The Culture Wars Conundrum

Brands are no longer just peddling products, but navigating a complex battlefield of beliefs, identities, and passionate voices.

In a world where societal fault lines are as prominent as ever, brands no longer have the luxury of silence. Issues like race, gender, sexuality, and the environment reverberate far beyond political spheres, igniting passionate debates and demanding stances. For today's brands, navigating these cultural minefields is a perilous tightrope walk – one wrong step can trigger boycotts, alienate customers, and tarnish years of carefully built reputation.

In 2023, Bud Light sent personalised beer cans to influencers celebrating various milestones. One such can, given to trans influencer Dylan Mulvaney, sparked outrage amongst conservative media figures, who claimed it was an act of "woke" pandering and called for a boycott. This led to significant negative publicity for Bud Light, damaging brand perception and impacting sales.

The incident highlights the intense polarisation of US society, where seemingly innocuous actions can trigger strong reactions from opposite sides.  Here in Aotearoa, marketers may think they are immune to such outrage, but even this writer’s use of “Aotearoa” instead of “New Zealand” will send some traditionalists into a state of apoplexy.

Brands need to be incredibly careful navigating these sensitive issues. In the age of instant outrage and inescapable hashtags, brands walk a tightrope. Every logo, every tweet, every product launch carries the potential to ignite a cultural inferno. From the language used in an ad to the diversity of their boardroom, the minefield of social, political, and moral values can detonate in an instant.

In today's hyperconnected world, taking a stand is no longer a choice for brands, it's a pressure cooker. From gender pronouns in marketing campaigns to climate pledges on packaging, the culture wars – those fiery clashes over race, religion, and everything in between – are seeping into every corner of society, brands included. Navigating this minefield is no easy feat. But for the brave and insightful, this complex landscape presents an opportunity to connect with consumers on a deeper level, foster genuine loyalty, and become a force for positive change.

Step wrong, and you risk alienating customers, angering employees, and watching your reputation go up in flames. But stay silent, and you risk being seen as complicit, irrelevant, or simply out of touch. So, how do brands dance on this cultural tightrope, balancing authenticity with sensitivity, progress with profit?

There is no simple answer to how brands should cope with the culture wars, as different strategies may work better for different brands, depending on their values, goals, and target audience. Some brands may choose to stay neutral and focus on their core products or services, without taking a stance on any controversial issues. This may help them avoid alienating or offending any potential customers, but it may also make them seem irrelevant or out of touch with the current social climate.

Engaging with the culture wars in a positive and constructive way is a better option. Brands may choose to express their values and opinions on certain issues, and use their platform to raise awareness, educate, or inspire their customers. This may help them build trust and loyalty with their customers who share their views, but it may also risk backlash or boycotts from those who disagree or feel excluded.

Savvy marketers may choose to acknowledge the diversity and complexity of their customers’ views and try to bridge the gaps or reduce the tensions between them. This may help them appeal to a wider and more inclusive audience, but it may also require a lot of sensitivity and nuance to avoid oversimplifying or trivialising the issues.

Brands like Coca-Cola have largely avoided taking a public position on any culture war issues, and instead focused on its global and universal appeal as a beverage brand, while Nike has openly supported causes such as racial justice and LGBTQ+ rights, and featured athletes and activists such as Colin Kaepernick and Megan Rapinoe in its campaigns.

Ben & Jerry’s, which acknowledged the polarisation and division in society, launched initiatives such as the “One Sweet World” campaign, which aimed to foster conversations and connections between people of different backgrounds and beliefs.

The culture wars are having a significant impact on advertising and marketing, creating both opportunities and challenges for brands.

Here in Aotearoa (sorry!) Air New Zealand has largely avoided taking a public position on any culture war issues, and instead focused on its core values of safety, innovation, and customer service. On the other hand, Spark, under the leadership of CEO Jolie Hodson, has openly supported causes such as mental health (bullying) and LGBTQ+ rights, in its Pink Shirt Day campaign.

Even Whittaker’s, New Zealand’s most beloved Kiwi brand, released limited-edition Pride chocolate packs, partnered with Rainbow Tick, and participated in Auckland's Pride Parade.

 Consumers are increasingly divided on social and political issues, making it difficult for brands to reach a consensus without alienating someone. Taking a stance on a culture war issue can lead to boycotts and reputational damage, while staying silent can be seen as inauthentic. Activist groups and individuals are quick to organise boycotts of brands seen as taking the "wrong" side on a culture war issue. This can have a significant impact on sales and brand perception.

Brands need to be sensitive to the diverse values and beliefs of their audiences, which can be especially challenging with a global customer base, but consumers are increasingly skeptical of brands that appear to be jumping on the bandwagon of a culture war issue for self-promotion. 

Authenticity and consistency with a brand's core values are crucial. By taking a nuanced and well-considered stance on a culture war issue, brands can appeal to specific niche audiences who share their values. Consumers who agree with a brand's stance on a culture war issue are more likely to be loyal customers, particularly if the brand is using its platform to advocate for social change and connect with consumers on a deeper level.

Many brands are opting to stay silent on culture war issues to avoid controversy, or are taking a more nuanced stance on issues, avoiding extreme polarisation, and are focusing on their core values and communicating them in a way that resonates with their target audience.

It's clear that brands need to be aware of the challenges and opportunities this presents, and develop strategies that are sensitive, authentic, and resonate with their target audiences. The best suggestion is to invest in data and analytics to better understand your audiences and tailor your messaging accordingly.

In the long-term brands will likely become more cautious when engaging in social issues and might focus more on niche audiences with shared values, creating targeted campaigns rather than mass-market appeals. This could create more diverse and relevant advertising, but also fragment the market further. Smaller influencers with more engaged communities might become more valuable than larger figures prone to controversy.

Looking ahead, navigating the culture wars presents a complex challenge for the advertising and marketing industry. Brands need to find a balance between staying true to their values, avoiding controversy, and connecting with diverse audiences. While negativity can be amplified, positive campaigns that champion inclusivity and social change can also resonate with consumers and generate positive brand sentiment. The key lies in understanding the cultural landscape, remaining authentic, and finding the right balance between engagement and risk.