How Do Brands Unite a Divided Nation?

By Nick Lowery

The world is constantly changing and over the last five years, marketers, researchers, and innovators have all felt waves of change. In Bailey Lauerman's article "Unifying America through Shared Values" a survey of 2,000 Americans from various geographic, demographic, and political backgrounds revealed that 86% of Americans feel the nation is divided. 

Looking Through the Report 

Brands have the power to either unify people through shared values or divide them based on their marketing choices. Movements like #BlackLivesMatter and #MeToo have shifted what customers expect from brands and their stance on social issues. Many brands fear speaking out too much—or not enough—fearing alienation or backlash from customers or the broader consumer market. With over 70% of consumers stating it is essential for brands to take a stand on public issues, brands must carefully consider their approach to sensitive topics. 

Nike and Ben & Jerry's have shown their support for these movements through campaigns that sparked both support and controversy.  Others have responded to this challenge by creating campaigns that promote unity. Coca-Cola used the song "America the Beautiful," performed in various languages, to celebrate the diversity of the American experience. This inclusive message resonates with people from different backgrounds, emphasizing diversity as a strength. Similarly, Heineken’s campaign aimed to bring people from different viewpoints and ideologies together, fostering dialogue and connection. These campaigns help break down societal barriers and encourage real, face-to-face conversations. 

The survey also revealed that 80% of Americans experience the most division in their social media feeds and news outlets where the lack of consequences for online comments often fuels further polarization. In contrast, in-person environments like community gatherings or workplaces foster more unity where people can connect over common goals. 

The survey found that certain shared values are seen as crucial for unity: 41% of respondents valued the protection of freedom, 34% highlighted a love of country, 33% focused on hard work, 30% emphasized truth and honesty, and 27% believed in respect for differences. 

Source: Unifying America through Shared Values Report

The Role of Brands in Bridging the Divide 

The main sources of division include political priorities, racial tensions, immigration, and socioeconomic inequality. However, 49% of survey respondents believe that brands have a role to play in uniting the nation by promoting shared experiences and common values. In fact, 91% of Americans expressed a desire for greater unity and a more connected nation. 

Key Findings for Brand Strategy 

The report uncovered five key strategies for brands to help bridge the divide and foster unity: 

1. Anchor content in universal values 

2. Tailor messaging to different audiences without losing focus on unity 

3. Create shared experiences that foster connection 

4. Build trust through consistent and authentic actions 

5. Harness storytelling to reinforce shared values 

Anchor Content in Universal Values 
Promoting values like honesty, respect, and freedom helps align brand messaging with universally accepted positive traits. These values can guide communication, campaigns, and messaging, helping brands connect with a wide range of people while emphasizing shared values. 

Tailor Messaging to Different Audiences Without Losing Focus on Unity 
Effective messaging must consider the nuances of different demographic groups, such as Gen Z versus Baby Boomers, while still reinforcing unity. By crafting messages that resonate with various audiences without alienation, brands can maintain focus on the common goal of unity. 

Create Shared Experiences that Foster Connection 
Brands should create opportunities to bring people together, whether through community festivals, virtual events, or other shared experiences. By facilitating spaces where people can connect, brands can build lasting relationships and foster a sense of belonging. 

Build Trust Through Consistent and Authentic Actions 
Consistency and authenticity are key to building trust. Brands must align their messaging with their core values, ensuring they don’t come across as opportunistic or "fake." Authenticity requires ongoing effort to maintain brand loyalty and establish credibility. 

Harness Storytelling to Reinforce Shared Values 
Storytelling is a powerful tool for showcasing shared values. By creating compelling narratives, brands can tap into universal themes and relate to their audiences in a meaningful way. Identifying the most effective channels and messages ensures stories resonate deeply with customers. 

At W5, we specialize in helping brands navigate complex social landscapes and connect with diverse audiences through insightful research and strategic guidance. Let us help you create campaigns that foster unity and resonate with your customers, driving meaningful impact.

Reach out to explore how we can help your brand today.