“What worries me is this election year—[it’ll be] even more chaotic, more divisive and noisier than anything we’ve ever seen,” McCarty said, predicting that many of those “brand values” that companies like to talk about living might be harder to stick to.
And she’s right. According to the most recent Bentley-Gallup Business in Society Report, as recently as 2022 close to half of American consumers believed that brands should take a position on social issues. But that figure has since fallen to 41%.
But it doesn’t mean companies need to shelve any issue-related marketing or advertising until the election’s over.
“I’m not trying to be liked by everyone,” McCarty said. “The only thing we’re trying to do is be authentic to who we are and what we stand for.”
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