Vision Report

Brands And Politics Collide

Company Values Determine When To Take A Stand

April 14th, 2021
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
With contributors:
Keith Johnston , Dipanjan Chatterjee , Rick Parrish , Anjali Lai , Nick Monroe , Alex Sobchuk , Chahiti Asarpota , Rachel Birrell

Summary

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.

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