Marketing in Divisive Times – Part 2: The Fallout of Fear-First Messaging

We’re now months past the 2024 U.S. presidential election, and while the votes have long been counted, the messaging residue still clings to everything - from social media feeds to the “water cooler” to the boardroom conversations. The tactics that dominated campaign season didn’t fade when the yard signs came down. In fact, they’ve metastasized.

Negative messaging now permeates too many companies' approach to external and internal marketing, employee engagement strategies, and even investment and financial advising. The same fear-driven formulas that inflamed voter turnout are now being repurposed to spark customer acquisition, drive shareholder urgency, and gain competitive advantage.

Let’s talk about the cost.

From Politics to… well, Everywhere!

Remember when the dominant strategy in Q4 2024 was to scare people into action? That fear-based formula didn’t just win votes - it sent a message to brands everywhere: if you can’t win on value, win by villainizing someone else.

In 2025, we’ve already seen this spill over:

• Platforms bashing: We’ve seen CNN and FOX going at it for decades. However, now we’re seeing everyone getting bashed from someone on the other side trying to angle for their authority. The hate is laid on thick against the likes of X and Joe Rogan for being “extremist outlets”, or head to the other side and see the vitriol against Disney and TikTok for amplifying “woke indoctrination”.

  
  

• Consumer brands leaning into culture wars: Not to take a stand, but to polarize for profit. Rage bait and controversial brand reps are now the norm for even the biggest brands from Nike, Bud Light and Twisted Tea, all the way to your favorite social media influencer in just about every interest topic.  

  
  

• Country to Country: Attacks on the imagery entire nations represent have reached an all time high as a result of the “trade war” (an extremely divisive way to describe “renegotiating trade deals”). From AI videos circulating depicting fat Americans working in Chinese sweat shops, to montages of the "immigrant crisis” in EU cities leading viewers to believe that society has already fallen over there.

  
  

I’m not naming names here to feed the fire. That’s not what this is about. But the trend is unmistakable: negative messaging is trending - and it’s dangerously effective in the short term.

What Happens When Fear Becomes the Foundation

The problem? Fear doesn’t create loyalty. It creates addiction. It’s a short spike in attention - followed by burnout, distrust, and eventual disengagement.

Just look at the Bud Light boycott backlash. It wasn’t the campaign itself that damaged brand equity - it was the confusion in messaging, the whiplash in tone, and the reactive positioning that followed. It’s a clear-cut case of what happens when fear dictates the message. You alienate the very people you’re trying to reach.

We’re also seeing record-low levels of trust in corporate America, even as brands talk endlessly about values. 

Why? 

Because audiences can smell when “values” are just window dressing. When your messaging is born from fear or conflict, no amount of rainbow-colored packaging can cover that up.

Ditch the Cortisol and Embrace the Dopamine

Values-first marketing isn’t some fluffy, idealistic alternative - it’s your strategic foundation.

Who’s doing it right?

• Patagonia’s messaging continues to hold strong, rooted in consistency and clarity. Even when controversial, it’s authentic. It’s not reactive, it’s anchored.

  
  

• Chewy wins not by bashing competitors like Amazon, but by going all-in on compassion and customer service. They regularly go viral with surprise pet portraits and handwritten condolence cards. Their brand equity is built on joy, empathy, and meaningful customer moments.

  
  

• Smaller startups like Midday Squares and Liquid Death have built massive followings without tearing others down. They lead with passion, humor, and a clear identity.

  
  

These brands prove that when you give people something to believe in, they’ll follow you - not because they fear your competitor, but because they trust you.

So, What Now? Message Audit 2.0

If your business or brand participated (knowingly or not) in negative-driven messaging this past cycle - don’t panic. But do reflect.

Here’s a tougher audit this time around:

1. What emotions do your last 5 posts, ads, or emails evoke? Separate any that are rooted in fear, urgency, or opposition.

   
   

2. Are you still marketing “against” something more than “for” something?

   
   

3. Does your messaging reflect your future, or just react to the present?

   
   

4. What would it look like if your brand created a campaign that was only positive?

   
   

Time to dig in again. The word of the day is, “introspection”.

This Isn’t Just About Branding - It’s About Culture

Every message you put into the world is a micro-expression of your values. Strung together and your narrative has the power to influence entire cultures and movements. 

Are you reinforcing division, or encouraging clarity? Are you feeding anxiety, or fueling aspiration?

As marketers, creatives, leaders, and communicators - we’re not just pushing products. We’re setting the temperature of the room. And right now, that room could use a little more warmth, a little more resonance, and a lot less fear.

Parting Thoughts… 

The world doesn’t need more noise. It needs clarity. It doesn’t need more division. It needs direction.

If you’re in the business of selling something, whether it be a product or idea, you’re also in the business of storytelling. Make your story one worth telling.