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Speak out about politics or stay silent? Either way, brands can’t win

When it comes to speaking about politics, or just the political divisions in America, it’s a no-win situation for brands—a real “damned if you do, damned if you don’t.” That according to the global data intelligence firm Morning Consult. The firm has released the results of a survey polling Americans whether it was right for brands to take a political stance. Unsurprisingly, the results were divisive.

When respondents were asked if they thought it was appropriate for brands to comment on social media about America’s political divisions, the majority of respondents said it was inappropriate—however, that call varied by the type of business in question. A majority of consumers said it was appropriate for only two types of brands to comment about political divisions on social media: local businesses and media companies. For each, 53% of respondents said it was appropriate while 47% of respondents said it was not.

Here’s how it played out for other companies:

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