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Why brands' 'no politics' policies are obsolete: Opinion


Yet, as the U.S. becomes increasingly more divisive, human issues and political issues are often one and the same. This makes it next-to-impossible for a brand to avoid politics altogether. Chloé Chanudet, the CMO of Adore Me, agrees: “Some things that don’t seem like political stances, actually are political stances. We started a big pivot towards sustainability. And while this seems like a no brainer, it turns out it’s actually a political issue.”
There’s a three-way tug of war between purpose, politics and partisanship.
In pursuing their brand purpose even when it intersects with politics brands are resolute to be seen as non-partisan. As Tony Ambroza, chief brand officer at Carhartt put it: “Political parties have now become an outsized part of our world. This shouldn’t be interpreted that brands should become partisan. However, people are more politically active and issue-aware. And that’s pulling in brands because they play an important role in cult ....

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