Like for like: how value congruence can impact customer support of corporate political advocacy efforts

The business environment is a complex ecosystem that organisations must learn to navigate. It is not just about being good at what one does, but there can also be external factors unrelated to the direct business operations that can also impact organisational performance. This added element is what makes achieving and maintaining a competitive advantage an ongoing battle for most organisations. Even the political climate can impact business activities in several ways. Just as individuals seek to align themselves with like-minded people, the same mentality exists between consumers and organisations. Consumers as critical stakeholders may expect the organisation they support to also share similar views and ideologies on certain topics. However, this may not always be the case. This flame is further fanned when it comes to controversial topics. The more controversial a matter is, the more likely consumers will expect the organisation to take a stance in one way or another. Tiptoeing around or completely ignoring the situation can also have negative consequences. As a result, organisations must remain informed on the latest issues and make strategic decisions on what side they are on. This may conflict with the personal views of the individuals; however, if not managed well, then it can cause irreversible damage to the company image and reputation. You (2025) sought to identify whether value congruence would impact consumer support regarding the organisation’s political advocacy stance.The world of business and politics are different yet intertwined. As consumers have more information available to them, they can easily make decisions on who or what causes or political views to support. Additionally, they can more easily make these views more known to others. Consumer views on an organisation can spread like wildfire. Therefore, organisations must be careful when they decide to voice their support for any specific initiative or policy. Organisations can have active advocates for whatever cause they choose to support. Given the resources at hand and the exposure they can get, consumers may feel that they have a greater responsibility in tackling some of these issues. Especially with heated topics that surround minorities and other disadvantaged individuals, consumers may have a vested interest in seeing more advocacy activities from the brands they support. Worse off is when businesses have opposing interests and support those. This can cause consumers to withdraw their business and find alternatives. This is easier in a world where consumers are spoilt for choice, and the cost of finding a substitute is low. Corporate political advocacy falls under the corporate social responsibility umbrella. Therefore, whether organisations like it or not, they have a responsibility to make their stand clear within the market.One element that can alter the purchasing habits or intentions of consumers is value congruence. When the values the consumer has are not aligned with the values promoted by the organisation then this can cause a mismatch. Depending on how important the specific value is will determine whether the consumer can overlook this gap or not. Most values are a crucial source of decision-making for consumers, and the understanding they have of how well the organisation matches their values is an important indicator of business performance. Even if the products or services offered are exceptional, if the individual feels they must compromise on their values to engage in business, then the easier choice is to find an alternative. The most loyal consumers are also those that feel there is a values fit between them and the organisation. This is what will keep them coming back even when the organisation is facing difficult times. As this fit is difficult to obtain, once found, then organisations can nurture customers for life. This also depends on the community the organisation operates in. Certain values may be more relevant or important in certain communities. The business needs to have a good understanding of the community they serve and what issues they find important. Without this, then it can be difficult to satisfy their expectations.This is why organisational messaging and communication are so important. What consumers rely on is the perceived value, which can sometimes be different depending on the lens they use to process this information. How organisations can minimise the possibility of being misunderstood is making sure their messaging is clear so that consumers are not left guessing on what their stance is. Unclear communication may be a tactic to try and appeal to both sides of the argument without taking a firm position. However, this strategy can only be short-lived and will likely backfire. Organisations should appeal to their most important customer base. This may mean offending some consumers that may not have the same views; however, if the core consumer base is satisfied, then that should suffice to keep the organisation afloat. Advocacy efforts can also overhaul negative perceptions or attitudes that consumers may have of the organisation if these efforts are in support of something they are passionate about. It is impossible to please all stakeholders; however, with proper management, the goal is to identify which are the most important and cater to those. This is the difference between organisations that remain sustainable and those that crumble under the pressures.This review is based on “Mobilizing consumers through corporate political advocacy: how social-focus value congruence shapes corporate virtuous character” by Leping You, published in the Social Responsibility Journal.