The article discusses the evolving challenge for brand marketers amid escalating culture wars and political polarization in the U.S. Brands like Nike and Estée Lauder have successfully engaged customers through culturally resonant marketing without alienating them politically. Marketers are advised to adopt inclusive messaging strategies that focus on broader issues like economic justice and climate change, rather than on specific identity politics. The current trend indicates that clients are increasingly prioritizing impactful cultural connections in their campaigns while remaining cautious of political implications.
"A lot of it has come down to our clients having to think about messaging that is very encompassing," said Christina Peña Brower, COO and founding partner at NewWorld."
"Every brief has the word culture in it without naming any goals to target audiences by race," said Simeon Coker, head of creative at Valerie.
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