Everything Becomes Political
I have bad news and good news. The bad news is that society will become even more polarized. This means that groups, media, interests, and brands will stand even more opposed to each other. The good news: you can prepare for this and even take advantage of this unpleasant reality. By investing in PR and content marketing in time, you become part of the conversation.
Just a quick recap of the current media landscape. The left and right are further apart than ever. Those who are 'woke' will not hesitate to accuse others of racism, sexism, or homophobia. This leads to uncomfortable situations, such as the counting of ethnic minorities in television programs (see also: the Eskimo because it pays off). Those who call themselves 'realists' claim that there is a leftist conspiracy and that you are not allowed by the European Union to say that everything is definitely the fault of Moroccans or Islam or the EU. This leads to uncomfortable situations, like journalists who are allowed to say in every media (without any contradiction) that their opinion isunheard.
Trenches of One's Own Truth
From these trenches of one's own truth, fights are waged on social media – primarily Twitter – and both flanks consider themselves members of the post-war resistance. Every current theme that comes up – CO2 emissions, Black Pete, gender-neutral toilets, women in top positions, ethnic diversity, and the work-for-benefit requirement – is seized upon by both camps to assert themselves.
Notice: media prefer the two ends of a discussion because it produces fireworks. Who (older than 28) can forget Pim Fortuyn against Paul Rosenmöller? Such a spectacular conflict yields the best viewership. It is the political equivalent of Badr Hari versus Rico Verhoeven. Market forces of debate eventually radicalize the gap between province and city, poor and rich, native and immigrant, higher and lower educated. Nothing indicates that the center is making a comeback, as the polls, the establishment of numerous new media, and parties show. The extremes fight their way further into their trenches and turn every subject into a charged theme. What does that mean for brands?
Brands Respond to Polarization
Most brands discovered purpose marketing some time ago. Brands chose a noble goal, such as connecting people, solving a social problem, or something to do with sustainability – as long as it had nothing to do with profit or turnover. Often such a goal turned out to be empty, as were margins not more important?
In recent years, brands have gone even further by leading discussions and profiling themselves even more strongly. Three examples that capture the imagination:
KPN dares to take a stand on social media
By taking such a strong stand against a racist tone, KPN shows what it stands for. This is how reputation management works.
KLM sends a 'Tikkie' for CO2 compensation
Those who book a flight through KLM, may soon expect a 'Tikkie' – to compensate for their CO2 emissions. By taking the lead in this discussion, the company can position itself as a thought leader.
Nike elevates banned football player as a champion
Colin Kaepernick was under fire in America – and was even targeted by President Trump. What did Nike do? The sports brand emphasized that it stands for diversity and lifts the banned football player as a champion. In this article on Forbes you can read why it's a smart move by Nike.
Continue to Participate
There are a number of important reasons why brands are increasingly voicing their opinions and therefore approach the media. First, it's a way to connect with (new) customers and profile on themes that are relevant. When you are seen as an expert, you are also not interchangeable. Moreover, PR increases the value of companies.
Just as importantly: over time, more and more themes become politically charged. Your brand could suffer as a result. But by communicating proactively and taking the lead in communication with the outside world, an advantage is created. Not only an advantage over the competition (where it is not known what they think about certain issues), but also an advantage over time. Your brand has already positioned itself along certain axes – such as inclusive or sustainable – and will be less likely to become a leading topic in a discussion with new issues.
