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Commentary
Research: Politics Giving Brand CMOs Nightmares
- by Sarah Mahoney , Staff Writer @mahoney_sarah, October 31, 2022
Image above: Nike ad, circa 2020
The prevailing conventional wisdom -- that consumers want brands to take a stand on political issues -- is keeping chief marketing officers up at night.
“Dealing with political dogma” is the fastest-rising concern this year, says Robert Passikoff, founder and president of Brand Keys, …
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Sarah Mahoney is a staff writer for MediaPost. She covers retail, fashion, beauty and apparel, as well as D2C brands and women’s political issues. You can reach Sarah at sarah@mediapost.com.
Since most businesses who are engaging in political discourse lean extreme left, they are alienating half of the population! Most conservatives I know, will take that into account when deciding who they will do business with, buy from etc.
Speaking of politics, the internal politics between marketing and many of its internal stakeholders should also be addressed. If the pressure for increased profits and shareholder value is important, it should be a rising concern for CMOs to validate that the investments being entrusted to their agencies are maximized by verifying their agency partners are operating with full transparency and have implemented excellent controls. It’s a foundational practice… ROMI starts at home.