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TV Expert Interviews / Business / May 5, 2025 / Posted by Chris Peterson / 0

How to Handle Politics in Business Without Losing Customers (video)

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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.

About Author

CHRIS PETERSON is the Co-Founder of Lifemind, an AI-agent platform designed for national, local, and regional marketers. With over 30 years as a marketing pioneer and entrepreneur, Chris has founded two digital marketing agencies, working with both fast-growth startups and Fortune 500 companies. In the 1990s, he launched one of the first digital direct marketing agencies, earning recognition from The Wall Street Journal. Publicis Groupe later acquired the agency. Chris later established an early content marketing agency before the term became mainstream, which was then acquired by Rain, a direct-to-consumer advertising agency. In 2020, Chris discovered Pew research highlighting the deep divide in how Democrats and Republicans perceive the world. This insight led him to explore how political beliefs shape consumer behavior, and was the genesis for Red & Blue Customers. He and his family live in Milan, Italy.

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