Neutrality is Complicit: Effect of Political Ideology on Neutral Brand Preference

Although recent research examines how consumers read lo corporates picking a side in sociopolitical issues as part of their marketing, little is known about remaining neutral. We show that conservatives compared to liberals prefer neutral position brands, because neutrality aligns well with their preferences to justify and uphold existing system. Brands often take public stances on controversial sociopolitical issues. Corporate sociopolitical activism (CSA) illustrates the increasing overlap between brand positions and ideological identities. While consumer activism provides opportunities for brands, they also risk boycotts. Recent surveys show that 83% of chief marketing officers believe brands should not take a stance on sociopolitical issues, but two-thirds of consumers believe otherwise. Thus, there is a significant disconnect between marketers' beliefs and consumers' expectations. We argue that conservatives, compared lo liberals, prefer brands with neutral stances. Conservatism is associated with support for the status quo and upholding of tradition, while liberalism is associated with progressive societal change and political movements.