| Abstract | This project explores the impact of brand activism on political polarization within the United States, examining how corporations' public stances on divisive social and political issues might contribute to societal divisions. Amid growing political polarization, evidenced by an increase in divisiveness in Congress and among the public, brands have increasingly engaged in activism, taking public positions on contentious issues such as gun control, LGBTQ+ rights, and racial justice. This study aims to determine whether such corporate behaviors reinforce existing societal divides or foster a more unified public discourse. Employing a survey methodology among a sample of university students, this research tests the hypothesis that brand activism exacerbates political identity polarization, potentially intensifying ideological extremities among consumers. The findings indicate that brand activism aligning with individuals' pre-existing beliefs has a significant effect on their political identities, thereby solidifying and potentially intensifying them. This suggests that brand activism could play a pivotal role in shaping political landscapes by reinforcing ideological divides, raising questions about the role of businesses in democratic societies and the long-term impacts of their activism on societal cohesion. |
