It’s no secret that brands need to utilize culture to remain relevant and connect with consumers. But in today’s world, movements have become embedded in culture, it’s a part of consumers’ lives and has infiltrated all aspects of media. Brands simply won’t win by avoiding publicly dreaded topics as they have in the past; in an age of distrust, brands have to stand for something. But, just how willing are you to be culturally polarizing as a brand? Carat US’ Insights & Strategy team highlight on how brands can successfully balance their brand purpose and business objectives in a world that is becoming increasingly polarized.

1. Same planet,
different worlds:
Why knowing your audience and purpose
has never been more important for brands
July 2018

2. Political, social and environmental discord is everywhere we look
Same planet, different worlds
2

3. People want to be in the know about current events
Trending platforms: Twitter
3
Trending searches: Google
Source: Google, Barrons April 26th, 2017, http://www.adweek.com/brand-marketing/why-brands-lost-their-fear-of-controversy-and-got-political-in-2017/
Same planet, different worlds

4. 2018
Brands and media are starting to take a stand on political topics
4
Donald Trump
Presidential
Inauguration:
January 20, 2017
Travel Ban:
January-February 2017
Trump’s comments
on Macron’s wife:
June 2017
United the Right Rally:
August 2017
(Charlottesville)
Rescind DACA:
September 2017
Trump cutting the acreage of
two of Utah’s monuments:
December 2017
Paris Climate Agreement:
June 2017
Expedia’s ad about
acceptance &
globalization
CMOs/CEOs of
companies from
Nike, Facebook,
and Etsy release
statements.
Audi’s
“#DriveProgress”
Campaign
CEOs of major brands
such as Facebook,
Google, and Adobe,
spoke out against
Trump’s decision
Reebok’s ad about Trump’s
inappropriate comments
about Macron’s wife.
Leaders of major
companies leave the
business advisory boards
Trump had created.
Patagonia comes out
with “The President
Stole Your Land” ad
2017
Jan 2018
Time’s Up Takes Over
Golden Globes
Feb 2018
Dick’s Responds to Stoneman
Douglas High School Shooting by
banning the sale of assault weapons
May 2018
ABC cancels top-rated show
following racist tweets from star
May 2018
Starbucks closes stores
at 2pm for racial
sensitivity training
AirBnB offers
free housing
to refugees.
Same planet, different worlds

5. Consumers are demanding to know more about the values brands hold
5Source: SXSW Panel, Pepsi Talk
80% of millennials
identify as
belief driven buyers
Same planet, different worlds

6. And are calling out brands they disagree with
Same planet, different worlds
6Source: Google Trends

7. So just how
divided are
we?
7

8. Our political views are becoming more polarized
Same planet, different worlds
8Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/

9. Income inequality has grown over the past decades
Same planet, different worlds
9

10. The expansion of digital has given a voice to the extremes
Same planet, different worlds
10
1994 2004 TODAY

11. Digital drives proliferation of “news”
Same planet, different worlds
11Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/

12. Fake news has led to an erosion of trust
Same planet, different worlds
12Source: Statista

13. Which has an effect on what we trust
Same planet, different worlds
13Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
LIBERALS CONSERVATIVE

14. And who we trust
Same planet, different worlds
14Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/

15. 3 Key
takeaways
15

16. 3 Key takeaways
Same planet, different worlds
16
Be authentic
• Pick issues that connect to your brand
• Walk the walk
• Never try to play both sides of an issue
Do your research and be
prepared
• Utilize experts
- Gravity, CMI, #SeeHer GEM™
• Be prepared for the vocal minority
- Have influencers, other brands,
and celebrities that can come
to your defense
Know your consumers
• Leverage data to understand who
your consumers are
- What, where, and why
• Try to rally around issues that your
consumers care about
• Consider picking topics lower on
the controversy scales if you have a
mass appeal brand

17. “If you stand for
something, you will
always find some
people for you and
some against you.
If you stand for
nothing, you will find
nobody against you,
and nobody for you.”
Bill Bernbach
17

18. Carat USA
150 East 42nd Street
New York, NY 10017
Carat.USMarketing@Carat.com