Edible, Inc, a Daniel J. Edelman Holdings Company reposted this
◼ Navigating Politics as an F&B Brand ◼ With election season in full swing, it’s an important time for brands to consider how best to navigate the polarized political environment. This is especially true for food & beverage brands, as they’re such an integral part of every American household. There’s been a lot of recent data indicating how brands should think about their relationship with politics and their customers—some of it’s even seemingly contradictory. We thought it’d be helpful to share a few rules of thumb to keep in mind as we head into fall and beyond. But first, a quick overview of some recent research. According to research from Edelman, our fellow DJE Holdings company, its most recent Trust Barometer Special Report: Brands and Politics shows 71 percent of survey respondents said that “when under pressure to take a side on a controversial or political issue, brands must take a position.” All brands should therefore prepare for when they’re dragged into the political fray, not if. Click here for the report: https://lnkd.in/gCk45TJQ One more key takeaway from Edelman's Brand and Politics Special Trust report points the way forward. That is: Every brand has a unique “permission space” for action. When the issue at hand aligns with a brand’s culture, values, past practices and areas of expertise—when the issue is within a brand’s permission space—consumers are more likely to be receptive to issues-based action. So, as we move through the coming weeks and months toward the election, here are several rules of thumb that all food & beverage companies should keep in mind from the most recent Edelman Trust findings: ✔ Politics upends the business of brands. Against the current political backdrop across the globe, 60 percent of respondents across 14 countries say they are buying, choosing, or avoiding brands based on their politics. ✔ Don’t be paralyzed by politics. Today, culture is often political so many everyday brand actions can be seen as political. In a world where even silence is often seen a stance, the question isn’t “Should I get involved in politics?” but rather “How do I navigate politics?” ✔ Every brand has a unique permission space for action. As stated above, shared values, along with the political and cultural context, define when, why, and how a brand should act. A whopping 84 percent of consumers say they need to share values with a brand in order to buy it. ✔ Know their politics. To know your audience means to know their politics. This is a fundamental difference in how relevance and trust are earned today vs. just a few years ago. So be authentic and defend the values you share with your customers and employees. ✔ Action drives trust. This is a recurring theme in much of Edelman’s research. Good business is powered by action and every brand has an opportunity to act. Know your brand’s unique permission space for clarity on when, why, and how to act.
