The term “go woke, go broke”, has become a significant talking point in a society that appears to be more divided on political issues than ever. So why do brands continue to choose sides when it comes to politically-charged marketing?
It appears that the days of sitting on the fence are over for brands in a world that’s becoming increasingly unable to remain apolitical. But what challenges does this pose to UK small businesses?
According to a Harris Poll study, as much as 82% of consumers want brand values to align with their own, with three-quarters of shoppers claiming to have stopped using a brand because of a conflict in values.
