The Business of Political Engagement:
A survey on corporate America getting political

Americans Want Brands to Get Political but Disagree on Where to Draw the Line Between Business and Politics

Mixing business and politics can bring extreme risks and new opportunities for businesses—as can staying silent on the issues of the day. While some companies jump into these turbulent political waters with both feet, others attempt to find an ever-shrinking middle ground or get forcibly swept up in the current. What’s clear is that corporate America must approach the new communications challenges of this climate with eyes wide open.

We surveyed two audiences:

1. The American public
2. Business decision-makers (BDM), marketing, communications, and branding executives in the corporate world

The survey explores these audiences’ views on corporate activism. What it makes clear is that businesses are getting increasingly political.

In the current political climate, it is almost impossible for companies to appeal to every audience on any social or political issue. The findings in this report can help businesses make smart, strategic decisions about when, how, and why to engage politically.