Purpose Marketing in Polarized Times: Finding Common Ground Beyond Politics

Key Takeaways

Navigate Polarization by Finding Common Ground: In a time of intense political division, effective brand purpose avoids taking political sides. Instead, it connects with audiences by focusing on fundamental human truths and shared values that transcend current political battles.

Discover Unifying Insights Through Deep Listening: To find a purpose that unites rather than divides, brands must go beyond polls to have genuine conversations. This deep listening uncovers real insights and reveals widespread agreement on core issues, even among people who disagree on the solutions.

Embrace Non-Partisan Purpose to Build Connection: As shown by the "Days of Action" policy, a non-partisan approach focused on a shared value like civic engagement can successfully weather controversy. By finding common ground, brands can build powerful support and create emotional connections that are resilient to political division.

Prioritize Understanding Over Being Loud or Safe: The brands that will succeed are not necessarily the ones that shout the loudest or play it the safest. The winners will be those that do the hard work of deeply understanding what unites their audience to create a purpose that builds lasting, unshakable connections.

With Elon Musk and our president engaged in what appears to be a systematic dismantling of government institutions, the temptation for brands to take a stand has never been stronger. It's like watching a bar fight break out and wondering if you should grab a chair. (Spoiler alert: you probably shouldn't.)

The potential for creating emotional connections based on shared values is alluring – like the Sirens of Greek mythology calling to marketers. But unless you're Patagonia, whose customer base is united by environmental values, the rocks beneath those waters can be treacherous.

Over years of working with brands grappling with purpose, I've seen this tension play out again and again. CMOs want to stand for something meaningful, but they're terrified of getting it wrong. In today's climate, that fear is understandable.

I learned this lesson firsthand at my agency, Traction. We introduced our "Days of Action" policy giving employees two paid days per year to participate in democracy however they saw fit. We designed it as a non-partisan policy to promote civic engagement.

The response was intense – and deeply illuminating. Yes, Alt-Right websites attacked us. We weathered a storm of angry emails, social posts, and phone calls. We were called everything from Fascists to Socialists to "Libtards" to "candy asses."

But just as powerful was the wave of support. Even Fox News gave us fair and balanced coverage in a national feature. The story resonated because it touched something fundamental: our shared belief in democratic participation.

What followed was truly remarkable. Giant companies representing hundreds of thousands of employees reached out to learn how they could implement similar policies. Today, thousands of companies offer paid leave for voting – a movement toward civic engagement that transcends political divides.

This wasn't just about weathering controversy. It was about finding genuine common ground.

This reveals something crucial about purpose marketing. When you actually talk to people – really listen to them – you start to hear something surprising.

Many who are deeply concerned about the current dismantling of government agencies share common ground with those who support it. There's widespread agreement that government inefficiency is a real issue. The disagreement isn't about whether change is needed, but about how that change should be implemented.

This gets to the heart of insight gathering. Polls can tell you what people think about the questions you ask, but genuine conversations reveal what questions you should be asking in the first place.

Real insight – or as I like to define it, "new understanding" – comes from listening without preconceptions.

The challenge for brands isn't to avoid purpose – it's to find purpose that unites rather than divides. And no, this doesn't mean falling back on bland, condescending messages about "coming together." We've all seen those ads. They feel like someone trying to solve a complex social problem with a group hug.

Not every brand needs to wade into politically charged waters. As I witnessed when discussing this with the VP of marketing for a $15 billion retailer, some brands won't touch controversy with a 10-foot pole. The likelihood of alienating 50% of their customers is far too daunting.

That's okay – purpose isn't about picking sides in today's political battles. It's about connecting with fundamental human truths that exist independent of those battles.

The brands that will win in this environment aren't those that shout the loudest about their values or those that play it safest. The winners will be those who do the hard work of understanding what truly unites their audience, who find ways to stand for something that transcends political identity.

When brands can tap into these deeper currents, they create the kind of emotional connections that no political wind can shake.

In these divided times, that might be exactly what we need.

Frequently Asked Questions About Purpose Marketing

Q1: Why is purpose marketing considered so risky for brands today?

A1: Purpose marketing is risky in today's politically divided climate. Many CMOs are terrified of getting it wrong and alienating a large portion of their customer base—sometimes up to 50%—by taking a stand on controversial issues.

Q2: How can a brand have a purpose without taking a political side?

A2: Brands can achieve this by focusing on fundamental human truths and finding genuine common ground that exists beyond specific political battles. The goal is to deeply understand the audience to find a unifying purpose, rather than taking sides or using bland "coming together" messages.

Q3: What is an example of successful non-partisan brand purpose?

A3: Traction's "Days of Action" policy, which offered employees paid time off for non-partisan civic engagement, is a key example. Despite initial backlash, the policy succeeded because it was rooted in the shared value of democratic participation and ultimately inspired thousands of other companies.

Q4: How can brands discover a unifying purpose?

A4: Brands can find a unifying purpose through deep listening and genuine conversations instead of relying on polls. This approach helps uncover real insight—or "new understanding"—and reveals widespread agreement on core issues, even among people with different political views.

Q5: Is it necessary for every brand to engage in purpose marketing?

A5: No, it is not for every brand. For some, the risk of alienating a large customer base is too great. The brands that succeed will be those that deeply understand their audience and connect with them through shared values that transcend politics, rather than being the loudest or safest.