Should Brands Take A Stand?

Oreo stands with the LGBT community. Airbnb has publically stated how they support refugees and are against neo-Nazis. These two companies, according to Molly DeWolf Swenson’s article for Adweek, are two of a small list of brands who take a stand on tough social issues.

Brands like Oreo, Airbnb, Chipotle, and Patagonia have set themselves apart from other brands in a controversial way. While many brands do not see the importance of speaking out about social issues, these four brands have done it and done it well. But is it important for brands to speak out, or is it better for them to stay quiet and keep their beliefs to themselves?

While Swenson believes it is important for the “800-pound gorilla” she calls a brand to pick a cause and choose a cause, I have to disagree. While a brand may have the power of an 800-pound gorilla, that does not mean it has to use it. Adding politics to brands may switch up their consumer base, for better or for worse, but it ultimately destroys the comfort of neutrality.

Is neutrality always a good thing? No, I am not saying that. But when it comes down to things like buying food for your family, diapers for your babies, and toys for your children—can’t we leave politics out of it and buy what we need and like?

If there is anything in this world that should stay neutral, it’s the companies we buy from.