Can Companies Remain Neutral in an Era of Widespread Societal Polarization?

The regional B2B portal dedicated to the consumer goods sector – Instore, in the Column section on Mondays, published an article by Dragana Pešić – Lević on the topic of whether companies can remain neutral in times of general polarization of society.

In business environment nowadays, companies are increasingly facing pressure to take a stand on social and political issues. Neutrality, which many still choose to uphold, is often interpreted as a lack of responsibility —or even complicity in injustice. This shift in public expectations has led companies to re-evaluate their communication strategies. To protect their reputation, they must carefully balance between expressing their values and safeguarding business interests.

We are all well aware that companies rarely express open support for specific political options due to regulatory pressures, the risk of losing government contracts, and fears of negative repercussions such as consumer boycotts. There are many examples where companies have suffered consequences due to perceived political bias.

We all remember the boycott of major retail chains in January 2025, triggered by high prices of basic goods and suspicions of price-fixing. Although this boycott wasn’t directly linked to political support or public statements, it clearly showed how public perception of business practices can lead to organized actions that harm operations and damage brand reputations.

To better balance corporate expression with minimizing negative impacts, consider implementing the following five steps into your communication and PR strategy:

1. Define Authentic and Consistent Company Values

A company should clearly identify which values are an integral part of its identity and corporate culture (e.g., inclusivity, sustainability, human rights). These values must be authentically practiced internally—in hiring, company culture, and employee benefits—before being communicated externally.

For example, if a company promotes community care as a core value, it should support local initiatives and regularly contribute to educational projects at universities. This allows it to consistently communicate its values without making political declarations.

2. Communicate Through the Lens of Human Values, Not Political Positions

Instead of aligning with a specific political party or group, a company can speak through universal human values: respect, equality, justice for all, accountability, solidarity, ethics, and transparency. This helps maintain a positive narrative without overt alignment.

For example, a company supporting solidarity might donate equipment to rural schools, fund scholarships for vulnerable children, or assist unpaid teachers and professors. Reports on such actions can be shared through internal channels or social media, without over-promotion.

3. Choose Symbolic but Thoughtfully Designed Activities

Participation in campaigns, donations, or initiatives should be discreet but consistent. It is important that these activities are part of a broader social responsibility strategy, though they may also be ad hoc if the right opportunity arises.

For instance, a mattress company donated products to universities in Belgrade during the blockades. Without making public statements, this kind of quiet support speaks volumes about a company that listens and acts when help is needed.

4. Engage Local Communication Experts and Contextual Analysts

This is especially relevant for global companies operating in our market. Taking a public stance does not work the same way in every country or context. In countries with stricter regulations or heightened political and societal polarization, companies should consult local experts (legal, PR, activist) before issuing any public statements.

Always start by identifying your target audience and tailor your message to the local context.

5. Be Prepared to Explain Your Position — But Choose Your Battles Wisely

If a company decides to speak out, it must have a clear rationale, prepared media responses, and a crisis communication plan. Also, companies should carefully assess when it is truly necessary to take a stance and when it’s better to remain focused on internal values.

Not every societal crisis requires a brand reaction. A consistent strategy is essential—avoid reacting impulsively, and always have a prepared scenario for different situations. One thing is certain—crises cannot be avoided by staying silent, as we’ve seen in many local examples. Provide a meaningful response, and if the company is at fault, admit it and develop a series of actions to compensate those most affected.

Of course, open political alignment carries great risks for brands and is generally discouraged. However, in times of major societal changes and upheavals, silent bystanders are no longer tolerated. That’s why it is crucial to act responsibly, develop communication strategies proactively, make thoughtful decisions, and always act in accordance with your company’s values.