In the aftermath of the assassination attempt on Trump, Google faced backlash due to its auto-complete feature omitting search suggestions, leading to claims of bias.
Elon Musk's political endorsement of Trump, coupled with his advocacy for EVs, highlights the intersection of brand activism and individual political support in the tech sector.
Brands engaging in political issues can build stronger consumer connections, but the potential alienation of customers whose views differ poses a significant risk for companies.
Research suggests consumers' political identity can heavily influence their perceptions of brands involved in activism, complicating the decision for companies to take a side.
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