Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Marketing Management » Will brands be forced to take sides in a more polarized marketplace?

Will brands be forced to take sides in a more polarized marketplace?

Being apolitical may no longer be an option for brands in the Trump era.

Greg Sterling on November 14, 2016 at 7:41 am

boxing-gloves-battle-fight-ss-1920

During the US presidential campaign, bookings at Trump hotel properties saw a whopping 60 percent decline. This was a result of customers voting with their wallets. Indeed, the Trump brand became so damaged that the company is introducing a new hotel brand, Scion, that completely avoids the president-elect’s name.

The question is, will this sort of thing happen to more brands in a era when American society is so politically polarized and the next four years promise to be tumultuous? Already there are calls for boycotts of companies whose executives expressed support for Trump — New Balance is the most prominent example so far.

People are lighting their New Balance sneakers on fire over comments the company made about Donald Trump https://t.co/1aGvtCfIVZ

— CNN (@CNN) November 11, 2016

Clearly Trump has many supporters all over the US, and open support for him and his administration may cut the other way as well — translating into improved sales. However, this is precisely my point: it may be difficult for brands to remain apolitical and sit on the sidelines over the next four years.

Companies marketing to millennials in particular may be forced to take public positions in opposition to some of the values and policies that the incoming Trump administration has proclaimed. Fewer than 40 percent of millennials supported Trump, according to post-election data. And activists may “out” companies that are trying to remain neutral but whose executives are involved with or supportive of the Trump administration.

All of this remains to be seen. The emotion and outpouring of protest following Trump’s surprise victory may soon die down, and we could settle into an environment less charged for brands. However, I don’t believe that’s going to happen unless both sides make a conscious and concerted effort to come together in some way. The chances of that are relatively slim.

America is more divided than it has been at any time, arguably, since the US Civil War, according to various studies. Urban voters supported Clinton; rural voters supported Trump. The society broke in the election along demographic, racial and cultural lines. Clinton won the popular vote by a significant margin; Trump won the Electoral College and the presidency.

This climate of controversy and conflict will unavoidably affect brands and brand perceptions. Brands that pretend nothing is going on may suffer for their perceived indifference; those that openly support one side or another may see boycotts and protests accordingly.

The next four years could be perilous for everyone, including brands.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Marketing operations talent is suffering burnout and turnover

    Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

    Unveiling our first MarTech Intelligence Report on email marketing platforms

    How product analytics can unite marketing and product teams to boost customer lifetime value

    Create a B2B GTM strategy that buyers, execs and revenue teams love

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Marketing Management

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.