Progressively Polarised
CULTURE CLASH
Social and political movements continue to trigger debates around the world. And major 2024 elections are expected to escalate tensions.
The charged—often divisive—nature of these issues will intensify the Progressively Polarised landscape. How consumers react to brands that take a stance can be unpredictable.
Businesses need to approach hot-button topics with care and remain authentic to brand ethos.
of consumers believe there will be more political unrest in their country in the next five years
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded January/February 2023 (n=40,691)
of consumers shared their opinion on social or political issues on social media
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded January/February 2023 (n=40,691)
of consumers were actively involved in political and social issues
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded January/February 2023 (n=40,691)
Divisive reactions
Political and social issues are at the core of personal identities. These ideologies shape perspectives, priorities and attitudes. Consumers won’t shy away from their beliefs. In fact, more than one-third of consumers expect more political unrest in their country over the next few years. Government elections in 2024 will heighten trepidation and further exacerbate this trend.
Progressively Polarised behaviour is evident but can be nuanced. Certain shoppers support brands that align with their values. Purchases often reflect the causes they care about or how they want to be perceived. Social responsibility, political affiliation or sustainability initiatives will motivate spend.
At the same time, consumers can also feel indifferent about corporate stances or simply don’t take these factors into consideration when shopping for particular items. They’ll search for products based on price, quality or benefits—not CSR and ESG efforts. Some may even steer clear of brands that promote a partisan agenda. Social or political views tend to be less persuasive in the buying process. But that doesn’t mean these consumers won’t vocalise their opinions on such matters.
Regardless, people are quicker to call out or avoid companies that push marketing campaigns around controversial topics—especially if these appear exploitative. That backlash can tarnish brand reputation. But businesses that get it right will ultimately strengthen customer loyalty.
A diplomatic dilemma
Brands have to tread a fine line on political and social affairs. Quite a contradiction from past years where consumers urged companies to commit to a cause.
Inaction isn’t an option either. Businesses still have a role to play. The difference now: supporting issues that matter to your customers but also match your brand identity and knowing how to strategically communicate your efforts.
Before taking a stance, know where your target audience stands. Companies should conduct extensive research to determine how influential social or political matters are in brand perception and the path to purchase.
Focus groups help you tap into the minds of shoppers and get a pulse on their positions. Social listening tools also provide insight into sentiment around specific conversations. Both methods can be used to navigate the Progressively Polarised landscape.
Authenticity and reputation cannot be overlooked. Advocacy that conflicts with past actions could come across as disingenuous. When supporting or launching campaigns on divisive topics, brands need to fully commit. Prepare for backlash and don’t backpedal.
Companies that baked social responsibility into their principles from inception have the upper hand here. Multinational enterprises are more susceptible to scrutiny given their diverse customer segments.
Truth be told—it’s impossible to please everyone. Brands that want to be vocal must accept both the potential risks and rewards associated with tackling a controversial issue.
of consumers only bought from companies or brands that they completely trusted in 2023
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded January/February 2023 (n=40,691)
Political and Social Activism
% of consumers
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded January/February 2023 (n=40,691)
PROGRESSIVELY POLARISED Trend applications to consider
Buycott
Buycott is an app where consumers join and support social causes. Shoppers can also scan barcodes to get more information on product history and find alternatives based on their values.
Cervejaria IMPLICANTES
Cervejaria IMPLICANTES is a Brazilian-based beer manufacturer that targets the Afro-Brazilian community. The founders built the brand around their Black heritage to increase representation in the category.
Heineken
Heineken sold its Russian operations for €1—incurring €300 million in losses—after committing to exit the market in response to the invasion of Ukraine.
Woolworths
South African retailer Woolworths faced criticism over its Pride campaign that supported the LGBTQ+ community. But the company refused to pull the merchandise and doubled down on the cause despite backlash.
Source: Woolworths
PROGRESSIVELY POLARISED Three tactics for 2024
Use tools like social listening platforms or consumer surveys to track sentiment around controversial issues that impact your business.
Conduct thorough audience research to understand the degree to which social causes or political affiliations influence their purchase decisions.
Evaluate brand identity and perception before taking a stance that could alienate your core customers.
