Can Brands Help Stop Our Damn Fighting?

Description:

The last time the United States was as split along political, cultural, and racial lines as it is today, Abraham Lincoln was president. Cracks that began in the decades before his 1860 election culminated the next year in the country’s ultimate divide. Here we are, a century-and-a-half later, one country—but it often doesn’t feel that way. Will we ever come together? And can brands help? The answer in both cases is a qualified yes. Brands are increasingly entering the debate, often whether they want to or not. And the fact is, companies need unified audiences to grow their businesses. Based on Grey's Famously Effective Business of Togetherness research, we look at the cultural dynamics behind why we fight and why we unite – and explore how brands fit into the discussion.