This election is so divisive that some companies are silent even on basic issues

Ahead of the 2020 election, Nike ran a star-studded voter campaign with the slogan “You Can’t Stop Our Vote.” The music video begins with several of the sport’s biggest stars, including LeBron James and Naomi Osaka, and ends with them wearing “VOTE” T-shirts.

Nike wasn’t alone. Under Armor launched a digital “Run to Vote” campaign that featured runners in the brand’s athletic apparel and provided resources to register to vote on its website. Absolut Vodka has released the brand’s first video ad in years, “Vote First, Drink Second.” The company also gave its employees the day off to vote.

But in 2024, in an election cycle as divisive as ever, these same companies and many others have been less active in encouraging voting. There are simply no brilliant and star-studded advertisements.

While Nike hasn’t released a digital campaign for 2024, the sportswear giant says it has partnered with nonpartisan groups Time to Vote and When We All Vote and allowed employees to take time off to vote.

“NIKE, Inc. has a strong history of providing U.S. workers with the resources and time they need to vote. We are providing eligible U.S. employees with paid leave options to ensure everyone has the time, access and opportunity to vote,” the company told CNN in a statement.

Under Armor and Absolut did not respond to CNN’s request for comment.

Staying on the sidelines during this election may be a smart business decision, according to a report published by The Independent, as 52% of Americans say they have boycotted a brand because it has remained silent on political issues, bought brands, or avoided them because of their politics . Edelman public relations company. This is an increase of 2 percentage points compared to 2023.

Despite the impartial nature of voter campaigns, companies may view any appearance of political activity as a risk not worth taking.

“There’s literally no return on your investment in getting involved in politics because you’re pissing on half the audience, no matter which side you choose,” said Peter Shankman of marketing firm BluShark Digital. “Even if you don’t choose a side, no one is going to say, ‘Wow, I’m going to change the brand of shoes or sneakers because they want me to vote.’”

Some smaller brands don’t care about the attention

Not all corporate America is silent about encouraging voting. Some brands have seen success and consumer acceptance with their voting campaigns this election season.

Online sleepwear company Petite Plume has created a line of pajamas for its children’s collection with embroidered slogans such as “Vote”, “Future President” and “Future Voter”. The company also donates 20% of the proceeds from sales of its custom line to the foundation I am a votera non-partisan organization whose goal is to educate and mobilize voters.

The key to Petite Plume’s success remains neutral while encouraging voter engagement.

“We were very careful not to tilt one way or the other,” said Emily Hikade, the company’s founder. “I think most of our customers realize how important it is to get out and vote now, more than ever, to make sure their voices are heard – no matter who you vote for.”

Away, a luggage and travel accessories brand, has gone above and beyond to support the vote. The company created “I Am a Voter” cases in partnership with the nonpartisan group and converted 15 of its stores into voter registration locations for National Voter Registration Day.

“Any time a brand takes a stand, there is an inherent risk. But for us, it’s about authenticity,” Jen Rubio, CEO and co-founder of Away, said in an email to CNN. “Our commitment to voter engagement is deeply aligned with our values. This is not about pushing any particular point of view; it is about supporting the fundamental right to participate.”

The key to brands gaining traction is knowing their audience, says Shankman. A brand with a high percentage of like-minded customers will easily adopt the brand’s message.

“No one is saying you can’t be passionate about the upcoming election,” Shankman said. “But understand that not everyone who uses your company or buys your product will think the same way you do. I would never tell a client to get into politics, but if they’re going to do it, at least understand their audience.”

For more CNN news and bulletins, create an account on the site CNN.com