Why Brands Lost Their Fear of Controversy and Got Political in 2017

Corporate America took a stand against President Trump's policies


It’s a longstanding truism of American business that companies don’t like to generate controversy—and there are few quicker ways to do that than taking a stance on a political issue.

The reticence is understandable. What company wants to jeopardize its stock price with bad PR? Or get hit with a boycott? And what brand wants to risk alienating one segment of its customer base in order to please another?

Plenty of research counsels prudence, too.

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