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    Campaign US - Revealed: How to market togetherness in broken America Campaign US - How to market togetherness in broken America

    5/11/18

    By Oliver McAteer | May 11, 2018

    Talk unity, not politics.

    It’s official: America hasn’t been this divided since the Civil War.
    That’s the scariest factoid that came out of Grey’s four-month "Famously Effective Business of Togetherness" study, which researched how brands can best market unity.

    Working with marriage counselors as well as video ad-tech firm Unruly, the WPP shop found that consumers are craving a solution to the unrest (much of which escalated following the 2016 election, bizarrely…).

    "We found that almost two thirds of people were totally disgusted with the way things are -- ‘sick to their stomach’ was the scale that they used," said Suresh Nair, global strategic planning director at Grey. "People are desperate for a solution. And they’re looking for institutions, brands, people to step up and lead and show them the way."

    Research found that 88 percent of the 1,000 people who took part in the study agree with the statement that Americans must unite and come together, although the process is a difficult and painful one. A total of 63 percent of the country is united in our dissatisfaction with its current state.

    Meanwhile, 60 percent think brands should try to bring people together, and half believe they should stop getting political.

    "We don’t believe that brands should get political," Nair continued. "It was crystal clear that consumers don’t want that. I don’t think politics has ever helped us come together -- in this country and others -- so it’s not a marketing tool."

    That means no cheap shots at Donald Trump -- brands that take a side in politics risk losing a segment of their consumer base.

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