Why Contemporary Brands Are So Divisive

The world of consumer brands is undergoing a significant shift, especially in the contemporary arena. Traditional Consumer Packaged Goods (CPG) brands have long been associated with a certain level of acceptance, but contemporary brands often face intense and polarizing reactions. This divisiveness is not limited to individual brands but extends to the broader ecosystem of consumer brands, causing considerable debate among industry experts. In this article, we will delve into the reasons behind this trend and explore how social media plays a pivotal role in shaping public opinion.

The Role of Social Media in Divisiveness

The prominence of social media is one of the primary reasons for the current divisiveness in contemporary brands. Platforms like Twitter, LinkedIn, and others have empowered individuals to express opinions and engage in heated debates over products and services. Unlike in real life, where social norms dictate that criticism is reserved for personal interactions, social media allows for anonymity and amplifies voices that might otherwise not find a platform. As a result, brands that venture into the digital realm often face intense scrutiny and criticism from their online communities.

Divisive Behavior in Real Life vs. Social Media

It is human nature to avoid physical confrontations. In real-life professional and personal contexts, most people refrain from openly criticizing or berating others. Social environments such as workplace or social gatherings provide a controlled setting where such behavior is not acceptable. On the other hand, social media provides a playground where individuals can easily hide behind pseudonyms or anonymous profiles. This relative anonymity emboldens people to share their opinions and engage in aggressive debates, often leveling harsh criticisms and harsh judgments against brands and their products.

The lack of personal connection on social media not only empowers individuals but also fosters divisiveness. Unlike in traditional consumer interactions, there is often no personal connection or history that could mitigate extreme reactions. Social media algorithms further exacerbate this by showing content that aligns with users' existing beliefs, creating echo chambers where opposing views are rarely exposed or challenged. This phenomenon is not limited to political or sports-related discussions but extends to consumer brands as well.

Examples of Controversial Contemporary Brands in India

In India, contemporary brands like CRED have become a case study in divisiveness. CRED's platform has garnered both fierce love and intense hatred, creating a binary divide among consumers. Brand loyalty translates into brand enthusiasm, and brand negativity translates into brand opposition. CRED's rise and the reactions to it on social media platforms like Twitter and LinkedIn are a microcosm of the broader divisiveness faced by contemporary brands.

Such extreme opinions are not isolated to CRED; numerous other Indian startups have faced similar scrutiny. Brands like Ola, Zomato, Swiggy, Dunzo, Paytm, and Byju's all have significant online followings that tend to either support or oppose the company's actions and products. However, traditional CPG companies have largely avoided these intense online debates and public pressure. This gap highlights a significant shift in consumer behavior and brand engagement.

The Impact of Social Media Engagement on Brands

The impact of social media engagement on brands is a topic of much debate. The saying "there's no such thing as bad press" is often cited, suggesting that any attention is positive for a brand. However, the reality is more complex. While brands may benefit from increased visibility and brand recall, the nature of this engagement is often highly polarized and can be detrimental to brand image and customer relations.

The constant battles between brand supporters and detractors on social media can keep a brand in the public eye. However, these online skirmishes do not necessarily translate into tangible sales benefits. Engaging in heated debates and defensive stances can alienate potential customers and damage brand reputation. Traditional measures of brand success, such as customer satisfaction and sales performance, often remain unaffected by this type of online engagement.

In conclusion, contemporary brands are increasingly becoming polarizing, often facing intense and divisive reactions on social media. This trend is partly driven by the nature of social media, which allows for anonymity and amplifies divisive opinions. While this engagement can increase visibility, the polarized nature of such interactions can be detrimental to brand reputation and customer loyalty. The future of consumer brands will require strategic approaches to navigate this new landscape and manage public opinion effectively.