In a recent expert interview hosted by John Golden and guest Chris Peterson, author of Red and Blue Customers. Chris has over 30 years of marketing experience and shares tips on how businesses can deal with political division while still connecting with customers.
Politics and Business Are Mixing More Than Ever
People now shop based on their beliefs.
Chris explains that many customers care about what a brand stands for. Politics is everywhere now—even in what we buy. Some customers prefer brands that match their personal or political values.
Know What Your Customers Value
It’s not just about politics—it’s about values.
Chris says most people are not extreme. But they do have strong values like safety, freedom, family, or fairness. These values often guide their choices more than party politics.
Examples: Different Brands Attract Different People
- Target often appeals more to liberal shoppers.
- Home Depot is more popular with conservatives.
This doesn’t mean people only shop at one or the other. But the brand image matters.
Avoid Political Arguments—Focus on Values
Don’t talk politics. Talk about what matters to your customers.
Chris warns that talking about political topics can scare people away. Instead, businesses should talk about shared values—things like trust, care, hard work, and community.
Ask Your Customers—Without Getting Political
Use surveys to learn what your audience cares about.
Chris suggests using questions about values, not politics. This helps you understand what your customers think, without starting a political debate.
Be Honest and Real
Don’t fake it.
People know when a brand is just saying things to look good. Chris says to be real. Share values that match your business, and stick to them—even when trends change.
Bring People Together
John Golden adds that in today’s divided world, customers want brands that feel safe and positive. Focus on building trust and making people feel part of a community.
Speak to Everyone
Don’t pick a side—speak to all.
Chris says businesses should understand both liberal and conservative values. By doing that, they can reach more people and build stronger connections.
Key Tips for Business Owners
✅ Know your customers’ values
✅ Avoid political talk—focus on shared beliefs
✅ Be real and stay true to your brand
✅ Use surveys to understand your audience
✅ Build a positive, welcoming brand
Final Thoughts
Chris Peterson reminds us that businesses don’t need to choose sides. Instead, they should focus on values that bring people together. By being real, respectful, and understanding, brands can connect with more customers—even in a divided world.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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