Twitter is labelling Trump’s tweets and big and small businesses alike are taking stances on black violence. So, in this increasingly connected world, is it possible for businesses to remain apolitical? And perhaps more importantly, should they?

Kate Dinon

Character + Distinction managing director

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Is it possible for businesses to remain apolitical? Yes, of course. Businesses can remain silent, and many have.

The important question is, at what cost?

Being silent on an issue is now seen as being opposed to the issue. If you’re not loudly supporting something then you’re presumed to be unsupportive. Add to the mix that words seem to mean more than actions in the hyper social media outrage cycle, and you can see how political issues are now closely tied to brand reputation.

Look no further than the 2018 Colin Kaepernick campaign example, where Nike released an ad in staunch support for NFL quarterback Kaepernick taking a knee in peaceful protest of racial injustice and police brutality.