When Brands Became the Unlikely Heroes of a Divided America
Three years ago, we traded the hustle and bustle of New York City for the tranquility of rural Eastern Pennsylvania. Little did I expect, I was also trading my cozy liberal nook for a world drenched in conservative hues—think more faith, firearms, and towering pickup trucks. Yet, amidst this cultural shift, we stumbled upon something genuinely warming: acceptance and friendship.
But strip away the camaraderie, and we're on opposite sides of the political spectrum. It's a tale of two Americas, a narrative that echoes across our nation's headlines. According to the 2023 Edelman Trust Barometer, 67% of Americans feel our country is more divided than ever before. And, in an era of media echo chambers, it's easy to believe that common ground is still a ways away.
With trust in both social media and politicians hitting rock bottom, where do we turn? Enter brands, playing an unexpectedly pivotal role in knitting the torn fabric of American society back together. Skeptical? I was too, until my move to Pennsylvania flipped my script completely. Our neighbors didn’t just open their doors; they opened their hearts to a liberal gay couple from the big city.
So, what's the magic formula for brands aiming to mend fences across America? It’s about tapping into the shared values that thread through the very fabric of our lives, breaking down the barriers that divide us. The same Edelman report highlights a nugget of hope: 63% of folks are more inclined to throw their support behind brands that share their own beliefs and values. The mission, then, is to champion the collective values that unite us, steering clear of those that drive wedges between us. And what binds us together at the end of the day? A mutual craving for the well-being of one another – championing fair work compensation, diving headfirst into community support, placing customers at the epicenter of business, upholding the highest standards of integrity and ethics, embracing inclusivity in all its forms, and fueling our collective dreams through educational initiatives and more.
Consider Costco, the titan of employee welfare, leading by example with its enviable pay and perks. Or Coca-Cola, that beacon of happiness, pouring its heart into environmental sustainability alongside its quest to spread smiles. Then there’s Patagonia, practically wearing its commitment to planet Earth on its sleeve, from fair trade advocacy to pioneering in regenerative farming practices. Not to be outdone, Google and Wegmans each weave their own tapestry of support, tackling everything from educating communities to combating hunger and boosting accessibility for seniors.
In today’s world, where businesses still shine as beacons of trust, brands wield the power to guide us towards a more united tomorrow. By championing the values that resonate with the collective American spirit, they have the unique opportunity to foster societal healing. And who knows? That seemingly insurmountable divide might be just narrow enough to find us all line dancing together at a Country & Western bar, bridging our differences one two-step at a time (that’s a true story for another day).