Should corporate brands join charities in setting out policy demands for the UK’s next government?

With the UK election campaign in full swing, and many of our charity clients compiling key demands for the next government, it is notable that we’ve heard very little from businesses. Whilst a number of business leaders signed an open letter backing Labour, analysis shows that only one of these is from the FTSE 100, with many of the country’s biggest companies explicitly opting to remain politically neutral.

Companies rely on the government of the day to create an enabling environment for business, so there are many good reasons to remain politically neutral and open to working across all shades of the political spectrum. But from a consumer perspective, this might make sense too. Proprietary research we undertook recently with Millennials and Gen Z (report available soon – let us know if you’d like to see it) illustrates increasing distrust with the political establishment, as well as big institutions without an obviously human face. Their immediate communities, whether IRL or online, are seen to be where they can affect meaningful change, and are a greater source of hope than more distant institutions. So there’s not much in it for businesses to shore up their ‘establishment’ credentials by appearing too cosy with the highest echelons of power.

But this shouldn’t be seen as license to avoid politics, albeit with a small p. As the latest Edelman Trust Barometer shows, consumers do express their politics through their choices and expect companies to take a stand, as well as to express their politics locally, everywhere they do business. In the UK, brands like Barclays, who recently withdrew from their Live Nation sponsorships in the face of pressure, have been significantly targeted for perceived support of Israeli defence companies.

Wouldn’t it be great if we saw more companies, like so many brilliant charities, compiling demands on the concrete policies they’d like to see from the next UK government? This would maintain non-partisanship, while nevertheless showing their small ‘p’ politics. And in outlining policies that align with their business’s social and environmental priorities, they could connect with consumers on the issues that matter to them, situating themselves on voters’ side. We’d be curious to know if you’ve seen any examples of positive political action of this sort from corporate brands? We’re still watching this space…