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

Creative agency DNA Seattle surveyed Americans ahead of next year’s election

It appears as though people want more brands to channel their inner Ellen DeGeneres.

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.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in