In a nation divided, could brands be the thing to bring us a little closer together?

Most people want the brands they buy to be neutral when it comes to politics—maybe that neutrality could provide a rare middle ground.

Peter Baker of The New York Times recently wrote that 2024 will see, “the clash of two presidents of profoundly different countries, the president of Blue America versus the president of Red America.” The divide is about far more than just liberal versus conservative, Baker says; rather, “race and religion and culture and economics and democracy and retribution and most of all, perhaps, about identity.” No one seems to see unity on the horizon. No matter the outcome, one thing feels certain: we will likely remain deeply divided for years to come.