The Politics (And Profits) of Marketing In Trump’s America

With America’s political divide growing deeper every day and the President continues to fan the flames of dissent, major brands like the NFL can no longer sit idly on the sidelines. The current debate on taking a knee during the national anthem and the uproar it’s caused on both sides marks a major turning point in this nation’s history – with implications far beyond political and party lines.

As Trump denounces the protesters and team owners meet with players to try to find a mutually beneficial resolution, the NFL (and other major entertainment and consumer brands) have a clear decision to make. Reject the diversity and pluralism of 21st Century America in favor of the establishment/status quo or embrace and celebrate it. Where they land may be the single most important business decision they make – affecting both their viability and profitability in the near and distant future.

As a marketer, the smart decision for the NFL seems pretty obvious. A great majority of the most talented professional football players are people of color. Americans pay (a lot) of money to see them take the field. Advertisers spend (a lot) of money to capture the eyeballs of their fans. Without these players, there would be no NFL, no advertisers and no profits. With all due respect, people do not pay money to watch Jerry Jones and the other white, conservative group of billionaires who own the teams. They pay to watch people who have seen and felt the effects unfair policing and have a legitimate reason to protest.

But the NFL is just the latest of American brands and businesses that have had to stand up for what they (and most of their consumers) believe in. Starbucks, Nordstrom’s, Lyft and Amazon have all taken public, political positions — and experts say that by doing so, they stand to benefit. As the progressive, diverse and inclusive millennial generation gains ever-more spending power, the future belongs to the brands that reflect their values.

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