Communicating Purpose in the Age of Polarization

From Alex Lewis writing for PRNews…

For brands with a mission, the success of PR and marketing often rests on uniting people behind a common cause, such as climate change or gender equality. But in these polarizing times, political views shape people’s attitudes to purpose-related issues. Rather than bringing people together, research shows that highlighting the seriousness of a cause through outspoken and progressive messaging is actually driving a wedge between Americans at a time when unity is needed.

More than half of U.S. consumers (58 percent) want brands to demonstrate a clear sense of purpose. However, research conducted by the purpose consultancy Revolt shows in its “Poking The Bear” report that progressive language in purpose communications is dividing Republican and Democrat voters up to 32 percent. Even so, this gap can be closed to just seven percent by making changes to the language so the messaging is more centrist.

Revolt conducted research with 20+ purpose, ESG and sustainability communicators, and quantitative research among 1,000 U.S. consumers. We found that sexuality and gender identity rights is the most politically polarizing issue in the U.S., with just 27 percent of right-leaning voters identifying this as important, compared with 64 percent of left-leaning voters. The second most polarizing issue was climate change, with 45 percent of right-leaning respondents regarding it as important, compared with 81 percent of left-leaning respondents.

With such clear division among U.S. consumers, it’s not surprising that some brands are finding themselves in a cycle of “purpose paralysis,” and are pausing or abandoning purposeful marketing and communication. Others are switching purposeful missions and focusing attention on what they see as less contentious causes.

Shifting to Centrist Language

But polarizing issues can be transformed into common causes by pragmatic shifts in language to align with more universal values. For example, with the more progressive frame of “Fighting for climate justice for all,” climate change sits way down in 17th place in the ranking of issues important to respondents. But when phrased in centrist language with “Securing a safe climate for your family’s future,” it jumps to the fifth most important issue.

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