A body of research makes clear that consumers like it when brands take a political stand.
“And where exactly does a company that’s been sewing blue jeans for the past 146 years find the authority to give anyone a lesson in the affairs of state? To hear CMO Jennifer Sey tell it, Levi’s is better positioned than most brands to do just that.
“‘Levi’s has been a symbol of democracy and inclusion for just about forever,’ Sey said, explaining that a pair of blue jeans ‘is the ultimate form of self-expression.’"
Article: Levi’s CMO Explains Why It’s Worth Taking the Risk to Be Political