People Apparently Don’t Want Brands to Take a Stance on Political Issues, Study Says

According to a study conducted by creative agency DNA Seattle that surveyed 2,000 Americans, 54% of respondents agree on some level that brands should help build common ground and avoid taking sides. Additionally, more than half at least somewhat agree that too many brands use societal issues as a marketing ploy to sell their product or services.

“Just as political candidates are courting independent votes, brands can broaden their relevance to more people by championing common ground than by firmly planting a flag on the side of any single issue or candidate,” Alan Brown, CEO and co-founder of DNA Seattle, said in a statement.

The study also found that the “state of our political system and political division” is seen as the third most important issue facing the U.S.,