‘They’re like Switzerland’: Brands walk tightrope between authenticity and political backlash

The so-called culture wars have reached a fever pitch as of late as the polarization of the country continues. And as the lines between politics and pop culture continue to blur, brand marketers are tasked with showing up authentically and culturally relevant with the specter of political backlash looming large in the background. 

Target, perhaps the most recent poster child of the supposed culture wars, saw boycotts and backlash earlier this year in response to its retooled diversity, equity and inclusion policies. Similarly, back in April of 2023, Bud Light landed itself in controversy for its campaign with transgender influencer Dylan Mulvaney. 

With that backdrop in mind, brand marketers have seemingly been walking a tightrope–eager to have watercooler moments that are authentically part of culture, but careful to avoid being caught in the fray of politics and alienating customers.

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