke with over 30 B2C CMOs and surveyed 1,800 people worldwide. What’s clear is that the collisions between brands and politics continue to grow, as human issues are political issues, and brands are part of culture and society. This report provides a framework to help marketing leaders navigate the increasingly politically charged consumer landscape.