CANNES, France — As political polarization puts pressure on US corporations and their marketing campaigns, Delta Air Lines (DAL) is focused on staying true to its values.
But as the US braces for another presidential election in 2024, marketing execs at Delta and elsewhere are preparing to walk an even narrower tightrope when it comes to corporate messaging.
"It would be naive to think that ’24 is not gonna be the most divisive kind of vitriolic narrative that we've seen," Mapes said. "But I always think that the beautiful thing about communication, and what we do as marketing, is the answer to all of that is more communication, right? Getting out and sharing what is it that you believe in — what do you stand for? And let the chips fall where they may, but you've gotta be true to yourself."
It's 'much easier' to stand firm on corporate values
Under Bastian's leadership, Delta has not made a point of being outspoken, but it also hasn't shied away from certain hot-button issues.
In 2021, for instance, Georgia's House of Representatives threatened to remove some of Delta's tax breaks after Bastian spoke out against the state's new voting restrictions. The airline has also made efforts to celebrate its LGBTQ employees, such as hosting an Atlanta Pride festival event in October 2022, and has made strides toward greater diversity, equity, and inclusion in its operations.
At the same time, companies such as Disney (DIS), Target (TGT), and Bud Light maker ABInBev (BUD) have been seen as fumbling in their attempts to expand customer bases and communicate with their audiences.
Bud Light has faced declining sales after some US consumers boycotted the brand after transgender influencer Dylan Mulvaney endorsed the light beer on Instagram in April. Target also came under fire after it pulled LGBTQ-themed merchandise, prompting a wider backlash among those who saw the move as wavering on Target's commitment to underrepresented groups.
"I think some of the instances we've seen recently are people who go out with one thing and then backtrack and flip and flop, and then they, frankly, alienate both sides," Mapes said. "It's much easier to be really clear what you stand for."
"And to the extent others aren't for that, that's just gonna have to be OK because strategy is as much what you're not going to do as what you are going to do or be," Mapes added. "And so, 90,000 Delta people are quite clear about where we are, what we stand for, and it accelerates decision-making throughout the company."
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Brad Smith is an anchor at Yahoo Finance. Follow him on Twitter @thebradsmith.
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