Corporate political activism (CPA) is defined as activities that are visible to stakeholders and that support or oppose issues viewed as politically charged. Social media and press accounts suggest a growing desire among consumers, employees, and shareholders for companies to engage in CPA.. The reality is that most people are not politically active and perceive most brands as apolitical and in the middle.
Contrary to the accepted narrative, evidence from peer-reviewed, academic research shows that CPA does not help – but can harm – companies on many fronts. Specifically, CPA can harm a company’s brand equity, employee productivity, and financial … Read more