Purpose Marketing in Polarized Times: Finding Common Ground Beyond Politics

With Elon Musk and our president engaged in what appears to be a systematic dismantling of government institutions, the temptation for brands to take a stand has never been stronger. It's like watching a bar fight break out and wondering if you should grab a chair. (Spoiler alert: you probably shouldn't.)

The potential for creating emotional connections based on shared values is alluring – like the Sirens of Greek mythology calling to marketers. But unless you're Patagonia, whose customer base is united by environmental values, the rocks beneath those waters can be treacherous.

Over years of working with brands grappling with purpose, I've seen this tension play out again and again. CMOs want to stand for something meaningful, but they're terrified of getting it wrong. In today's climate, that fear is understandable.

I learned this lesson firsthand at my agency, Traction. We introduced our "Days of Action" policy giving employees two paid days per year to participate in democracy however they saw fit. We designed it as a non-partisan policy to promote civic engagement.

The response was intense – and deeply illuminating. Yes, Alt-Right websites attacked us. We weathered a storm of angry emails, social posts, and phone calls. We were called everything from Fascists to Socialists to "Libtards" to "candy asses."

But just as powerful was the wave of support. Even Fox News gave us fair and balanced coverage in a national feature. The story resonated because it touched something fundamental: our shared belief in democratic participation.

What followed was truly remarkable. Giant companies representing hundreds of thousands of employees reached out to learn how they could implement similar policies. Today, thousands of companies offer paid leave for voting – a movement toward civic engagement that transcends political divides.

This wasn't just about weathering controversy. It was about finding genuine common ground.

This reveals something crucial about purpose marketing. When you actually talk to people – really listen to them – you start to hear something surprising.

Many who are deeply concerned about the current dismantling of government agencies share common ground with those who support it. There's widespread agreement that government inefficiency is a real issue. The disagreement isn't about whether change is needed, but about how that change should be implemented.

This gets to the heart of insight gathering. Polls can tell you what people think about the questions you ask, but genuine conversations reveal what questions you should be asking in the first place.

Real insight – or as I like to define it, "new understanding" – comes from listening without preconceptions.

The challenge for brands isn't to avoid purpose – it's to find purpose that unites rather than divides. And no, this doesn't mean falling back on bland, condescending messages about "coming together." We've all seen those ads. They feel like someone trying to solve a complex social problem with a group hug.

Not every brand needs to wade into politically charged waters. As I witnessed when discussing this with the VP of marketing for a $15 billion retailer, some brands won't touch controversy with a 10-foot pole. The likelihood of alienating 50% of their customers is far too daunting.

That's okay – purpose isn't about picking sides in today's political battles. It's about connecting with fundamental human truths that exist independent of those battles.

The brands that will win in this environment aren't those that shout the loudest about their values or those that play it safest. The winners will be those who do the hard work of understanding what truly unites their audience, who find ways to stand for something that transcends political identity.

When brands can tap into these deeper currents, they create the kind of emotional connections that no political wind can shake.

In these divided times, that might be exactly what we need.