Brands Want Celebrity Spokespeople to Be Political Now

Key Insights: Political opinions used to be a potential liability—now, they're a possible asset. Savvy influencers are also looking to partner with brands that share their views. Social media, reality TV and gossip news have broken down the notion of a private life for celebrities. Typically, when brands hire a famous actor, musician or athlete to help sell insurance or tampons, the idea is to select an individual with widespread appeal. At least, that’s how it used to be. Experts in the business of matching brands with celebrities and influencers say this strategy is shifting—and fast. After years of divisive politics under the Trump administration, the looming threat of climate change, Black Lives Matter protests and an election year that grows more contentious by the tweet, companies are beginning to align themselves with spokespeople openly dedicated to a cause. “The tide is changing,” said Marc Ippolito, president of celebrity marketing agency Burns Entertainment. 'Republicans buy sneakers too' Currently in its 50th year of business, Burns Entertainment has coordinated plenty of celebrity-driven campaigns, including Joe Montana for Hanes, Jamie Lee Curtis for Activia and Brie Larson for Nissan. In the past, many brands would avoid partnering with celebrities who took sides in cultural debates, such as gender inequality or income disparity, due to fear of backlash, explained Ippolito. But now, brands are revisioning this potential liability as a possible asset. Just consider the leap from Michael Jordan, who quipped in 1990 that “Republicans buy sneakers, too” in defense of staying away from politics, to Colin Kaepernick, who in 2018 tweeted, "Believe in something, even if it means sacrificing everything." Both men were sponsored by Nike at the time of their statements. “Starting in the past couple months, our clients are more actively seeking celebs who are not only open about their views, but actively participating in the movements that they’re passionate about,” said Chris Simmons, director of celebrity and influencer operations at The Marketing Arm. “We’ve been asked to find talent who have supported Black Lives Matter, social [and] criminal justice reform, women’s rights and LGBTQ+ pride, because the talent helps to amplify the brand’s values and stances on these issues.” And, as various polls and ongoing outcries on social media show, modern shoppers want brands to get off the sidelines and get involved in current issues, such as sustainability and racism. That means vetting celebrity and influencer partners is more important than ever to make sure that the partner's viewpoints align with the brand's. “If you have a celebrity spokesperson and they have a viewpoint, it is automatically going to be seen as the viewpoint of the brand,” said Stacy Jones, CEO of Hollywood Branded, an entertainment and influencer marketing firm. It works the other way, too: Celebrities and influencers are looking into brands. “Influencers are asking the same questions of brands as well," said Mae Karwowski, CEO at influencer marketing agency Obviously. "What are their stances on sustainability? What are they doing to foster diversity and inclusion within their own companies? They have loyal, personal followings and need to know that they’re spreading messaging and values that align with their own beliefs.” A risk for both sides This transfer of identity between the two parties can also be for the worse—for either the brand or the endorser. If a celebrity spokesperson says or does something contrary to the values a brand purports to uphold, the brand’s reputation can take a hit. The unsavory or offensive actions of a public figure could also cause a business financial harm. According to Janet Comenos, CEO of Spotted, an analytics firm that provides disgrace insurance to brand advertisers and film and TV studios, there have been two recent spikes in demand for Spotted's services: during and after the #MeToo movement, and over the past few months amid the Black Lives Matter protests. “So much of the trouble that celebrities find themselves in comes out soon after they pick up a big role or get a big endorsement deal,” explained Comenos. “The jealousy surrounding their newfound success will often drive a vindictive ex-girlfriend or boyfriend, or a cast member who feels they’ve been wronged by that person in the past, to come out of the woodwork and present something from the past. "We are seeing brands spend more time combing through the past social history of a celebrity they’re thinking of partnering with, so there are fewer surprises later on in the relationship.” Comenos added that some tarnished celebrities can do more damage to brands than others. Deals that involve simply putting a famous actor in a commercial can be quickly cleaned up if something goes wrong—the brand can just stop airing the ad. But partnerships that involve co-branded physical products, such as apparel or fragrances, can cost brands millions. Part of what’s propelling the need for brands to not only pick celebrities who echo their values, but are outspoken about them, is the current polarized political climate in the United States. Just ask Robert Unanue, CEO of Goya Foods, whose recent kind words about President Donald Trump spurred discussion (positive and negative) across the political spectrum. Doug Shabelman, CEO of Burns Entertainment, noted that this kind of division is new. If a celebrity attended an event for former presidents Richard Nixon or Jimmy Carter, it might have upset some shoppers, but it “wasn’t as big of a deal.” At the same time, it’s difficult for celebrities to have private opinions about public life anymore; reality TV, social media and news organizations such as TMZ means anything they say could become the latest headline in the 24/7 online cultural conversation. And now that consumers care, the industry is adapting. "The public is driving this change, as audiences have come to expect celebrities and brands to use their platforms for social impact," said Simmons at The Marketing Arm. "Not every brand is receptive to this change, of course, but those that strive to steer the cultural conversation are leading the way."

Diversity, Equity and Inclusion

Brands Want Celebrity Spokespeople to Be Political Now

Why the industry has decided to get off the sidelines

Kaila Mathis

Paul Hiebert

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Kaila Mathis

Paul Hiebert