Marketers should use research and data to help minimize backlash to social-issue campaigns
Photo provided by Kimberly Whitler
"Picking sides alienates sides. CMOs are uniquely supposed to bring advocacy for all consumers into the company and consider how all consumers will react to different issues."point of view on social and political issues"The theory has yet to be proven that brands must take sides," she said."There is actually research that taking a side creates an asymmetric negative effect. Those who agree with you may be neutral to slightly agree.
"Marketing has all kinds of tools and techniques to understand consumers," Whitler said."You can read how people will react. This is how it's done in politics, where you test and test until you reach a statement or position that will bring in the broadest public."
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