Finding Common Ground: Brand Goals for 2021
As we emerge from a divisive political season, brands are faced with the complex juggling act of finding common ground among consumer audiences that are not homogenous, to say the least. Alter Agents CEO Rebecca Brooks writes about how brands can face this challenge head on in her latest article for Forbes, titled “Emerging From A Divisive Political Season: Finding Common Ground Among Your Consumer Audiences.”
Political Divisions Aren’t All-Encompassing
In the piece, she gives a preliminary look into some of the findings from our third and final survey on consumer fear and anxiety, which wrapped up last month. She writes “our latest research shows that despite their political differences, consumers easily find significant common ground on which brands and marketers can also stand safely.”
Using the recent unrest and division surrounding the U.S. election as an example, Rebecca cites some of our data on these issues that shows some shared opinions – despite differing political affiliations among respondents. Our study found that 74% of people agreed that the American political system needs “significant reform.” That’s a fairly big majority.
Rebecca writes that numbers like these start to make sense when you “zoom out” and look at concerns that are affecting all Americans such as healthcare and economic security. “People have a lot on their plates right now as the pandemic drags on and while they might be divided on the details of certain issues, their overarching emotions are quite consistent.”
Find Opportunity in Sowing Unity
Brands should focus here – on the common ground within their audiences. Feelings of fear and uncertainty can be assuaged with the right mix of communication and action, comprised of things like: addressing any insecurities head-on by offering flexibility and a high amount of accessible information; meeting consumers on their preferred ground by being present on their platforms of choice; and reframing the benefits of products and services to speak to the present moment.
She concludes the piece with this advice: “The global crisis has forced us all into a stressful situation, and brands can find solid footing by taking practical action in addressing their customers’ uncertainties, frustrations and fears.”
Our Facing Fear Research Series
Drawing on world-class analysis from researchers at Alter Agents and commentary by thought leaders in economics, political science, and psychology, this reporting series is a must-read to understand the consumer mindset entering the second year of the pandemic.
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