Today’s uncertainty is an opportunity. While anxiety over 2024 election uncertainties can leave business leaders, marketers and communicators playing tug-of-war with scenario plans, the question of whether brands and businesses should engage in social issues will not be determined by election results.  

Recent headlines have declared that social issues and supporting inclusion are a third rail for brands and businesses. While taking a stance may not be inherently political, it has been politicized. From stories of corporations bowing out of Pride celebrations to leaders walking back DEI commitments, there is a perception that businesses are choosing to remain silent rather than taking stances on social issues. The highest-level advisors to U.S. businesses are saying that brands and corporations have a role to play in addressing issues like the economy, civil rights, racial justice and reproductive rights.  

Also read: How brands are trying to relieve election anxiety 

LSG conducted a national survey of 509 professionals in marketing, advertising, communications and PR to get a pulse of the business and communications agenda on social issues ahead of a new administration.   

• Nearly 90% of respondents believe it is important for brands to engage with and seek to have a positive impact on social issues.
• More than 95% say that companies and brands should play some role in helping to find solutions to society’s challenges and nearly 90% say they should continue their current efforts or be doing more. 
• 90% believe it is important for brands and corporations to be inclusive of multicultural communities in advertising and communications and 78% say that inclusion is profitable. 
• 83% say that brands and corporations should not only talk about their values but act on them.  
• 81% believe that a brand’s social engagement needs to be rooted and guided by its brand values. 

And faced with a highly polarized presidential election, 80% of advertising, marketing, communications, and PR professionals feel that brands will have a role to play in bringing people together post-election. 

The bottom line is brands taking a stance on social issues is not going away. The question is not if brands and corporations should take a stand, it’s how. 

Momentum vs. Urgency: Shift tone, not values to connect with people

Under a Harris/Walz administration, PR and marketing leaders expect there will be momentum behind brand and corporate actions to address social issues. Survey respondents associate words such as “amplify,” “supportive,” and “opportunity” with the role of brands and corporations if Vice President Kamala Harris is elected president. Respondents associate words that communicate urgency with a Trump/Vance administration. “Moral imperative,” “more important than ever” and “persistence” characterize the role of business on social issues if former President Donald Trump is elected. 

Nearly 60% of respondents say they expect an increased demand from consumers that businesses engage on social issues regardless of the outcome of the presidential election.  

So, what’s the best path forward? Election-agnostic strategies that connect with audiences instead of rapid response plans that react to volatility. 

Also: How the election impacts CMO roles and brand messaging

Develop a bias toward action

When it comes to businesses being vocal about social issues, audiences have heard it all before. Action is a brand differentiator that matters. 

Like politics, communication is local

Hyperlocal approaches rooted in audience-specific data demonstrate a commitment to not only speaking to, but more importantly, listening to, audiences.  

Build long-term impact through strategic partnerships

Align corporate and brand objectives with community-based organizations that can validate brand promises.  

The fog of uncertainty across the nation is an opportunity for brands and corporations to be a stronghold of stability for communities. Being ready on Nov. 6 means not letting Nov. 5 dictate where your business stands.