Jackie Cooper’s Post

The 2024 Edelman Trust Barometer special report "Brands and Politics" explores how brands can prepare for, and navigate, politics in a divided world. According to the research, consumers are expressing their politics – and their power – through brand choices, contributing to a new normal that is opening brands up to exposure they cannot avoid. When a brand is under pressure to take a side on a controversial or political issue, 71% say the brand must take a position. And when a brand does not communicate its actions on societal issues, 51% believe the brand is doing nothing or hiding something. #brand #communication #consumers

With #Juneteenth being the latest federal holiday, brands might wonder how to handle #marketingstrategy in conjunction with this celebration. One of the leading voices in #multiculturalmarketing gives some insight in this interview from Forbes. https://buff.ly/3VkYASi #holidaymarketing

Last week, Jeremy S. Thompson, SVP, Corporate Affairs, Edelman Global Advisory, shared key insights from the 2024 Trust Barometer Special Report on Brands and Politics during his presentation at Brandweek 2024. Three key takeaways: 💡 Navigating election season is like surviving a horror movie—you need the right tools to make it to the end. 💡 Your ultimate survival tool? Understanding your permission space. This means identifying where your brand values intersect with both internal and external stakeholders. 💡 Don’t forget to factor in the political and cultural context of the landscape you're operating in. Ignoring it could lead to a classic case of contextual naiveté. 💡 And just like in every horror movie, the scary monster always returns for the sequel. Regularly revisit this exercise to ensure you're prepared for whatever comes next—election season or beyond. Download the full report: https://edl.mn/3Br4CdT

Were you surprised by the 2024 election results? You're not alone. Living in our own bubbles isn't just a political problem - it's a business risk. Our research found a staggering 43% of consumers abandon brands that don't align with their values, while another 34% switch to competitors. Here's the reality check: If you're creating messages based on what your office thinks, you might be missing the mark with half your market. It's a good time to revisit our whitepaper, "Divided We Brand", which takes a deep dive into how political beliefs drive consumer behavior (especially why it matters more than ever). See the insights that are helping brands bridge the gap between assumptions and reality. https://lnkd.in/gFyXkmYn

According to Edelman's new report, 71% of consumers believe that when under pressure, brands must take a position. With social polarisation increasing around the world, that certainly puts brands in a bind -- which position is the right one? The one we believe in, even if it will make consumers angry? The one that will make consumers satisfied here, but angry over there? The one that will make least consumers least angry? Trust is so hard to build, but it matters -- consumers who fully trust a brand are more likely to purchase that brand, stay loyal to it, and advocate for it. Loyalty not only earns brands their customers’ business, but it will also grant them forgiveness when it makes a mistake. https://lnkd.in/eDnbzbQ9 #trust #brands #consumers #polarisation #loyalty #geopolitics

Brands are increasingly being viewed through the lens of politics. Our latest Edelman Trust Barometer report on Brands finds that 8 in 10 view brands as acting in political ways. They want brands to have a clear view on the big issues of the day, and will support - and defend - brands which reflect their views and values. Read more about how the issues of the day shape the way people relate to your brand here: https://edl.mn/3xfHCNg

🖋️ 📰 I wrote an article for PRmoment this week on whether brands should weigh in on political and social justice issues, and what they should say if they decide to speak out. Using PLMR's own research and insights from Edelman's Special Report on brands and politics, I found that: ✅ 71% of people globally think that brands should take a side on a controversial or political issue. ✅ However, this falls to just 32% of people in the UK. In the face of this uncertainty, I argue that to get it right brands must focus on their intrinsic issues and speak directly to their audience. Read the article in full at the link below: https://lnkd.in/gF_wQrvK #PR #Media #CrisisManagement #ReputationManagement #Communications #CorporateCommunications

Australians are calling on brands to step up. Brands who know when to advocate, educate or simply listen are better positioned to build trust and foster loyalty. New research from The Growth Distillery and TRA, Needs of the Nation, reveals that marketers can achieve growth by focusing on social issues that Australians care about most. Terri Hall, Managing Partner TRA says, “The scale of this work, and its grounding in the psychology of Australians, is what sets it apart. Read more here: https://lnkd.in/gE8udsDk

This is a really great short article from Tom Sussman, Deputy Chief Strategy Officer at Leo Burnett which caught my attention just now when lunchtime browsing Campaign magazine. https://lnkd.in/ecbQsY_D The article talks about how brands should be focusing on a 'cure' for the "Great British crisis hangover" i.e. the harsh reality of global conflict, the very real cost of living narrative, the perpetual economic uncertainty and the keep calm and carry on very British attitude to the real hardships of life we've all no doubt been feeling this year. PopPulse (Leo Burnett’s nationwide research platform) has been designed to pop the marketing bubble, by "listening to the listeners". These are the Brits who hear what the public is really talking about: the nation’s cab drivers, hairdressers, beauticians and bar workers. And it's latest pulse survey found that 48% of the British public now agree “Life feels so intense at the moment that I often find myself reacting emotionally”. I know we can all relate to this and our new Government's instant "tough love" approach doesn't seem what we need right now to recover our confidence and stability. And this also doesn't just stop when you leave home - it's with you at work too. This got me thinking that maybe this is a space for B2B brands to explore with genuine authenticity and rawness? Less greenwashing and more human sensitivity. Less scaremongering, and more comfort blanket,. Less isolation, more supportive community. Less we're all f*cked for eternity, more small flickers of light with reasons for hope. As I said, this is a lovely piece and worth a read over a lunchtime cuppa. It's certainly given me some food for thought in terms of B2B brand messaging briefs where "trust washing", "Greenwashing" and "risk-mongering" right now feel so very last season. Enjoy: https://lnkd.in/ecbQsY_D P.S. The photo is one I took myself in Conway North Wales a few months ago which I think captures my sentiments of "New Dawn, New Day" above in visual form :) #B2B #Branding #B2BBranding #BrandBuilding

More sustainable and inclusive growth c/o Crayola! Check out this GLOBAL CMO GROWTH COUNCIL case study featuring Crayola EVP, Brand Marketing Victoria B. Lozano. One of the most inspiring roles I play is as co-chair of the Association of National Advertisers Council for Brand Purpose, where we regularly hear from brand leaders driving amazing growth by knocking down the barriers between them and objectives like a wider audience and a more resilient planet. Kudos to Crayola and Victoria. Case studies like this matter! #purpose #brandleadership #inclusivity #sustainability