This report from Edelman explores the intersection of culture and politics and how brands can prepare for, and navigate, politics in a divided world. The research reveals that the line between brands and the society they operate in has dissolved. Today, consumers are expressing their politics - and their power - through brand choices, contributing to a new normal that is opening brands up to exposure they cannot avoid. Key findings include that 8 in 10 see brands as political - in particular, everyday brand activities that are seen as political include taking a stand on issues, recruiting diverse employees, reducing climate impact and encouraging voting.