Freedom can mean many things. And with July 4 approaching, after a year of societal turmoil, many Americans may find their views on patriotism shifting. Pew Research Center says 39 percent of U.S. citizens feel “mostly proud” of their country. Half feel “often proud,” but also “often ashamed."
With many Americans attempting to understand political differences and social injustices, as well as reeling from economic strife and the loss of 600,000+ COVID-19 patients, it can seem difficult for a flag graphic or fireworks message to resonate. Savvy consumers will notice a brand simply ignoring societal issues, or even worse, delivering false statements of support to make a profit.
So how can brands and organizations recognize the nation’s independence while remaining sensitive to polarizing social, political and economic issues? Like any good campaign, it’s about honesty, authenticity and integrity, as well as understanding your audience.
Consumers are Watching
If anything, July 4 allows brands to embrace freedom, to show audiences what they truly care about, support and believe. A new survey by Iterable, a cross-channel marketing platform, shows 71 percent of consumers feel positive toward a brand after receiving a social or political marketing message, and 62 percent claim that brands verbalizing their views establishes greater trust.
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