Shall brand purpose be polarising?
In the era of purpose-led brands and purpose-led growth, brands are more and more attempting (and at times succeeding) in taking a purposeful stand on a world issue, and driving change.
We have had plenty of discussions at work on the extent to which these efforts should be aimed at 'pleasing' vs. 'polarising'.
Ideally, a mass-brand that is bought by the millions would identify a cause that virtually everyone agrees with... However, the world is showing us that "those who create polarisation, tend to win" - hence should we not pick a very controversial topic, being prepared to pay the price of pissing half of our consumer base off, whilst making the other 50% our highly committed ambassadors?
When it comes to your brand, where do you stand on this? What do you do / would you do? And is there maybe a third way?