It’s about a 3 min. read.
Companies today have a lot to think about. Not only do they need to create compelling products and/or services that meet consumers’ functional needs, but how much consumers relate to a company’s values is also crucial in gaining and building customer loyalty. Topics that used to be considered taboo, like race, politics, gender-identity and equality are becoming top-of-mind in brand campaigns and content, and a mis-alignment with customers can be very detrimental to a company or brand (take Pepsi’s failed campaign with Kendall Jenner as an example).
A brand’s Social Benefits includes how much a consumer agrees with the values, ethics, or morals expressed by a brand and how much a consumer believes a brand reflects their own personality, tastes or values.
Agreeing and identifying with a brand’s values can also spill over into perceptions of a typical brand user. Consumers who agree that a brand reflects their personality, tastes, or values are more likely to identify with the typical brand user – and this includes their political views. People who believe they share the same political views of a typical brand user are more likely to consider the brand than those who do not (40% are very likely to consider if they identify with politics of the typical brand user vs. 25% consideration for those who do not).
As far as politics go, HBO has recently run into some backlash with their new show Watchmen, which is based on a political, left-leaning comic. While the show is getting rave reviews from critics and fans, some have flooded Rotten Tomatoes to give negative reviews calling the show “too woke” and questioning its “politically correct” narrative.
BUT, is this something HBO needs to be worried about? HBO’s current customers skew progressive politically, and 58% of HBO’s customers identify with the perceived political views of a typical HBO user. 54% of HBO’s customers also believe that HBO reflects their own personality, tastes, or values. While HBO may be angering some by choosing to air Watchmen, they are willing to take a risk to connect more closely to the politics their core customer base identifies with vs. not engaging in the topic of politics at all.
Ultimately, people want to feel connected with their favorite brands, and with increased political polarization, it’s more important than ever for brands to understand their customers. Intimately knowing your audience (like HBO may have known when they green-lit Watchmen) can make it safer to take a stand politically or otherwise. In fact, taking a stand can deepen the audience’s emotional connection with the brand because it is aligned with their customer’s personal beliefs, making them a more loyal and engaged customer. Actress Regina King from the Watchmen series said it best when she said in response to the show “Most of us, as human beings, want to feel like someone else knows their pain and is talking about what they’re talking about.”