Not Red, Not Blue, Just Golden: PR Strategies for a Polarized World
Lauren K. Howard, APR, Principal Word Nerd, Indy Word Nerd Writing and Marketing
In the spring of 2023, Bud Light was a staple of American barbecues, baseball games, and backyard gatherings. But by summer, it had become a flashpoint in America’s culture wars that was anything but refreshing.
The controversy began with an Instagram post featuring Dylan Mulvaney, a transgender woman and digital influencer, as part of a March Madness promotion. The less-than-one-minute video ignited a firestorm. Conservative commentators and consumers called for a boycott, with Kid Rock taking an assault rifle to cases of Bud Light. AB InBev, the brand’s parent company, attempted damage control that made matters worse, alienating both the LGBTQ+ community and its core customer base. Sales plummeted and Bud Light lost its status as America’s best-selling beer, a title it has yet to earn back nearly two years later.
Fast forward to 2025 and Target is facing its own reckoning by rolling back diversity, equity, and inclusion (DEI) initiatives. The move resulted in 5 million fewer shopping trips for the brand in the four weeks following the announcement and calls for a nationwide boycott. Meanwhile, Costco shareholders rejected an anti-DEI measure, which has helped the company earn 8 million more visits over the same period.
These brand stories illustrate a hard reality: in today’s hyper-polarized climate, every brand decision carries risk. PR professionals are on the front lines. Knowing when and how to address divisive issues is now a key part of the job.
Caught in the Crossfire: The PR Balancing Act
Polarization isn’t going anywhere. Research out of USC Annenberg found that 90% of Americans believe political and social divisions will remain or worsen in the coming years. This division isn’t just affecting political discourse. It’s reshaping the way companies communicate, forcing PR professionals to navigate a complex and volatile landscape.
The stakes for businesses are high. Research shows that 70% of consumers consider a brand’s social profile before making a purchase, with many willing to pay more for value-aligned products. An increasing number of consumers, especially among younger demographics, expect brands to take a stand on key issues.
However, any brand that does speak out risks alienating valuable audiences. So, is silence the answer? According to “How Business Leaders Can Reduce Polarization” in Harvard Business Review, no. Research shows brands that avoid taking a stance can face their own set of consequences, including decreased customer loyalty and missed market opportunities.
73% of PR pros predict they will need to increase their engagement with social issues in the years ahead
PR professionals are in the middle of this tug of war. According to USC Annenberg’s 2022 Global Communications Report, 93% of professional communicators are spending more time navigating complex societal topics, while 77% see polarization as a significant challenge for their organizations. A staggering 73% of PR pros predict they will need to increase their engagement with social issues in the years ahead, despite the risks involved.
The problem is clear: whether a company takes a stand or stays neutral, there are financial and reputational consequences either way. PR teams must be prepared.
Walking the Tightrope: How Brands Can Navigate Polarization
Striking the right balance in a polarized world isn’t easy. Some brands have learned the hard way that an ill-timed statement or a misaligned campaign can quickly spiral into a PR disaster. Others have found ways to communicate their values without alienating key audiences. The following tactics offer a roadmap for how PR practitioners can guide their brands through today’s landscape of cultural landmines.
Use Centrist Language
Navigating hot-button issues can feel like a hostage situation, with a small but vocal group applying the most pressure. Revolt London, a purpose consultancy, describes the challenge with a more playful term: “poking the bear”—addressing touchy subjects that can be both divisive and critical for growth.
And no, hibernation isn’t an option.
One strategy to “tame your grizzlies” is reframing issues using centrist rather than more progressive language. Revolt London surveyed 1,000 Americans—equal parts Democrat- and Republican-leaning—to rank the importance of various social and environmental issues. Each topic’s framing influenced where it landed on the list.
- “Climate justice for all” ranked 17th out of 20, but the more centrist “securing a safe climate for your family’s future” jumped to fifth place.
- “Marriage equality for the LGBTQ+ community” came in last place, but when reframed as “support the freedom to love whoever you want,” it moved up five spots.
- “Fighting for reproductive justice for women” ranked 13th, but shifting to “securing healthcare safety and freedom for women” elevated it to seventh.
- “Implementing diversity, equity, and inclusion initiatives in the workplace” rose two spots when reworded as “promoting a culture of belonging at work.”
These subtle shifts made issues feel more personal and less partisan by tapping into universal human values like love, freedom, and family. In fact, the top seven spots all went to issues framed using centrist language.
The takeaway? Words matter. How companies communicate their stance can dramatically impact the way audiences receive the message. Small language tweaks can broaden appeal, reduce polarization, and help businesses unite people around issues in today’s divided landscape.
Earn Your Stripes
When it comes to engaging in social issues, credibility is key. Barbie made more than $1.4 billion at the box office by addressing themes of patriarchy and female empowerment. The movie could have bombed had it not followed years of Mattel redefining the Barbie brand “to inspire the limitless potential of girls everywhere” and redesigning products to challenge traditional gender roles. Essentially, Barbie became a credible spokesperson for gender rights before the movie ever hit the silver screen.
Now compare that to Pepsi in 2017. An ad featuring Kendall Jenner culminates with her handing a can of Pepsi to a police officer, seemingly resolving the tension between protesters and law enforcement. The ad backfired, accused of trivializing social justice movements and co-opting activism for profit. The response was so loud, the company pulled the ad within 24 hours and issued an apology.
Brands that take a stand on divisive issues must have credibility in the space and approach the topic with authenticity. Pepsi had no real connection to social activism, making its attempt feel opportunistic rather than meaningful. By comparison, Barbie had done the work to change the very stereotypes the brand had helped create to become a trustworthy spokesperson for gender equality.
Work from the Inside Out
Before taking a stand on a divisive issue, address internal polarization first. Employees are often the first to scrutinize corporate messaging. Inconsistency can erode trust. Starbucks faced backlash when it allowed employees to wear Pride gear but banned Black Lives Matter clothing. Nike made headlines when it tried to cut the pay of Olympic gold medalist Allyson Felix after she became a mother while simultaneously running a campaign focused on women empowerment and breaking barriers in sports. Both brands exposed a gap between their external marketing and internal business policies.
To avoid these pitfalls, companies must start by listening to employees first—understanding their backgrounds, interests, and values. Gaining their support creates a stronger foundation for external influence. Building alignment around shared values and apolitical interests fosters an environment where employees feel comfortable engaging in respectful discussions. At the same time, company policies must reflect a clearly defined and consistent stance on social engagement to prevent contradictions. When employees trust that their workplace encourages thoughtful dialogue rather than division, the company’s external messaging will resonate more authentically with the public.
Communicate with Purpose
Ben & Jerry’s provides a masterclass in issue-based communication. First, the company weaves advocacy into its brand identity. “Activism” is front and center on its homepage, reinforcing that social responsibility isn’t just a marketing tactic—it’s part of the company’s DNA. The brand states:
We love making ice cream—but using our business to make the world a better place gives our work its meaning. Guided by our Core Values, we seek in all we do, at every level of our business, to advance human rights and dignity, support social and economic justice for historically marginalized communities, and protect and restore the Earth’s natural systems. In other words: we use ice cream to change the world.
Unlike brands that release vague corporate statements, or simply alter their logo based on the group celebrated that month, Ben & Jerry’s takes a clear stance. The company backs its advocacy with data and historical context. It also stays in its lane, focusing on causes aligned with its long-standing values rather than responding to every “flavor of the month” hot-button issue. For PR professionals, Ben & Jerry’s has a pint of advice: social advocacy shouldn’t be an afterthought or reactionary move. Instead, it must be deeply embedded in a company’s values and consistently reflected in its actions.
Counteract Confirmation Bias
A PR pro’s kryptonite is confirmation bias when trying to change beliefs and behaviors. People tend to only accept information that reinforces their thinking. In fact, research shows that people exposed to scientific information challenging their views can end up more convinced they are right. The human brain really loves harmony.
So, the best way to counter confirmation bias is by easing into it. Start by using a wide range of information sources, including those from the group you are trying to convince. For example, if making a push for vaccine efficacy, include data supporting the point from sources credible among the anti-vax movement.
People love pictures. Use graphics instead of just words to support a position. Research from Dartmouth found that presenting information visually increases the accuracy of people’s beliefs around socially charged issues. Those skeptical of climate change were more convinced when seeing charts showing the rise of global temperatures across the last 30 years.
Finally, give people some hope. Uncomfortable data promotes fear and a fight response. We don’t like feeling wrong. However, giving people agency, with clear steps they can take, often prompts action. The Body Shop champions ethical sourcing and environmental protection. Instead of simply presenting uncomfortable data about the harmful effects of unsustainable beauty products, the company created The Love Your Body Club. The offering encourages people to promote environmental consciousness through tangible, everyday choices. Members can earn points redeemable for rewards or donate them to charity, while also supporting the brand’s sustainability initiatives.
Use Complexity to Find Common Ground
On the topic of a fight response, researchers have a name for America’s current political divide: intractable conflict. In this dynamic, people’s encounters with the opposing side become more charged. Our brains strain under the pressure, incapable of being intellectually curious while also feeling increasingly threatened. We default to protection mode.
Turns out the way to alleviate this issue isn’t by simplifying things, but by making them more complicated.
As PR practitioners and professional communicators, we’re trained to make messages understandable, to simplify complex points, and to structure for clarity. However, data from the Difficult Conversations Laboratory at Columbia University contradicts these tactics when it comes to controversial topics. Leaning into complexity is key for finding common ground.
Intractable Conflict (n.): An intense, long-lasting dispute resistant to resolution, often rooted in deep-seated issues such as identity, morality, and high-stakes interests, making it challenging to resolve.
The lab studied thousands of one-on-one debates looking for ways to generate more productive conversations. Researchers gave participants a short article on a polarizing issue before entering the room. One version detailed both sides of a controversy like gun control in a typical news format. The alternate version contained the same information but emphasized the complexity of the gun debate, including many points of view detailed in more compassionate writing. After reading the article, the participants met to discuss an entirely different controversial topic. The pairs reading the more simplistic article got stuck in negativity. Those with the complex version proposed higher quality ideas, cited being more satisfied with the dialogue, and were more willing to continue the conversation.
The lesson for PR pros is that there is value in going against our instincts to complicate the narrative. When it comes to polarizing issues, simplicity breeds confidence. “I’m right. They’re wrong.” Complexity promotes curiosity. People become less closed off to new information and more willing to listen.
This does not mean falling into the “very fine people on both sides” trap. Simply sharing the other side just pushes people away. Capitalizing on an issue’s complexity means digging beyond the conflict to unearth deeper interests, values, and motivations. It’s messy work but creates a far more interesting, well-rounded, thoughtful position. The work moves brands from responding to the moment right in front of them to thoughtfully analyzing the broader issue unfolding around them instead.
A Lesson from the Golden Arches
Perhaps no brand is more notable worldwide than McDonald’s. In October 2024, Donald Trump visited a Pennsylvania franchise, igniting a firestorm. Customers and commentators demanded a response from the company. In an internal memo, McDonald’s executives struck a careful balance:
McDonald’s does not endorse candidates for elected office and that remains true in this race for the next President. We are not red or blue—we are golden.
Though we are not a political brand, we’ve been proud to hear former President Trump’s love for McDonald’s and Vice President Harris’s fond memories of working under the Arches. While we and our franchisees don’t have records for all positions dating back to the ‘80s, what makes “1 in 8” so powerful is the shared experience so many Americans have had.
When Owner/Operator Derek Giacomantonio was approached by local law enforcement regarding former President Trump’s desire to visit a Pennsylvania restaurant, he was proud to highlight how he and his team serve their local community and make delicious food, like our World-Famous French Fries.
Upon learning of the former President’s request, we approached it through the lens of one of our core values: we open our doors to everyone.
It’s with that same approach that franchisees have invited Vice President Harris and Governor Walz to their restaurants in order to share how McDonald’s provides meaningful pathways to economic opportunity and feeds and fosters local communities.
The statement goes on to encourage franchisees, restaurant teams, and employees to reference the election toolkits previously provided and additional resources for further support. The letter ends with:
Thank you for everything you do for our brand, for serving our customers and communities with great pride, for upholding our core values and for opening our doors to all.
The response is a textbook example of handling polarization, skillfully using centrist language built on common human values. It leverages McDonald’s long-standing credibility as a brand that feeds and fosters communities while demonstrating care for employees and internal stakeholders. The company aligns its internal policies with external practices, reinforcing a commitment to inclusivity without alienating different viewpoints. The response avoids bias while promoting common ground through universal experiences—eating the food, working at a restaurant, or simply seeing the Golden Arches as part of daily life.
Who knew McDonald’s burgers came with a different kind of “special sauce”—one that serves up unity in a divided world.
How’s the Weather? Forecasting the Future of PR
The role of PR has never been more complex or more vital. Brands mastering the art of taking a stand, without falling on their face, can turn moments of cultural significance into trust-building endeavors. The ability to skillfully navigate intense polarization will define the future of the public relations profession.
Fred Cook, chair emeritus for global PR agency Golin, puts it bluntly: “If we don’t learn how to communicate better, we are destined for a future of only talking about the weather. Actually, even that is polarizing.”