Marketing helped divide America—here’s how brands can promote unity

America feels like a nation at a crossroads. The election is behind us, but the deep divisions it exposed remain. This fragmentation hasn't happened overnight or by accident. Marketing professionals have perfected the art of micro-targeting, creating echo chambers that reinforce existing beliefs and elevate ideological barriers. Social media algorithms and targeted advertising have turned Americans into distinct tribal groups and market segments, each receiving carefully crafted messages that rarely challenge their existing worldviews. If marketing has helped inflict these wounds, it can also play a crucial role in healing them. We propose declaring the coming decade as one of national reunification. This is a call to corporate America—and a challenge to every organization that communicates with the public. Every brand, company, nonprofit organization, government agency, educational institution, religious organization, community group and political party should incorporate unifying messages into its communications. We need more than feel-good advertising. We must fundamentally reimagine how we engage with one another as citizens and community members. A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here Here are specific steps marketers can take to promote unity: Audit and adjust marketing messages We can learn valuable lessons from historical reconciliation efforts, such as how the U.S. healed after the Civil War, how France and Germany rebuilt relationships after the World Wars and how Japan and the U.S. transformed from enemies to allies. Even the deepest divides can be bridged with thoughtful, sustained and intentional effort. Reshape digital engagement Transform measurement and metrics Reimagine media strategy Build community connections These aren't just feel-good measures. They're practical steps that every organization can implement immediately. When combined with broader strategic commitments to unity, such actions can help rebuild the trust and connections our nation has lost. A divided America is bad for everyone— businesses, communities, families and global competitiveness. Organizations that help heal these divisions won't just be doing good but ensuring their long-term sustainability. The task ahead is monumental. Campaign war chests have been depleted in the election battle, leaving little funding for reconciliation efforts. The arsenals of attack ads are now silent, but the damage they've caused will remain. This is where businesses, community organizations, religious institutions, schools and citizens must step in—reallocating resources toward messaging that emphasizes our shared values and common ground. Ad Age Tech Power List 2025 We’re looking for top digital innovators from agencies, brands, platforms, ad tech companies and tech startups Enter here Let us move beyond the narrow definition of marketing as merely driving sales or winning votes. In today's fractured landscape, every form of public communication must embrace a broader mission: strengthening the social fabric of all stakeholders that makes democracy possible. Some might argue that this approach risks alienating those who have grown comfortable with partisan messaging. But the greater risk lies in allowing these divisions to deepen further. Organizations that take a stand for unity may face short-term criticism, but over time, they will be seen to be positioning themselves on the right side of history. In the days after the election, America is still one nation—wounded perhaps, but with tremendous healing potential. All of us who communicate with the public, whether through marketing, education, community organizing, or civic engagement, must now use our talents to remind Americans of what we share: common hopes, common dreams, common values and a common destiny. This is a call to action for the creative minds of advertising and marketing. The same brilliant strategists who have mastered the art of market segmentation must now turn their talents to the challenge of national reunification. We also call upon awards organizations such as the Cannes Lions and the Effies to establish new categories celebrating effective unification campaigns. Marketing professionals must broaden their focus beyond traditional stakeholders to engage with all segments of society, using their considerable talents to bridge our divides. The silos we have built must come down. The chasms we have dug must be bridged. The time has come to recognize that ultimately only one community matters: the United States of America. In the days after Election Day, let's not wake up to business as usual, but ready to rebuild our national unity, one message at a time. Check out the latest Ad Age events and award programs

Marketing helped divide America—here’s how brands can promote unity

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